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India’s water purifier market likely to grow 229% by 2017, says report
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Monday, 30 September, 2013, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d India’s water purifier market is expected to grow 229%, up from Rs 18.64 billion in 2012 to Rs 61 billion in 2017, according to Opportunities in the Water Purifier Market in India, a report compiled and released recently by Market Pulse, a leading marketing research firm.
The report further noted that from 786,000 RO water purifiers, valued at almost Rs 10 billion currently, the market was likely to grow to more than 3 million units valued at almost Rs 41 billion in 2017.
Ejaz Hoda, CEO, Market Pulse, informed, “We carried out an extensive survey among 10,000 households in 62 towns in addition to our monthly retail audit to glean consumer behaviour over the last few years. Data from more than 60% of the organised retail outlets as well as distributors, franchisees and exclusive outlets has been analysed too.”
“Nearly 67% of the Indian households do not treat drinking water, according to a UNICEF study. 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 been further accentuated by the advent of inexpensive offline or gravity-based water purifiers in the range of Rs 1,000 to Rs 2,000. These purifiers have penetrated the bottom of the pyramid households effectively,” added Hoda.
In a significance shift in modern living, where gadgets including water purifier were considered a luxury item, in 2012, a whopping 4.3 million water purifiers were sold at an estimated value of Rs 18.64 billion, and 70% of these were offline devices accounting for Rs 5.6 billion. Reverse Osmosis or RO water purifiers were the biggest contributor to this market, in value terms.
In the higher income households, competition for water purifiers comes from packaged drinking water; almost 21% of these households prefer using packaged water.
In the category of RO water purifiers, Kent and Eureka Forbes are the largest players; they have a combined market share of more than 70%. Pureit water purifiers from HUL have redefined the offline category and led the explosive growth in the last 5 years. Tata Chemicals’ Swach is the other significant player in the market. Aquasure and AquaGuard from Eureka Forbes continue to dominate the UV water purifiers category. Shortly, TTK Prestige is likely to launch a range of water purifiers in collaboration with a foreign partner. Multi-level marketing companies such as Tupperware and Amway have also launched offline water purifiers.
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