Bengaluru: Aquaguard, the flagship brand that made Eureka Forbes synonymous with water purifiers for over four decades, is at the centre of an intensifying battle as digital-first rivals challenge the service-heavy model the company built its reputation on. Driven by increasing water contamination and a current penetration rate of approximately 7%, The Knowledge Co. report estimates the total Indian water purifier market to grow at an annualized rate of about 10.1% from ₹8,860 crore in FY24 to ₹14,350 crore by FY29. “More than 70% of buyers of the two-year models are first-time users," Pota said, adding that the new range is expanding penetration, rather than shifting existing customers within the portfolio.
Author: Vaeshnavi Kasthuril
Published at: 2025-11-16 23:55:14
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