Globally more than one billion people lack access to safe drinking water nearly all of them in the developing countries, including India. Nearly a third of the world’s population worldwide live in water-stressed areas. This figure is expected to rise to two-third of the population by 2025. In India, over one lakh people die of water borne diseases annually. It is reported that groundwater in one-third of India’s 600 districts is not fit for drinking as the concentration of fluoride, iron, salinity and arsenic exceeds the tolerance levels. With increasing number of people becoming conscious of the risks of drinking contaminated water, the demand for water purifiers is rising rapidly. In the past few years, Indian water purifier industry has witnessed an exponential growth of more than 22% CAGR.
According to TechSci Research, the water purifier industry sales grew dramatically during FY’10 as compared to previous fiscals due to improving demand and expanding production capacity. In 2011, the organised water purifier market stood at INR1,500 Crore. Given the increasing awareness, and largely untapped market potential, the sector is expected to grow at a CAGR of more than 20 percent till 2016. RO water purifier is the largest segment accounting for 42 percent of the market in 2011, while offline water purifiers contributed for about 20 percent of the market. However, by 2016, offline water purifier segment is expected to grow at a very rapid pace and increase its share to about 38 percent of the total market and is a key focus area for water purifier manufacturers, due to the large target customer base it offers, is expected to continue its rapid growth.
TechSci Research conducted a survey across 10 major cities in India with 500 users of water purifier to understand the market size, growth drivers, issues and buying behaviour patterns, etc. The cities covered in survey were, Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal. The Indian market has tremendous potential which is more evident from the fact that global majors such as Philips and Hindustan Lever have stepped in and are looking to increase their share of the market. Marketing Research