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Havells forays into water purifier segment, eyes Rs 100-cr turnover

January 7, 2018

Chandigarh:With the entry of Havells India in the water purifier segment, the competition in the Rs 6,000-crore industry is set to be intensified further. The company is targeting 8-10% of the market share in the next four years.

As per industry estimates, the water purifier market is growing at 15-20% annually. Out of Rs 6,000-crore, the share of the organised sector is Rs 3,500-Rs 4,000 crore.

Currently, over half a dozen players are operating in this segment with Eureka Forbes (Aqua Guard) and Kent RO dominating the market with over 75% market share. Other players are Hindustan Unilever, Whirlpool, Nasaka, Godrej and AO Smith etc.

“We are banking on the growing water purifier market with premium range in India. In the very first year of operation we aim at Rs 100-crore turnover,” said Narendra Choudhary, Executive VP, Havells India.

The company’s water purifiers have been designed and developed at its R&D facility and manufactured at its manufacturing plant in Haridwar with an installed capacity of half a million units per annum. With an expected growth of 15-20% in this segment and aggressive plan to be a significant player, Havells is fully equipped to ramp up the capacity to 1 million units per annum.

He said, “At present, the water purifier industry in the organised sector is around Rs 4,500 crore which is expected to double in the next four years.”

Choudhary said, “With only 1% of the country covered, this is an extremely under-penetrated market. As far as metros and big cities are concerned, the penetration could be anywhere between 25-35%. In case of smaller towns, it is as low as 10% or even lower, so there is a lot of potential in the under-served market.”

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