Hindustan Unilever forays into premium water purifier market

03 Oct 2011 Evaluate

Hindustan Unilever (HUL), India's largest consumer products company, has forayed the premium water purifier segment, three years after entering the market with its affordable Pureit range, now the largest-selling water purifier in the country. The new product will be named as Pureit Marvella RO (Reverse Osmosis). The product is priced at Rs 13,500, fifteen times more than the company's base product, Pureit Intella, which starts at Rs 900.

HUL’s strategy is to build the product portfolio across price points.  The move intensifies its battle with Eureka Forbes in the Rs 1,600-crore water purifier market and extends it to the Rs 550-crore RO market. Eureka Forbes leads this market, which has products ranging from Rs 6,000 to Rs 16,000, with 52% share.

The company’s one strong competitor is Tata's Swach, which sells products starting from Rs 499. Hindustan Unilever has the support of its parent Unilever in the water business as it has already been taking the indigenous brand to other markets such as Mexico and Indonesia. The company does not report the performance of its water business separately. 

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