Water Purification Industry - The future is very promising

Indian Water Purifiers Industry was incorporated in 1984. The market growth was stagnant earlier due to low penetration of electricity and less purchasing power.

However, the market growth has picked up in the last two decades. The market witnessed a double-digit CAGR during FY’2014-FY’2019 both in terms of revenue and volume, due to increase in awareness about declining water quality and about benefits of using water purifier.

The companies have made huge investments in marketing initiatives which has helped in increasing the product familiarity. The current water electric water purifier penetration in India was 8.7 per cent in 2018 whereas for non-electronic purifier it was 3.5 per cent.

India Water Purifier Market Segmentation

Market Structure

The market can be categorized on the basis of organized and unorganized. The unorganized market contributed more than 50% volume due to the low prices. However, the organized market has more than 50% in the revenue contribution.

Sales Channel

Offline Retail Channel has been contributing major share of revenues in the market. This is due to good network of distributors and retailers the companies have set up.

Direct Sales Revenue has declined a little over the years. The Online Sales have witnessed enormous growth during the review period.



is the most used water purifying technology in the market. It is followed by UV water purifiers and gravity purifiers respectively. However, in terms of volume, gravity purifiers are way ahead due to the low average selling prices.

End-Users Residential sector is the biggest end-user in the India water purifier market. This is followed by the industrial end-users and commercial end-users respectively. Region Currently, the Western region dominates in terms of sales. This is followed by Northern region. The Southern Region has slightly higher sales than the Eastern Region. Trends to look out for in water purification market of India: Here are some of the key trends that will drive the water purification market in the years to come.Point-of-use water dispensers: In the modern society, the day-to-day lifestyle necessitates people to travel across the length and breadth of their city. However, getting access to purified water is not possible in each and every location. Packaged drinking water, on the other hand, costs around 20 to 30 rupees per litre. This has increased the demand for point-of-use water dispensing machines in the market. We will see such coin-operated water dispensing machines and RFID-based water ATMs being increasingly deployed on a pan-India level, especially in urban geographies and tier II cities. IoT technology will help in increasing the visibility of these point-of-use machines and preventing service disruptions through their timely maintenance.Domestic water bottles: Urban customers are continuing to do away with home- based water purification systems since they require considerable water and electricity, besides initial investment and constant servicing, for purification. Here, purified water bottles have emerged as an ideal alternative. The adoption of electrolyte-infused purified water bottles is on rise in India and will continue to grow as awareness about their advantages increases. Decreasing cost through integration of technology: Water purification systems and plants, their deployment and transportation of purified water entails considerable capital input. As a result, this increases the cost that customers have to pay in order to get clean water. Businesses are now decreasing these installation and operational costs by leveraging disparate technologies to lower electrical requirement and enhance water purification process. Some businesses such as Swajal Waters are providing their customers mineral water cleansed with ultra-filtration and RO for as low as 50 paise per litre. Digitization has, moreover, augmented the consumer data and enabled businesses to actively identify the geolocation of their customers through smartphone-based applications. This information, as its direct result, helps them establish the most optimal supply chain route and decrease distribution related costs.

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