• India’s home water purifier industry is valued at INR 34bn (~USD 567mn) in FY 2014
  • More than 75% of the industry is organized, with Eureka Forbes, Kent RO Systems, HUL, Tata Chemicals and Ion Exchange being the market leaders
  • The industry is expected to grow at a CAGR of 22% to reach INR 91.9bn (~USD 1.53bn) by FY 2019


August 2014: Water pollution is a serious problem in India. Water-borne diseases account for 77% of all diseases in the country. Nearly 70% of the country’s surface water resources and a growing percentage of its groundwater reserves are contaminated by biological, toxic, organic and inorganic pollutants. According to UNICEF, 67% of Indian households do not treat drinking water despite the contamination; and those who do, still rely largely on traditional methods such as boiling water.


Today, a water purification system has become an essential need for urban Indian households. This is contributing to the growth of the under-penetrated water purifier systems market.


The home water purifier industry in India, valued at INR 34 billion (~USD 567 million) in FY 2014, has been growing at a CAGR of ~20% for the last three years. The industry is expected to grow at a CAGR of 22% to reach INR 91.9 billion (~USD 1.53 billion) by 2019.


More than 75% of the industry is currently organized, with Eureka Forbes (Aquaguard), Kent RO Systems, HUL (Pureit), Tata Chemicals (Swach) and Ion Exchange (Zero B) being the market leaders. Eureka Forbes and Ion Exchange were among the first companies to introduce the concept of water purifiers in India.


According to Priyali Shah, a research analyst at ValueNotes, “Most Indians believe that boiling water is sufficient to remove impurities.” She added, “The biggest challenge faced by companies today is to create awareness on the need for cleaner drinking water, and convince consumers about the advantages of water purifiers over boiled water.”


Penetration in rural India is even lower due to economic factors and poor sales and distribution networks. Less than 5% of the country’s rural market is currently being addressed. The share of rural sales is steadily increasing with the introduction of affordable offline water purifiers.


The ValueNotes report, titled Home Water Purifier Industry 2014-2019, provides insights on the current market size and growth, the drivers and challenges for growth, the competitive landscape, an analysis on the industry for investor attractiveness, and Porter’s 5 Forces. Key market trends discussed in the report indicate the opportunities and challenges for industry players.

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