Aquasure eyes Rs 35 cr turnover by year end

Aquasure, the rural brand of Eureka Forbes is looking at becoming a Rs 35 crore brand by the end of this year. Currently a Rs15 crore brand, Aquasure is aiming at the markets where running water is not available.

Launched a year ago, it is available both as a tap attachment and a storage system. R Vedanarayanan, deputy general manager- Eureka Forbes said, "In markets like Gujarat, we are aiming for 100 per cent growth this year on the back of entry into a larger number of markets."

At the same time, to cater to the local preferences, the company is working on a more localised product which would combine a matka or a pot with a purification system.

The company, after having entered the bigger towns over the past one year, is now targeting the smaller towns upto those having a population of about 50,000.

He said that the company is promoting the product as an alternative to bottled water and in the villages was being positioned as a safe drinking water alternative.

While the company has started advertising at a local level, Vedanarayanan said it would still be a while before the company started with its mass media campaigns.

"We need to familiarise people with the brand and product first, and for this, demonstrations and fairs work well for us," he explained.

The company has also tied up with various health missions like the polio eradication campaign to spread awareness, both about the disease as well as the brand.

The water purification business of the company including the mother brand Aquaguard is Rs 500 crore and is expected to grow at 30 per cent this year.