http://www.bharatbook.com/consumer-goods-market-research-reports/india-water-purifiers-marketforecast-and-opportunities-2017.html http://www.bharatbook.com/energy-market-research-reports/india-water-purifier-market-forecastopportunities-2011-2016.html http://www.assocham.org/prels/shownews-archive.php?

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Erratic and poor quality of water supplied to the masses by the civic authorities has provided tremendous scope for water purifier market in India which is likely to touch Rs 7,000 crore by 2015 from the current level of about Rs 3,200 crore. Water purifier segment in India is growing at a compounded annual growth rate (CAGR) of about 25 per cent and is largely driven by rising sales of low-cost variants triggered by extreme shortage of drinking-water and dwindling water table which has created huge gap in demandsupply of clean water jeopardizing the normal life, said The Associated Chambers of Commerce and Industry of India (ASSOCHAM). Besides, the sales of water purifiers across India are likely to cross 1.5 crore units by 2015 from the current level of over 78 lakh units, according to the ASSOCHAM study titled, WaterPurifier Industry in India: An Overview. Growing at about eight per cent annually, the global water purifier industry is currently poised at about Rs 4.96 lakh crore and is likely to reach Rs 6.25 lakh crore by 2015, according to the ASSOCHAM study. Growing awareness amid consumers vis--vis health hazards of consuming unsafe and untreated water together with local and international companies jumping on the water-purifier bandwagon, the sector is likely to witness huge surge, more so as an expeditious growth in population is aiding lack of access to safe drinking water together with inadequate sanitation and hygine, said Mr D.S. Rawat, secretary general of ASSOCHAM while releasing the findings of the study. Over 85 per cent of fresh water resources in India are used for irrigation purposes, about 10 per cent is used by the industrial units, municipal use and in construction projects and a meager five per cent is available in terms of drinking water, highlights the ASSOCHAM study. Acute shortage, salinity of water, depleting groundwater levels and low market- penetration together have led to an upsurge in demand for water treatment products across India, said Mr Rawat. According to the ASSOCHAM study, a whopping 70 per cent of maladies in India are waterborne owing to poor water quality in most parts of the country. Water purifier industry in India is broadly divided into two major categories low cost water treatment products and high-end water purifiers. Low-cost water purifiers cater to the majority of

the market as they do not require electricity and running water and are generally gravity based, chemical based water purifing systems available in the range of Rs 500 to Rs 5,000. Majority of leading water purifier manufacturers in India have launched high-end water purification devices which use electricity and running water for purification process and are using reverse osmosis (RO) technology, ultraviolet based filters and microbiological treatment. These premium water treatment products are available in the range of over Rs 5,000 and Rs 40,000 and above. Kent RO, Eureka Forbes, LG, Whirlpool, Panasonic, Philips, Usha, Bajaj Electricals, Okaya Power Group (Nasaka brand), Hindustan Unilever amid others are certain leading brands in this category. Companies in the high-end segment are spending a major chunk of their revenues on marketing their products and providing quality after-sales services to stay ahead of their peers. Many companies are also conducting surveys to ascertain the quality of drinking water in localities in terms of its taste, odor and hardness to educate the masses and create awareness amid consumers about harmful consequences of consuming contaminated water. As per an estimate, Gujarat alone accounts for about 32 per cent of the overall water purifier market in India owing to the state governments emphasis on supply of water via significant investments in industrial estates and special economic zones (SEZs) together with governments support to set up manufacturing and water treatment plants, designing and engineering units, according to the ASSOCHAM study. Delhi-NCR alone accounts for sales of about 42,000 units of water purifiers annually with over 130 local companies operating in this domain selling products laden with local and imported components. http://www.dnaindia.com/money/report_how-consumer-expectations-will-change-waterpurifiers-in-future_1638921 Home water purifiers are witnessing strong growth in India. And the reason is simple even today; 400 million people dont have access to safe drinking water in India. Thats almost 100 million households. According to the 11th Five-Year Plan report, there are about 2.17 lakh quality-affected habitations in the country, and about 66 million people are at risk due to excess fluoride in 200 districts of 17 states. With rising awareness about waterborne diseases and the associated health and economic burden, it is no surprise that this industry has been witnessing a strong double digit growth for the last few years. It will continue to grow at similar pace for the next few years. Technology behind water purifiers is witnessing a change in India. The Indian market is inundated with water purifiers, with each making some claim or the other about protection from bacteria, viruses and associated waterborne diseases. Unfortunately, most of the claims are exaggerated, making it very difficult for the consumer to gauge the efficacy of the purifier, in terms of removing the microbiological hazards associated with drinking water.

This is especially true for low-cost offerings in the price range of Rs500-2,000. One reason for this is the absence of any performance standards for point-of-use (POU) water purifiers in the country. These standards are currently being deliberated. Once in force, they will result in significant improvement in the microbiological performance of low-cost purifiers. Stand-alone candle filters, technologies based on micro-filtration membranes which do not remove viruses, and simple carbon filters will need to upgrade performance based on proven international bacteria, virus and parasite removal standards. There is another environmental reality that will have a major impact on the water purifier industry in India. Fresh water resources are becoming scarce, leading to an increasing utilisation of ground water. As a result, the water table in most parts of the country has receded, directly resulting in the increase in the level of dissolved solids in water. The level of total dissolved solids (TDS) in water influences the taste of water and it is widely recognised that water with TDS levels of 50-200 ppm (parts per million) has the most acceptable taste. The reality is that TDS levels in ground water across several parts of India exceed 500 ppm with some areas having ground water with TDS in excess of 1,000 ppm and 1,500 ppm. The taste of this type of water is not palatable and therefore Reverse Osmosis (RO) membrane-based water purifiers are becoming extremely popular because of their ability to remove TDS by 90-95%. These devices require a high pressure pump to drive water through the RO membranes, making these devices expensive. In the higher socio-economic classes in urban India, however, prevalence of RO devices will continue to increase for the next few years. There are two limitations of RO as a technology. The first is that for every litre of input water, only a fourth or fifth goes through the membrane while the remaining water largely goes down the drain. The second has to do with the use of electricity which is required to power the high pressure pump. Certain technology trends in water purifiers will be dictated by the lifestyle and beliefs of the young middle and higher income consumers in India. The first is the desire for simple and convenient designs. Consumer expectations on ease of installation of water purifiers, and the ease of replacing the consumable components, have already increased several fold due to busier lifestyles. Another feature that has gained relevance is convenience. Purifiers which dont require consumers intervention for start-up or stop have gained prominence, particularly with premium consumers. The second technology trend will be driven by consumers who are far more conscious about the environment and who are starting to demand that natural resources be used in a responsible and sustainable manner. In fact, it is entirely possible that in the near future, such consumers will make their choice for a water purifier based on environmental impact. Water purifiers are inherently superior with respect to boiling water and bottled water because of far lower contribution to green house gases. Purifiers with lower plastic and carbon weight, purifiers making use of recyclable plastics and purifiers that do not consume too much or any

electrical energy, however, will become more popular than others (everything else being equal; that is, the guarantee of safe drinking water). Dr Skand Saksena is the general manager - water R&D, Pureit, Hindustan Unilever http://www.researchandmarkets.com/reports/1929652/india_water_purifier_market_forecast_and Globally more than one billion people lack access to safe drinking water nearly all of them in the developing countries, including India. Nearly a third of the world's population worldwide live in water-stressed areas. This figure is expected to rise to two-third of the population by 2025. In India, over one lakh people die of water borne diseases annually. It is reported that groundwater in one-third of India's 600 districts is not fit for drinking as the concentration of fluoride, iron, salinity and arsenic exceeds the tolerance levels. With increasing number of people becoming conscious of the risks of drinking contaminated water, the demand for water purifiers is rising rapidly. In the past few years, Indian water purifier industry has witnessed an exponential growth of more than 22% CAGR. According to TechSci Research, the water purifier industry sales grew dramatically during FY'10 as compared to previous fiscals due to improving demand and expanding production capacity. In 2011, the organised water purifier market stood at INR1,500 Crore. Given the increasing awareness, and largely untapped market potential, the sector is expected to grow at a CAGR of more than 20 percent till 2016. RO water purifier is the largest segment accounting for 42 percent of the market in 2011, while offline water purifiers contributed for about 20 percent of the market. However, by 2016, offline water purifier segment is expected to grow at a very rapid pace and increase its share to about 38 percent of the total market and is a key focus area for water purifier manufacturers, due to the large target customer base it offers, is expected to continue its rapid growth. TechSci Research conducted a survey across 10 major cities in India with 500 users of water purifier to understand the market size, growth drivers, issues and buying behaviour patterns, etc. The cities covered in survey were, Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal. The Indian market has tremendous potential which is more evident from the fact that global majors such as Philips and Hindustan Lever have stepped in and are looking to increase their share of the market. The three principal players today are Eureka Forbes, KENT RO and HUL. In the years to come, we are likely to see others entering the fray. India Water Purifier Market Forecast & Opportunities, 2011-2016 discusses the following opportunities in the Indian water purifier industry: - Market Size & Growth Segment Wise - Water Purifier Industry Production by Segment - Industry Sales - Drivers & Challenges - Consumer Survey Analysis - On-going Market Trends - Competitive Landscape

India Water Purifier Market Forecast & Opportunities, 2011-2016 gives a detailed and unbiased unprejudiced overview on the Water Purifier market in India. This report help readers to identify the on-going trends in the industry and expected anticipated growth in the coming years or future, as a consequence of depending upon changing industry dynamics in the coming years. The report will help industry consultants, water purifier companies and other stakeholders to align their market-centric strategies according to on-going and expected future trends in future.
http://www.indiawaterreview.in/Story/News/indian-water-purifier-market-seen-doubling-to-rs-7000crore-in-2015/705/1#.UN7obuQgHRk http://marketingpractice.blogspot.in/2007/06/kent-mineral-ro-for-mineral-rich-water.html