Morf India to tap retail chains for Kelvinator water purifier

City-based water purifier company Morf India Ltd has decided to sell its water purifier through retail chains and standalone outlets and will look at setting up a local unit once the volumes reach economies of scale, said a top company official.

Till then imports from China would continue, managing director M.V.Praveen told IANS.

Last year Morf India announced that it had got the license to market Kelvinator brand water purifiers in India and Sri Lanka from Electrolux Home Products Inc.

"We import major portions of the water purifiers from China and the rupee depreciation has affected us. Once we log monthly sales of 5,000 units, then we will look at local production," Praveen said.

According to him, the product prices have been revised recently and there are no plans to increase the price further.

He said the company will start selling its water purifiers through retail outlets as till now sales were through direct channels.

He said the organised market size of water purifiers in India is estimated at Rs.1,800 crore and expected to touch around Rs.7,400 crore in the next five or six years.

The major players are Kent, Eureka Forbes and Hindustan Unilever.

Praveen said the company will initially market Kelvinator Ayoni branded water purifiers in the southern states and then expand its presence in major cities in other parts of the country.