How India Water Purifier Market Is Is
Positioned?
Overview: India
Water Purifier Market comprises of both organized and unorganized
players. The unorganized players contributes majority of the share in the
volume whereas organized players contributes for majority of the revenues.
Currently the penetration for water purifier is quite low in India especially
in the rural areas. Consumers consider it as a luxury product rather than a
necessity product. However, the perception has started to change in the recent
years due to the marketing initiative of the companies. Water quality is
deteriorating in many places due to which the consumers over there are adapting
to the usage of water purifiers. The companies are focusing on the
technological developments in order to increase their market presence.
Market: The water
purifier market witnessed a growth of CAGR ~% during FY’2014-FY’2020 in terms
of volume. The revenue CAGR during the period was ~%. The market is witnessing
strong growth. New companies entered in the market which brought down the
average selling prices however the decline stagnated later. This will help the
organized players in competing with the unorganized players. The players are
focusing on increasing their retail presence and service partners for
increasing their reach and after sales service. The unorganized players compete
on the basis low prices and low AMCs for maintain their position in the market.
India Water
Purifier Market Segmentation
By Market Structure: The water purifier market in India is dominated by
organized market in terms of revenue. However in terms of volume the
unorganized market has more revenues.
By
Sales Channel: The major sales channels used in market
are Offline Retail Channel, Direct Sales Channel and Online Channel. Offline
retail channel contributed majority of the revenues.
By Technology: RO Water
Purifiers contributed the most of the revenues in the market followed by UV
Water Purifiers and Gravity Water Purifiers respectively. Gravity was leader in terms of Volume Sales.
By End Users: Residential
users contributed the majority of the revenues in the market.
By Region: West was the biggest market. It is followed by
North, South and East regions.
What are the Major Issues and
Challenges in the Water Purifier Market in India?
Low Awareness: Consumers
mostly consider water purifiers as a luxury product rather than a necessity
product as they are not aware about the different type of diseases caused by
drinking poor quality water.
Preference of Alternatives:
A large part of population still uses traditional method such as filtering with
cloth and boiling for purifying water. Another major portion of population
relies on Bottled Water Jars for their drinking water needs.
High Maintenance Charges:
Consumers feel that the company charges extra premium from them on service of
water purifiers. Therefore the customers do not follow the scheduled service
periods or uses local service providers.
Lack of Proper Distribution
Channel: Water purifiers have low penetration especially in the rural
areas. There is lack of retail outlets in the rural areas. These areas also do
not get proper after sales service. This has motivated the customers.
What are the Major Government
Rules and Regulations?
The Bureau of Standards India
has issued IS 10500:2012 which specifies the norms to be followed for drinking water in India. It
mentions the permissible residual limit and other quality norms.
The Bureau has also issued IS 16240:
2015 for Reverse Osmosis Water Purifiers, IS 14724:
1999 for Ultra Violet Disinfection Water Purifiers
and IS 7402:2011 for Ceramic Candle specifications.
In 2019, the National Green
Tribunal ordered the Ministry of Environment, Forest and Climate Change to ban
usage of RO water purifiers in areas having TDS level below 500 milligrams per
liter.
Competitive Scenario in the India
Water Purifier Market
The competition in the India water purifier market
is slightly concentrated as the top three players holds ~% market on the basis
of retail revenues as of FY’2019. The unorganized market had a retail revenue
contribution of ~% in the year. The companies compete on the parameters such as
Brand Image, Price, Serviceability, AMCs, Technological Advancements and
others. The Major players present in the market are Eureka Forbes Ltd, Kent RO
Systems Ltd, Livpure (Hindustan Unilever) and others.
India Water Purifier Market Future
Outlook and Projections
The
water purifier market of India is expected to witness decent double digit
growth in terms of volume in the future period. The revenue growth will decline
a little. This will happen as the organized companies will focus more on
profitability. The unorganized market will focus on competing on low prices,
low AMCs and personalized services. The
major penetration will happen in rural areas. As these areas are electrified
and their income level is increasing, the consumers from here will facilitate
the next wave of demand. The companies need to strengthen their retail presence
and service centers in these areas in order to encash this opportunity. The
market is expected to witness a CAGR of ~% during FY’2020-FY’2025F in terms of
revenue and ~% in terms of volume.
Key Segments Covered:-
By Market Structure
Organized
Unorganized
By Sales Channel
Offline
Retail
Direct
Sales
Online
By Technology
RO
Water Purifier
UV
Water Purifier
Gravity
Water Purifier
By End Users
Residential
Industrial
Commercial
By Region
West
North
South
East
Companies Covered:-
Eureka
Forbes Ltd
Kent
RO Systems
Livpure
Pureit(HUL)
BlueStar
LG
Electronics
Tata
Swach
Key Target Audience:-
Water
Purifier Manufacturers
Consumer
Appliance Companies
Water
Purifier OEMs/Assemblers
Water
Purifier Importers/Exporters
Modern
Trade Chains
Consultancy
Companies
Time Period Captured in the Report:-
Historical Period –
FY’2014FY’-2020
Forecast Period
–FY’2021F-FY’2025F
For More Information, refer to below
link:-
Related Reports:-
Global
Water Purifiers Market 2020 by Manufacturers, Regions, Type and Application,
Forecast to 2025
Contact Us:-
Ken Research
Ankur Gupta, Head Marketing
& Communications
+91-9015378249
