Air-conditioning major Blue Star aims to emerge as a specialist player in the water purifier business, supported by differentiated products and a significant spend on sales promotion and advertising.

“Water purifiers is a strategic business with aggressive growth plans. We want to achieve specialist status in this too, like we have done in the air-conditioning business,” B Thiagarajan, Joint MD, Blue Star, said. He was launching the company’s new range of water purifiers.

Blue Star’s objective to seek a niche status in the water purifier business stems from its initial success and favourable growth potential.

The company’s water-purifier business, less than two-years old, has gained some traction in the market. “Though our market share is less than a percentage, we have sold a whopping 50,000 units in the previous fiscal,” said Thiagarajan.

Today, it sells 35 models across nine series with price points varying from ₹10,900 to ₹44,900 in RO and its variants. In the UV range, it has products in the price bracket of ₹7,900-₹8,900.

With a wide product range and other initiatives, the company aims to garner 10 per cent market in the Indian residential water purifier market, which is currently estimated to be worth ₹4,200 crore and expected to grow at 15-20 per cent in the next three years.

The company plans to spend ₹35 crore in the next two years on sales promotion for its water purifiers.

Citing an example of the company’s product differentiation, Girish Hingorani, Chief Marketing Officer, Blue Star, said normal purifiers waste three glasses of water for one glass of pure water. “For us, it is two glasses of water for one glass of pure water.”

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