Water purifiers are bestsellers at retail chains

Potable drinking water is a problem that affects most parts of the country, and home makers are often reluctant to purchase specialised water purifying systems. And, that’s because boiling water is viewed as adequate.

However, Shantanu Dasgupta, VP, Corporate Affairs and Strategy, Whirlpool, explained the limitations of the above, and also highlighted their growth strategy for the water purifier segment.

Kindly throw more light on your association with Aman Biradri?  

Aman Biradri is an NGO which works with underprivileged children in NCR, and recently we got to know that inmates were facing potable water-related problems. We installed our water purifier in the ‘Khushi – Rainbow home’ that houses over 70 girls, and not only has it solved the above problem, but also reduced operational costs for this NGO.

Who is the target audience for your RO water purifiers?

Our primary target audience is urban women aged between 25 and 45 years.

What are the business-related challenges you face in this segment? 

There is widespread belief that boiling water is adequate, and a broad hesitation to purchase a specialised water purifier. In addition, the absence of standards along with a number of fly-by-night operators has compounded the problem in this segment.

What is your market share in the RO water purifier segment?

Whirlpool is still a relatively small player in this segment, as we are largely focused on the high-end segment with a product priced at over Rs 15, 000. However, we have recently launched products priced between Rs 4, 500 and Rs 13, 500, and plan several more, in the near future, and it would help us improve our market share.

And, with the household penetration of electric water purifiers still below 10 per cent, the long-term growth prospects do appear rosy.

The water purifier segment has seen the entry of several MNC players. Kindly elaborate on the latest trends, both related to the consumer and the broader market?

The water purifier segment has evolved considerably. Earlier, it was largely dominated by one player, but with the entry of several MNC companies, it includes several technologies like RO, RV and ultra violet, along with chlorine-based solutions. In addition, several retail chains are also offering this product vis-à-vis the earlier distribution model of direct selling.