HUL enhances offering in water purifier segment

The company launched Pureit Marvella RO Slim priced at Rs 10, 990

Hindustan Unilever Ltd (HUL) is enhancing product offering in the water purifier segment as it looks to strengthen its position in the market.

The company, which today launched Pureit Marvella RO Slim, a smaller version of its Marvella RO water priced at Rs 10,990 as against Rs 14,990 of the larger version, is looking to tap all segments of customers across the spectrum.

"As a water purifier business, we are meeting our stated internal targets. We are happy with the progress..But we still have a long way to go. In the next 4-5 years we will define the water purifier market," Hindustan Unilever GM (Water Business) Badri Narayanan told PTI.

While he declined to share details such as sales volumes and revenue from the water purifier segment, he said the aim was to offer a range of products at different price points.

"We saddle the entire pyramid of consumers. We started off with mass segment and we wanted to define the market... after defining the market we want to move up the pyramid and offer products with higher functionality," Narayanan said.

Pureit products are priced in the range of Rs 990 to Rs 14,990. It is available in three categories -- offline (non-electricity run), ultra violet (UV) and reverse osmosis (RO).

"We will introduce products when we can enhance value for our customers," he added.

The water purifier market is estimated to be around Rs 3,500 crore in India and HUL competes with the likes of Kent RO, Eureka Forbes, and Swach from Tata.

HUL exports Pureit products to nine countries, including Brazil and China, from its two plants in Haridwar in Uttarakhand and Daman in Gujarat.