Blue Star expands range of water purifiers

Blue Star Limited today announced the expansion of its range of products in water purifier business aiming to reach a 10 per cent market share in three years.
As part of its aggressive growth plans, Blue Star, which entered the residential water purifier business in October last year, launched a range of 15 models, including colour variants in the electric devices category -- RO, UV and RO+UV. Out of the 15 models, 11 of them offer a double layered RO+UV protection to ensure that the water is absolutely safe and pure, the company said.
The offering comprises five series called the Stella, Prisma, Edge, Majesto and Pristina with price points varying from Rs.7,900 to Rs 44,900.

The company was currently offering residential water purifiers and will gradually enhance its range to cover commercial water purification systems as well, Blue Star said in a release here.
Blue Star water purifiers are already available in 80 towns with over 135 channel distributors including ecommerce channels and modern trade in over 1000 retail points, it said. Plans were on the anvil to increase the presence to over 100 towns in the current year, the release said. Blue Star Limited Joint Managing Director B Thiagarajan said the company had already set up a large team of over 100 people and was committed to making significant investments in the water purifier business.

"The range of products launched augur well with our premium and aspirational brand personality... We are buoyed by our initial success and plan to reach a market share of 10% in about three years," he said.