Aquaguard builds on its brand legacy

Eureka Forbes focuses on technology to differentiate brand, rethinks communication strategy

The oldest water purifier brand is gearing up to protect its legacy and market share. Marzin Shroff, CEO of the Shapoorji Pallonji group-owned Eureka Forbes says the company is engaging closely with the brand as customers change and competition grows in the market place. “The face of the customer is changing and we need to ask: What are they really looking at?” he says.

The company has spent over Rs 100 crore on the brand; on technological upgrades, on the complete product offering, on service and communication. Shroff says that there are three defining elements of the brand: technology, product