Morf India Ltd, a water engineering company based in Chennai, has tied up with Swedish consumer durables company Electrolux. Morf has been licensed by Electrolux to manufacture and market water purifiers and air purifiers under the brand Kelvinator, in India and Sri Lanka.

Kelvinator is a globally known appliances brand owned by Electrolux. The proposed range of water and air purifiers will be manufactured by companies approved by Electrolux in India and China, said Mr Matthew Young, Head of Global Brand Licensing, AB Electrolux.

Mr M.V. Praveen, Managing Director of Morf India, said that Morf is a well-recognised brand at the business-to-business level. It has executed several customised water and sewage treatment plants for major brands including Tatas, Vedanta, TVS, Castrol India, Hinduja, Gammon, Nippo Batteries and Apollo Hospitals. “However, it calls for a bigger and better-recognised brand name for consumer products such as water purifiers, and hence the tie-up,” he said.

According to him, the size of the water purifier market is Rs 1,500 crore currently with players such as Eureka Forbes (market leader with almost 50 per cent share), Kent and Hindustan Unilever. Quoting a market study, Mr Praveen said this segment is expected to touch Rs 5,000 crore in the next three years.

To start with, Morf today launched two water purifier models (for treated water and bore water), priced at Rs 13,600, in the South.

It also plans to come out with a budget model in the next couple of months. The national roll-out of these products will happen in stages within one year. Air purifiers will follow this, he said.

> rravikumar@thehindu.co.in

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