Eureka Forbes Fights to Maintain Dominance as Digital Rivals Disrupt Water Purifier Market

In the past year, Eureka Forbes, the company behind the iconic Aquaguard brand, has seen its dominance in India's water purifier market come under increasing pressure from digital-first rivals. As health and hygiene concerns drive growing demand, these new players are offering more affordable and convenient alternatives to Eureka Forbes' traditional service-heavy model.

Companies like Urban Co.'s Native and Atomberg have been aggressively scaling their purifier businesses, leveraging transparent pricing, predictable servicing, and app-based fulfillment to capture the attention of first-time buyers. This has directly threatened Eureka Forbes' lucrative annual maintenance contract (AMC) revenue stream, which had previously been a key strength.

However, Eureka Forbes has not been idle. The company has reported strong financial results in recent quarters, with revenue growing 15% year-on-year and net profit rising 32% in the September quarter of 2025. Eureka Forbes has also made significant investments in digitizing its service operations, improving first-time resolution rates and shifting the majority of service requests online.

To better compete with the new entrants, Eureka Forbes has launched more affordable purifier models with extended filter life, aiming to expand penetration among first-time buyers. The company is also integrating the unorganized technician network into its ecosystem, recognizing them as partners in servicing its large installed base.

As the water purifier market in India continues to grow at a rapid pace, both Eureka Forbes and its digital-first rivals are vying for a share of the expanding pie. While the competition has intensified, Eureka Forbes remains confident in its ability to maintain its leadership position, leveraging its decades-long understanding of the market and its extensive service network.