- 1 Definition / Scope
- 2 Market Overview
- 3 Key Metrics
- 4 Market Risks
- 5 Top Market Opportunities
- 6 Market Drivers
- 7 Market Restraints
- 8 Industry Challenges
- 9 Technology Trends
- 10 Pricing Trends
- 11 Other Key Market Trends
- 12 Market Size and Forecast
- 13 Market Outlook
- 14 Technology Roadmap
- 15 Distribution Chain Analysis
- 16 Competitive Landscape
- 17 Competitive Factors
- 18 Key Market Players
- 19 Strategic Conclusion
- 20 References
- 21 Appendix
Definition / Scope
India has the world's highest number of people (about 163 million) who are facing access to clean drinking water close to home according to a report published by Water Aid . This has brought about the need to be aware of purification techniques and availability of purifiers to ensure quality drinking water . Simply talking, a water purifier is designed to remove the impurities from water. 
For purifying water, several water filters are employed that ranges from simple faucet-mounted filters to whole-house systems. Nevertheless, the rapidly used residential products are under sink filter that is reasonable, simple, and affordable and forms the effective balance filtration. Likewise, in whole house system filtration, wholesome water entering the house is filtered but this seems to be more costly. The commercial water purifier ensures that there is no bacteria, corrosive salts, metals etc in the water. It assists in improving the taste of the water and tackle hard water problems .
In India, water purifier market can be segmented into three divisions: Offline, UV, and RO water purifiers. Offline water purifiers employ the simple concept of gravity for a purification process that does not require the need for electricity. Similarly, Reverse Osmosis (RO) uses the semi-permeable membrane filter to remove dissolved inorganic solids impurities and also even bacteria from water. Likewise, UV water purifiers use ultraviolet light for germicidal eradication and can be paired with other systems of purification for better results .
As people are currently becoming more health conscious, the Indian water purifier market is expected to grow at a steady pace. The water purifier products are available at low prices and have started to penetrate in lower income households. The demand of RO technology water purifiers is on the rise. The home water purifier industry in India is expected valued at USD 868 million in FY 2018, has been growing at a CAGR of about 20% for the last three years .
Water purifiers market in India stood at US$723.6 mn in 2017. Due to the result of increasing awareness regarding the consumption of safe water and the availability of water purifiers, the market is expected to grow at 20% during the forested period of 2017-2026. Currently, more than 75% of the market is organized. Eureka Forbes (Aquaguard), Tata Chemicals (Swach), Kent RO Systems, HUL (Pureit) and Ion Exchange (Zero B) are the market leaders of the organized industry. Eureka Forbes and Ion Exchange were among the first companies to introduce the concept of water purifiers in India .
The issue regarding the availability of safe and pure drinking water to its huge population has been a significant challenge faced by India. The disposal of industrial waste in water sources has further increased the occurrence of water-borne diseases like diarrhea, jaundice, cholera etc. In order to address the challenges brought about by these diseases, the Government of India is investing a substantial amount in water infrastructure development and taking initiatives to raise awareness regarding health risks associated with the consumption of untreated water. This is expected to have a positive impact on the overall market demand .
|Base Year||2018||Researched through internet|
Rather than using purifier, packaged drinking water has gained popularity among consumers due to its availability and less cost. The growing income of the individual, changing customers taste & preference towards packaged water is popular. The players in this sector includes Coca Cola, Bisleri, PepsiCo,etc .
India water purifier market is bound by challenges, with the largest threat to water purifier sales being spurious assembled me-too brands. India water purifier market will witness growth confines of these devices that sell at relatively low cost and have no quality checks, thereby gaining fast approval and market penetration. The manufacturers face more competition from alternative packaged water than among water purifier market and the market shares .
Top Market Opportunities
As the number of buyers winds up noticeably mindful about water-borne sicknesses spread through the convenient utilization of water, the more the request in the India water purifier market is anticipated to enlarge. Some of the market opportunities for water purifiers are:
- Use of offline purifiers: The popularity of offline water purifier is especially seen in rural areas that require neither water supply nor electricity. These are cost effective and easy to handle as well. .
- Product reach: Since, the market of water purifier is characterized by the presence of good mix of international and domestic brands, manufacturers are targeting on developing low-cost variants and improving their product reach to satisfy its consumers . Similarly, the lost cost purifiers are reaching the urban and rural market through either conventional distribution channels/non-governmental organizations as well .
- Challenges of fresh water: Over the last few decades, India has been suffering from a significant challenge of solving the issue of safe and pure drinking water to cater a large number of people. As statistics reveal that only 4% of water is fresh .
- Existing water pollution: In India, the pure, clean and safe drinking water is not easily accessible and is often contaminated. Even tap water contains more than 2100 toxins. . The overpopulation, the industrialization, and environmental degradation may result in impurity. It is seen that only about less than 30% of industrial wastewater is treated before their release into the environment thereby polluting water resources. Thus, different water purifiers are on demands to ensure the quality of drinking water .
- Governmental initiatives: According to the data by the World Bank, water-related communicable disease account to about over 75 %.To address the issue, the Indian government is focused on investing the good amount of support in creating good infrastructure for the water market and raise awareness regarding drinking untreated water and its related health hazards. This campaign is expected to have a positive impact on the overall market demand for water purifier in India. Likewise, the demand for commercial water purifier technologies and solutions will enable the several small shops, cafés, and public places in India to comply by the government initiatives of creating availability of purified water across the country .
- Competitiveness: The water purifier market has advanced into innovative and cost friendly approach whereby the quality of products are not compromised and are aimed to meet the international standards as well. The competitiveness with respect to the non-electronic product has brought about the shared revenue in offering its user with after sales services and replacement filters as well .
Although the awareness programs, utility, and popularity of water purifier has increased, yet some restraints remain to limit this market:
- Maintenance costs of filters and spares: The issue of regular filter change in RO as at least 3-12 stage of purification occurs and the probability of clogging impurities may be seen. Also, sediment and carbon filters are to be changed annually in RO. Likewise, the RO membrane replacement needs to be changed every two-three months for better performances .
- Lack in end-user education: The main restraint lies in educating the end user on the effectiveness of water purifiers and convincing the consumer to invest in the long-term approach towards drinking healthy water . This is expected to pose the restraint to the water purifier market in FY 2018.
- Traditional approach: There are still the large group of people who rely on boiling water to ensure purification of water in the rural area of the country .
- Budget/cost of purifier: The basic RO or UV water purifiers usually doesn’t come with all features in the same purifier and the one which includes all the features are quite expensive .
- Portability and brand of purifier: Since the purifiers that are light weighted and smaller size rely on the purpose of carrying purifier as they are easy for travel as well . Also selecting the brand of water purifier is must as it is directly related to the health of individual u and thus checking for third-party certifications in Water Purifier is must guarantee the quality .
Since, in India RO purifiers are of the wall mounted type, and are more expensive and the filter used in this may not be available in the open market as they don’t use standard size filter cartridges thus possessing challenges to market.
Since the consumer appliances brands are emerging and posing a wave of change into the water purifier market in India, the new innovations are being introduced in India. The key players are strengthening their distribution network and introducing the new products as well. The shift to promoting the online sale is also seen.
With the technological advancement, the companies as Livpure's i-taste RO water purifier have taken into consideration the consumers preferences and customized accordingly. Likewise, some Wi-Fi enabled water purifier systems have also been introduced that are widely appreciated in urban settings where the chances of contamination particle are at a higher rate  .
Also, the new entrant to the market, Havells has launched the 8 stage purification process ensuring safe and healthy drinking water via 100% RO AND UV purification. Also, different variants offer facilities as purification process indicator, capacitive smart touch user interface and 3 smart programmable dispensing options that aids in easy operation
The growth and the entry of the several consumer appliance brands in the market of India have brought about the reduction in the prices in the water purifiers . Manufacturers are producing affordable water-purifying units in order to penetrate the market. The price of water purifiers ranges from US$7- US$28. Low-cost purifiers are easy to maintain and the refilling/refurbishing cost is also not very high .
Cost-effective technologies have made it possible for larger part of the country’s population to afford water purifiers. Advanced model of water purifiers that offer a combination of technologies will cost between USD 115 and USD 215 . Non- electric water purifiers products are available at less than 25$ too. 
Other Key Market Trends
Water purifiers are considered to be a push product requiring considerable concept selling in rural markets, and penetration of water purifiers in rural India is also lower due to economic factors, poor sales and lack of distribution networks.
Import of household type water filters by value has grown at a compound annual growth rate (CAGR) of about 15%, wherein terms of volume, it has gone down at a CAGR of about 20% during FY 2014 to FY 2018 due to a reduction in customs duty .
Market Size and Forecast
India’s water purifier sector’s market size is about USD 868 mn as of 2018 and is estimated to reach USD 4,277 mn by 2026. According to various reports and surveys, India water purifiers market stood at US$723.6 mn in 2017 and is projected to grow at a 20% CAGR during 2017 – 2026. In India, per capita freshwater accessibility is just 1,184 cubic meters which is predicted to fall with an increase in population. This makes water purifiers a necessity, especially in rural areas where there's a higher risk of disease and lack of facilities to deal with it. This makes India the second largest market for water purifiers in Asia .
The market is witnessing growth in three segments i.e. Membrane based water purifiers, UV based water purifiers, Offline water purifiers. Out of the three, RO based water purifiers are expected to witness the growth of CAGR 18.2% over the coming years. Offline water purifiers are cheap solutions and hence receiving good penetration in low-income households. Water purifier market is set for an increase in competition over the coming years. Introduction of low-cost water purifiers is intensifying the competition.
Water purification, though still viewed as a niche segment, is growing at a rapid pace. The technologies available in the India water purifier market are gravity purifier, RO purifier, sediment purifier, water softener, and UV purifier. Of these, the RO and UV purifying technologies are expected to show a strong growth rate as they have the ability to purify the water to the maximum level. Analysts have estimated that the RO purifier technology segment will progress at a CAGR of 18.2% during the forecast period. Reverse osmosis (RO) technology is extensively used for purifying water. It removes germs and other dissolved salts from water by using membrane technology.
The various end users of these technologies are industrial, commercial and household. The commercial and household segments will see a high adoption of water purifying technologies. Between the forecast period of 2016 and 2024, the household segment is expected to register a CAGR of 15.5%. The growing demand for affordable and portable water in Indian households is expected to play a critical role in shaping the trajectory of the India water purifier market .
Total water purifier market has segmented into organized water purifier and unorganized water puffier. Both these market has made up of Ro+ water purifier, UV water purifier and Offline/Gravity based water purifier. Among these, basic RO is major market share holder but will be beaten by Ro + UV + UF at the end of 2022-23 .
The total market is made up of organized and unorganized players having a large price difference between them. Unorganized players are slowly becoming organized through an easy online platform. E-commerce has created a huge difference in distribution channel of all players whether organized or unorganized. Demand at the top end (electric) of the water purifier market, as well as the bottom end (non-electric/gravity based), is showing strong growth .
With the technological advancement, the companies as Livpure's i-taste RO water purifier have introduced the consumers to customize their taste of water according to the preferences. Also, some Wi-Fi enabled water purifier systems is introduced that can be accessed remotely. Such technologies are widely appreciated in urban settings where the chances of contamination particle are at a higher rate .
Also, there is the heavy investment in research & development activities to introduce water purifiers lodged with RO, ozone, UV, UF, activated carbon, and candle filtration technologies
Distribution Chain Analysis
Talking about the distribution chain analysis of Indian water purifier market, some companies sell certain products through retail stores, while others that require education or demonstration are sold through direct marketing
White India water purifier market has witnessed several entrants, not many have realized success with water being a complicated area, and technology still being at an evolving stage. However in this underpenetrated market, competition concerns for players does not lie in existing and emerging companies, but with the consumer belief that boiled water is safe for consumption. Leading players in the India water purifier market are therefore leveraging their brand equity distribution strength, and focusing on the launch of new water purifier models.
Being a highly consolidated market, the top 4 manufacturers account for over 66% of the overall market revenue. The Indian market is characterized by the presence of good mix of international and domestic brands. Low-cost water purifiers are making inroads in both urban and rural markets through either conventional distribution channels or through non-government organizations. Also, raising awareness about the hazards of unsanitary drinking water could be a competitive force, in terms of social responsibility. The water purifier companies are required to raise the awareness by selling the concept of safe water drinking and focus on offering products and services that are affordable and 24*7 available .
Some key factors on which companies compete in the market are price and technology. Since the Indian market is cost-sensitive, manufacturers are focusing on developing low-cost variants and improving their product reach .
Also, various technologies namely gravity purifier, Ro Purifier, UV Purifier, sediment purifier and water softener can be seen in the market, and this can be another competitive factor. Also there are industrial, commercial and household varieties whereas the accessories segment includes faucet mount, water dispenser pitcher filter, shower filter and under sink filter
Key Market Players
- Kent Grand Plus Mineral RO+UV Water Purifier: It comes under Kent RO Systems Ltd which is an Indian healthcare products company headquartered in Noida, Uttar Pradesh. The company manufactures water purifiers based on the process of reverse osmosis (RO) purification. Along the years, it has expanded its products range from vacuum cleaners, air purifiers, vegetable and fruit purifiers to water softeners. The company sells more than 225,000 RO purifiers every year and holds around 40% market share in India. RO purifiers make about 80% of its revenues .
- Havells Max RO+ UV 8 Ltr Water Purifier: This one of the best-selling RO UV water purifiers in India comes under Havells India Limited, one of the largest electrical equipment companies in India. It has been operating since 1958. The Havells Max RO+ has the seven-stage water purification process. This includes sediment filter, activated carbon filter, reverse osmosis membrane, UV bulb, mineraliser and post activated carbon filter. All these makes it suitable for all kinds of water sources including borewells, river water, overhead water tank, tap water and municipality water. As of 2017, the company had an asset of US$690 million .
- Livpure Pep Pro++ 7 L RO + UV +UF Water Purifier: Livpure is a brand of SAR Group company. Livpure Pep Pro water purifier gears RO, UV and UF technologies in purifying the water. The fact that it is rated 4+ Stars by more than 500 real buyers at Amazon also signifies the popularity it has gained. The company expects the industry to double every five years or so and hope the market to reach about $1.12-1.41 billion USD by 2021Cite error: Closing
- Blue Star Majesto 8 Litre (RO UV): Blue Star Aristo RO + UV 7-Litre water purifier is manufactured by air-conditioner manufacturer Blue Star Ltd. This is a six-stage water purification device. It includes a pre-sediment filter, pre-carbon filter, RO membrane, UV lamp, post carbon filter and aqua taste booster. The company also retails commercial refrigerator, air-conditioners apart from water purifier and had registered $352 million USD revenue from this straight up in 2016 .
- Aquaguard Geneus RO + UV +UF water purifier: Eureka Forbes Ltd is a consumer goods company based in Mumbai, India. It was founded in 1982 and is a part of the Shapoorji Pallonji Group. The company also covers vacuum cleaning, air purification and home security solutions apart from its water purification products. The water purifier business accounts for 70% of Eureka Forbes’ turnover. It grew 59% in 2016-17 over the previous year .
- Pureit Mineral Classic RO+UV Water Purifier: It is considered as one of the best budget water purifiers in 2018. It has the Storage capacity of the 6 litres. The purifier includes a six-stage purification process including pp melt down, pre-sediment filter, Pre-Ro carbon filter, post-carbon sediment filter. The post-carbon sediment filter removes all the suspended dust, impurities, chlorine and thus improving the taste of water. It comes under the Hindustan Unilever Limited (HUL) which is an Indian consumer goods company based in Mumbai, Maharashtra. It is a subsidiary of Unilever, a British-Dutch company. The company had a revenue of US$4.8 billion in 2016-2017 .
- Blue Star Aristo RO + UV 7-Litre Water Purifier: Blue Star Aristo RO + UV 7-litre water purifier is manufactured by air-conditioner manufacturer Blue Star Ltd. This is a six-stage water purification device. It includes a pre-sediment filter, pre-carbon filter, RO membrane, UV lamp, post-carbon filter, and aqua taste booster. The company also retails commercial refrigerator, air-conditioners apart from water purifier and had registered $352 million USD revenue from this straight up in 2016 
- Kent Maxx 7 L UV + UF Water Purifier: Kent Maxx 7 L UV + UF water purifier comes under Kent RO Systems Ltd which is an Indian healthcare products company headquartered in Noida, Uttar Pradesh. The company manufactures water purifiers based on the process of Reverse osmosis (RO) purification. Along the years, it has expanded its products range from vacuum cleaners, air purifiers, vegetable and fruit purifiers to water softeners. The company sells more than 225,000 RO purifiers every year and holds around 40% market share in India. RO purifiers make about 80% of its revenues .
The India Water Purifier Market has been gowing up and impacting the international economy in terms of growth rate, revenue, sale, market share, and size. The market is likely to continue having a solid ground in the market, since India has seen a lot of water-borne diseases over the decades with very less amount of drinkable water. Also, with increasing awareness about the necessity of sanitary drinking water, the industry is likely to flourish. Companies are starting to become more and more innovative in terms of cost-friendly varieties with newer technologies.
- CAGR: Compound Annual Growth Rate
- US$: United States Dollar
- RO: Reverse Osmosis