Eureka Forbes Overtakes Kent in RO Water Purifier Market in India Finds TechSci Research Report

Burnaby, Canada, August 10, 2014 --(PR.com)-- According to a recently released report by TechSci Research “India Water Purifier Market Forecast & Opportunities, 2019” the water purifiers market in India is dominated by Reverse osmosis (RO) water purifiers due to high TDS (total dissolved solid) level of water across majority of the states coupled with strong purification capability of RO technology for high TDS water purification. The RO water purifier market in India is largely consolidated, with around 70% share being held by 10 players. Eureka Forbes and Kent RO are the market leaders in this segment, together accounting for about 50% market share in 2013. HUL, Nasaka, and Ion Exchange are the other major players operating in this market. The market is also witnessing entry of new players, with one latest entrants being Livpure, a Luminuous Technologies brand. Other big players such as LG and Panasonic have not been able to capitalize on the available opportunities in the Indian market, especially over the last few years.

Kent introduced RO technology in India in 1999. Prior to this, RO water purifiers had hardly any presence in India, and UV water purifiers held the lion’s share. Kent’s foraying into the RO segment had a huge impact on the market with consumer awareness about the RO technology beginning to increase. Kent began with introducing RO water purifiers at a price point of INR20,000 onwards, which was higher than that of UV water purifiers, and consequently restricted the initial adoption of the company’s RO water purifiers. In subsequent years, lowering the product prices and strong sales promotion helped Kent to increase RO purifier sales and maintain its dominance in the RO segment until 2012.

However, in 2013, Eureka Forbes overtook Kent and became the market leader in RO water purifiers segment. The company has been the leader in the UV water purifier segment as well. According to a recently published comprehensive report on the India Water Purifiers market by TechSci Research, “India Water Purifier Market Forecast & Opportunities, 2019,” the major factors driving the growth of Eureka Forbes’s RO segment are its relatively low product pricing strategy, more than 60% of RO sales through direct channel and continuous product innovation such as launch of mobile water purifier in 2014.

Eureka Forbes is offering RO water purifiers under the brand names, Aquaguard and Aquasure, with the former being sold through direct sales channel while the latter is sold via the retail channel. Under the Aquasure brand, RO water purifiers are available at a price range of INR10,000-16,000, while Aquaguard includes three variants, which are available at a price range of INR10,500-15,000. Kent RO also offers a wide range of RO water purifiers; however, the company is primarily selling its water purifiers through retail channel. Presently, Kent offers around 9-10 variants available at a price range of INR 14,000-17,000.

“India Water Purifier Market Forecast & Opportunities, 2019” has evaluated the future growth potential of India water purifiers market and provides statistics and information on market structure, exports and future growth of this market. The report is intended to provide cutting-edge market intelligence and help decision makers to take sound investment evaluation. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges and opportunities in the India water purifier industry.