How is Eureka Forbes adapting to the changing water purifier market in India?

Eureka Forbes is adapting by launching more affordable purifier models, digitizing its service operations, and integrating the unorganized technician network to better compete with digital-first rivals like Urban Co.'s Native and Atomberg.

What are the key challenges Eureka Forbes is facing in the water purifier market?

The main challenges for Eureka Forbes are affordability perceptions, competition from new players offering transparent pricing and lower maintenance costs, and the threat to its lucrative annual maintenance contract (AMC) revenue stream.

How is the overall water purifier market in India performing?

The Indian water purifier market is expected to grow at an annualized rate of about 10.1% from ₹8,860 crore in FY24 to ₹14,350 crore by FY29, driven by increasing water contamination and low current penetration of around 7%.

Home / Business and Economy / Eureka Forbes Fights to Maintain Dominance as Digital Rivals Disrupt Water Purifier Market

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

17 Nov

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Summary

Eureka Forbes' Aquaguard brand faces rising competition from digital-first rivals
New players offer transparent pricing, lower maintenance costs, and app-based services
Eureka Forbes sees strong financial results, but must adapt to changing consumer preferences

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.