The water purification business in India is undergoing major changes, not just in terms of technology but also in terms of pricing and competition. Innovation and product differentiation seem to be the main essence of business. The growth drivers in water purifier market include scarcity of clean drinking water, increasing prospects for high penetration of water purifiers, increasing urbanization and waterborne diseases, while challenges faced by the industry are lack of standards and low awareness levels. There is a possibility for major players tie ups for enhancing distribution, increasing product portfolio and rural expansion. The market has also started evolving in the offline category for consumers who do not have access to clean running drinking water and electricity at a lower price point. The flourishing market of water purifiers is helping a larger base of population to get water purifiers.
India water purifier market is on a high trajectory with the segment growing at a compounded annual growth rate of about of about 25.4% during FY’2010- FY’2014 and is likely to touch INR ~ million by FY’2015 from about INR ~ million in FY’2014. Nearly 9.5 million homes use water purifier out of 220 million Indian Households which shows that there is just 4.3% penetration of water purifiers in Indian households. The major companies that dominate the water purifiers market are Eureka Forbes, Hindustan Unilever Limited, Kent, Tata and Whirlpool. Eureka Forbes has the highest turnover in the segment, generating revenues worth around INR ~ million as of FY’2014. It is present in all three categories- RO based, UV based and Offline purifiers- through its brand Aquasure.
With latest technological advancements, such as the use of RO, UV and ion exchange based technology, coupled with decent prices have motivated people to buy water purifiers and lead a healthy life. Tata Swach, the water purifiers launched by Tata group uses nano technology in water purifiers which uses rice husk ash which is impregnated with nano silver particles in water purifiers for filtering safe and clean water.
Air Purifiers market in India grew at a CAGR of 33.4% from FY’ 2010- FY’2014 but is expected to rise perpetually in coming years with CAGR estimated at ~% for the period FY’2014- FY’2019 as the market is new and mostly untapped. The increased pollution levels in India, exceeds the limits set by the Central Pollution Control Board. The rising Air pollution is one of the major factors for the increasing awareness among people for a cleaner and healthier environment but surprisingly the demand for air purifiers have not picked up pace in the household sector of India. People, despite being aware of the ill effects of breathing impure air, still don’t feel the need for installing air purifiers in their home. The demand for air purifiers is very minimal in the household sector due to low product awareness and the high cost of the product.
The water purifier industry has undergone many changes over the years as the water purifiers have evolved from carbon filters to RO and UV water purifiers. The market is mainly dominated by the organized sector. The water purifier industry being a growing industry is subjected to various changes and innovations. The industry has witnessed a lot of new innovations in technology and developments. One such example of the use of new technology would be the introduction of nano technology which uses rice husk ash which is impregnated with nano silver to produce clean and pure water. Also, recent trends have made it evident that new players are entering the market and they are trying to increase the number of selling points. In order to survive in the market, the companies have to sell products which are innovative and possess several unique selling points. There are various technologies that are already present in the market which are driving the growth of the water purifier industry. The use of Ultraviolet, Reverse Osmosis and TDS has perpetuated the growth of water purifiers in the country. However, there are a few technologies that are expected to lead technological advancements in the water purifier industry in the coming years. The rising Air pollution is one of the major factors for the increasing awareness among people for a cleaner and healthier environment but surprisingly the demand for air purifiers have not picked up pace in the household sector of India.
The report provides detailed overview on the Water and Air Purifier industry and helps readers to identify the ongoing trends in the industry and anticipated growth in future depending upon changing industry dynamics in coming years. The report will help industry consultants, water purifier companies and owners and other stakeholders to align their market centric strategies according to ongoing and expected trends in the future.
Read Report Here: India Water and Air Purifier Market Outlook to 2019