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Indian Water Purifiers Market, FY2018

Indian Water Purifiers Market, FY2018

The need for water purifiers is ever increasing with increase in urbanisation, deteriorating water quality, increasing awareness towards health, and due to high Total Dissolved Solids (TDS) content in the water supplied by municipal bodies. However, educating the end consumer on the effectiveness and efficiency of water purifiers remains a major challenge for companies. Despite being a need in many parts of the country, they are perceived more of an additional cost. The preference towards packaged can and bottled water creates a major restraint for growth for the water purifiers market. Companies must adopt region-specific strategies to overcome the barriers and tap the huge potential in the country.

The online channel will have the largest CAGR of 30% between FY18 and FY23. The top-3 participants contributed to 70% of the total water purifiers market revenue in FY18. Balanced product portfolio and targeted marketing campaigns are key to penetrating the market. A major restraint is educating the end user on the efficiency of water purifiers and convincing the consumer to invest in the long-term approach towards drinking healthy water. Vigorous marketing strategies by major brands have led to a sub-sequential increase in awareness of water purifiers in the Indian market. The key challenge for companies will lie in changing the consumer’s mind-set towards water purifiers. Sales will increase when they are considered more of a necessity than an additional expense.

In the past few years, sales have increased in urban areas of western and northern parts of India due to deteriorating water quality and rise in the working population in these parts. The forecast period will see steady sales with development in infrastructure that will enable the availability of tap water even in villages, driven by government initiatives.

With the entry of several consumer appliance brands, prices have been reduced due to increased competition. The trend of other consumer appliance brands entering the market will continue. The top brands dominate the market with a strong distribution network and constant introduction of newer products. Companies have shifted their focus to online sales, whilst also supporting their distributors by listing down exclusive resellers on the online platform. However, online sales have disrupted the revenue of the retail channel, as it is available at a lesser price to the consumer. Although there are several participants in the market, they all face more competition from alternative packaged water than with each other. The increase in the number of small participants has also affected market shares.


  • Executive Summary
    • Key Findings
    • Market Engineering Measurements
    • CEO's Perspective
  • Market Overview
    • Market Definitions
    • Key Questions this Study will Answer
    • Market Segmentation by Technology
    • Market Segmentation by Region
    • Market Segmentation by End User
    • Market Distribution Channels
  • Drivers and Restraints—Total Water Purifiers Market
    • Market Drivers
    • Drivers Explained
    • Market Restraints
    • Restraints Explained
  • Forecasts and Trends—Total Water Purifiers Market
    • Market Engineering Measurements
      • Table Total Water Purifiers Market: Market Engineering Measurements, India, FY 18
    • Forecast Assumptions
    • Unit Shipment and Revenue Forecast
      • Table Total Water Purifiers Market: Unit Shipment and Revenue Forecast, India, FY18–FY23
    • Unit Shipment and Revenue Forecast Discussion
    • Pricing Trends and Forecast
      • Table Total Water Purifiers Market: Average Price for Water Purifier, India, FY18–FY23
    • Pricing Trends and Forecast Discussion
    • Revenue Forecast by Region
      • Table Total Water Purifiers Market: Revenue Forecast by Region, India, FY18–FY23
    • Revenue Forecast Discussion by Region
    • Per Cent Revenue Forecast by Distribution Channel
      • Table Total Water Purifiers Market: Per Cent Revenue Forecast by Distribution Channel, India, FY18–FY23
    • Per Cent Revenue Forecast Discussion by Distribution Channel
  • Market Share and Competitive Analysis—Total Water Purifiers Market
    • Market Share
    • Market Share Analysis
      • Table Total Water Purifiers Market: Company Market Share Analysis of Top 8 Participants, India, FY18
    • Competitive Environment
    • Product Highlights
    • Competitive Positioning
    • Competitive Factors and Assessment
  • Growth Opportunities and Companies to Action
    • Growth Opportunity 1—Product Bundling
    • Growth Opportunity 2—Government Initiatives
    • Growth Opportunity 3—Leveraging Online Platform
    • Growth Opportunity 4—Partnerships with Builders and Kitchen Integrators
    • Growth Opportunity 5—Rural Product Offering And Campaign
    • Strategic Imperatives for Success and Growth
  • Mega Trends and Industry Convergence Implications
    • Mega Trend Impact on the Water Purifiers Market
      • Table Total Water Purifier Market: Mega Trend Impact, India, FY18
    • Rise in Income levels Mega Trend Explained
    • Smart Cities Mega Trend Explained
    • Rapid Urbanisation Mega Trend Explained
  • CEO's 360 Degree Perspective on the Water Purifiers Industry
    • CEO's 360 Degree Perspective
  • RO Purifier Segment Analysis
    • RO Purifier Segment Key Findings
    • Market Engineering Measurements
      • Table RO Purifier Segment: Market Engineering Measurements, India, FY18
    • Unit Shipment and Revenue Forecast
      • Table RO Purifier Segment: Unit Shipment and Revenue Forecast, India, FY18–FY23
    • Unit Shipment and Revenue Forecast Discussion
  • UV Purifier Segment Analysis
    • UV Purifier Segment Key Findings
    • Market Engineering Measurements
      • Table UV Purifier Segment: Market Engineering Measurements, India, FY18
    • Unit Shipment and Revenue Forecast
      • Table UV Purifier Segment: Unit Shipment and Revenue Forecast, India, FY18–FY23
    • Unit Shipment and Revenue Forecast Discussion
  • Gravity Purifier Segment Analysis
    • Gravity Purifier Segment Key Findings
    • Market Engineering Measurements
      • Table Gravity Segment: Market Engineering Measurements, India, FY18
    • Unit Shipment and Revenue Forecast
      • Table Gravity Purifier Segment: Unit Shipment and Revenue Forecast, India, FY18–FY23
    • Unit Shipment and Revenue Forecast Discussion
  • Pre-filter and Others Segment Analysis
    • Pre-filter and Others Segment Key Findings
    • Market Engineering Measurements
      • Table Pre-filter and Others Segment: Market Engineering Measurements, India, FY18
    • Unit Shipment and Revenue Forecast
      • Table Pre-filter and Others Segment: Unit Shipment and Revenue Forecast, India, FY18–FY23
    • Unit Shipment and Revenue Forecast Discussion
  • North Analysis
    • North Region Key Findings
    • Revenue Forecast
      • Table Water Purifiers Market: Revenue Forecast, North Region—India, FY18–FY23
    • Revenue Forecast Discussion
  • South Analysis
    • South Region Key Findings
    • Revenue Forecast
      • Table Water Purifiers Market: Revenue Forecast, South Region—India, FY18–FY23
    • Revenue Forecast Discussion
  • East Analysis
    • East Region Key Findings
    • Revenue Forecast
      • Table Water Purifiers Market: Revenue Forecast, East Region—India, FY18–FY23
    • Revenue Forecast Discussion
  • West Analysis
    • West Region Key Findings
    • Revenue Forecast
      • Table Water Purifiers Market: Revenue Forecast, West Region—India, FY18–FY23
    • Revenue Forecast Discussion
  • Distribution Channel Revenue Analysis—Direct Sales Channel Revenue Analysis
    • Direct Sales Findings
    • Revenue Forecast
      • Table Direct Sales Segment: Revenue Forecast, India, FY18–FY23
    • Revenue Forecast Discussion
  • Retail Channel Revenue Analysis
    • Retail Channel Findings
    • Revenue Forecast
      • Table Retail Channel Sales Segment: Revenue Forecast, India, FY18–FY23
    • Revenue Forecast Discussion
  • Online Channel Revenue Analysis
    • Online Channel Findings
    • Revenue Forecast
      • Table Online Channel Sales Segment: Revenue Forecast, India, FY18–FY23
    • Revenue Forecast Discussion
  • The Last Word
    • The Last Word—3 Big Predictions
  • Appendix
    • Market Engineering Methodology
    • Evolution of Water Purifier
    • Comparison of Water Purifiers and Bottled Water
    • List of Other Companies
    • Abbreviations

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