Urge to purge contamination grows, water purifiers gain popularity

Quench your thirst with safe drinking water! At a time when cry for safe water is being echoed everywhere, the purifier markets in India have come to the rescue of people. Population growth juxtaposed with rapid industrialization is taking a heavy toll on environment leading to contamination of drinking water. 

A recent report by Market Pulse, Opportunities in the Water Purifier Market in India reveals an increasing trend of the demand for water purifiers in the market. The report says the market is set to grow 229%, up from INR 18.64 billion in 2012 to INR 61 billion in 2017.

Going by a UNICEF study, nearly 67% of the Indian households do not treat drinking water. Many, who treat drinking water, are found to be relying largely on age-old boiling method. This situation has given rise to the water purifier market recording accelerated growth over the last 5 years. This growth has further been accentuated by the advent of inexpensive offline or gravity-based water purifiers in the range of Rs. 1000 to Rs 2000. These purifiers have penetrated the bottom of the pyramid households effectively.

Approximately 70% of the country’s RO water purifier market is dominated by players like Eureka Forbes and Kent under. In addition to being the pioneers, they have developed the market by continuous expansion of the distribution network and introduction of new products. The offline water purifier market is dominated by Pureit water purifiers from HUL; the other significant player is TATA Chemicals’ Swach.

TTK Prestige, which is likely to launch a range of water purifiers in collaboration with a foreign partner, is likely to fuel the competition. Multi-level marketing companies such as Tupperware and Amway have also launched offline water purifiers.

Emergence of new trends and advent of new technology has resulted in remarkable changes in Indian water purifiers market. The Market Pulse report presents the challenges and opportunities in this market.