Only sold through direct sale over the years, Aquaguard will now be available in retail stores as well as online, making it an omni-channel brand.
Rebranding its door-to-door sales products as Dr Aquaguard, Eureka Forbes will offer customised solutions for households, depending on the prevalent water conditions. The Dr Aquaguard range of purifiers will be sold exclusively through certified water specialists of the Eureka Forbes’ direct sales network. On the other hand, AquaSure, which was present in retail stores, is being repositioned as a challenger brand targeted at first-time users. AquaSure will spearhead the company’s entry into urban markets.
“The restructuring comes with a conscious effort on the part of the company to keep pace with the changing consumer buying behaviour and the dramatic changing retail landscape where consumers are buying goods through e-commerce. So we decided to change our strategic position by creating three brands out of one brand”, said Marzin Shroff, CEO, direct sales & senior VP-marketing, Eureka Forbes.
In the upcoming years the company would be spending around Rs 100 crore on Aquaguard alone, said Shroff. The new strategy would take its retail reach to over 1,500 towns.Eureka Forbes’ direct sales network of over 8,000 sales and over 7,500 service people is probably one of the largest globally, with a customer base of 10 crore. After rival brands challenged its leadership, Eureka Forbes realised it needed to beef up its presence in other channels as well.