India Water Purifier’s Sales to Zoom till 2017

Wednesday 17 April 2013, Amsterdam

With the advent of low cost offline water purifiers, Indian households are to live a healthy dream.

Water is an essential element of the human life and every individual has the right to consume safe water. India has been facing a serious crisis of drinking water, though now the access to drinking water has improved marginally but the quality of drinking water still remains a dream for Millions. The drinking water supplied by civic authorities has been identified highly contaminated with virus, bacteria and several metals and chemicals due to which the consumption of contaminated water has led to adverse effects on health and well being of the population which has made point of use water purification systems a necessity in India rather than being a precautionary measure.

According to the 4th edition  annual report titled “India Water Purifier Market Forecast and Opportunities, 2017”, the water purifier market is expected to attract stiff competition with entries of established consumer durable companies. It is forecasted that the sales volumes would grow at a compounded annual growth rate of around 30% on the account of increasing awareness towards safe drinking water. The penetration rate of water purifiers is currently very low in the country which has left huge untapped markets for other players which also encouraged a lot of companies to spend millions on R&D to develop innovative products with unique technologies.

Another important trend highlighted in the report talks about the integration of water purifiers with other home and kitchen appliances such refrigerators, vending machines, water dispensers, etc. However, most of the companies are currently in the testing phase for such kind of innovative products.

Though the organised market is still consolidated, with the top three companies occupying more than 60% of the market, the dynamics of competition has changed with reputed brands building a strong product portfolio across all price points. At the lower price range, there are the offline water purifiers which do not need electricity or running water supply for their operation, eliminating another barrier to mass adoption. HUL’s entry into the market, with intention to target about 730 Million Indian consumers in the lower income strata with offline purifiers priced at USD 43 (INR 2000), forced the water purifier price range to a new low. This was a major game changer and induced a fray where low cost and high volumes will drive profitability.

Today, the cheapest branded water purifier is Tata Swach Magic, priced at USD 11 (INR 499). The availability of low priced offline water purifiers coupled with growing awareness of risks associated with unsafe drinking water is expected to increase the sales of water purifiers into the Indian households taking the industry to new heights.

“India Water Purifier Market Forecast and Opportunities, 2017” provides detailed and prejudiced overview on the Indian water purifiers’ market. This report helps reader to identify the ongoing trends in the industry and anticipated growth in future depending upon changing industry dynamics in the coming years. The report will help industry consultants, water purifier manufacturers, dealers and investors to align their market centric strategies according to ongoing and expected trends in future.