Blue Star expands its range of water purifiers with innovative Immuno Boost Technology

Targets 3500 retail outlets in FY19

Blue Star has announced the launch of a range of residential water purifiers across various price points with RO, UV, RO+UV and RO+UV+UF technologies.

These include models with an innovative Immuno Boost Technology which provides alkaline antioxidant water that strengthens the defense mechanism of the human body and helps the body to stay healthy and function perfectly. The purified water with Immuno Boost Technology is abundant in alkaline minerals and hydrogen which help balance the metabolism. It can help in boosting one's immunity and keeping away from diseases by nourishing the body with clean, wholesome ingredients adding essential minerals, raising the pH and making the water antioxidant.

Blue Star has launched a range of 35 models including colour variants in the electric devices category, with a few models offering Immuno Boost technology. The offering comprises nine series called Stella, Prisma, Edge, Imperia, Eleanor, Majesto, Genia, Aristo and Pristina, with price points varying from Rs 7,900 to Rs 44,900. When the Company forayed into the business, it was with 13 models in limited price bands. The Company has now extended the range in order to have products across various price points.

The Company is also test marketing a range of commercial RO+UF as well as commercial UV water purifiers which are being targeted to water cooler customers of Blue Star as well as offices, restaurants, clinics, and other commercial establishments.

As regards to distribution, Blue Star water purifiers are already available in 125 towns with over 250 channel distributors/dealers including ecommerce channels and modern trade in over 2000 retail points. Plans are on the anvil to increase the presence to over 3500 outlets in the current year. In terms of advertising and sales promotion, the Company has plans to invest about Rs 35 crores on water purifiers in FY19. The value proposition for the segment has been identified as 'Choose Purity'. The Company has launched a new TV commercial highlighting its Immuno Boost technology that not only gives pure water but great immunity as well.

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