Indian POU Water Purifiers Market Projected to Witness High Growth on Account of Rising Consumer Awareness about Waterborne Diseases

Deterioration in the quality of drinking water is a concern in many developing nations around the world. Environmental pollution and increasing pressure on groundwater resources has led to a degradation in water quality. These factors, along with increasing awareness among consumers about the importance of drinking clean water have created huge demand for Point of Use (POU) water purifiers.

POU water purifiers are low capacity purifiers, generally used for purifying water in households. POU water purifiers work on ultraviolet (UV) radiation, reverse osmosis (RO), and gravity/media-based purification technologies.

The global POU water purifiers market is anticipated to exhibit a 10% CAGR through 2020. India, China, and Brazil are projected to be the key regions for the growth of the global POU water purifiers market. 

Indian POU Water Purifiers Market Expected to Witness a CAGR of 18.5%

The Indian POU water purifiers market is anticipated to witness a robust 18.5% growth rate through 2020. The total size of the Indian POU water purifiers market is forecasted to be worth US$ 1.6 Bn by 2020. In terms of volume, the Indian POU water purifiers market is anticipated to reach 18 million units by 2020.

The Indian economy is growing at a brisk rate and the standard of living in India has improved considerably in the last decades or so. Rising disposable income levels and increase in general awareness among consumers has created the demand for various products that are considered a standard in the developed nations. Growing concerns about waterborne diseases have forced consumers to look for water purifier systems, and this has given an impetus to the growth of the POU water purifier market.

Market Segmentation of Indian POU Water Purifiers Market

The Indian POU water purifiers market is categorised into RO-based, UV-based, and gravity-based water purifiers. Currently, the RO-based POU water purifiers have the largest market share of 53%. UV-based water purifiers and gravity-based water purifiers have a market share of 25% and 22% respectively.

Among the three types of POU water purifiers, the RO-based purifiers are the most expensive, as they not only destroy bacteria, but also remove inorganic pollutants like metals and chemicals from water. The demand for RO-based water purifiers is robust in metropolitan cities and other urban areas in India. It is anticipated that the RO-based water purifier segment will witness a high CAGR of 19.3%. 

Although gravity-based water purifiers do not completely remove all the pollutants and harmful organisms from water, they accounted for 66% in total sales volume in 2014. Easy availability and low cost are the prime factors for the demand for gravity-based water purifiers. Furthermore, gravity-based water purifiers don’t need electricity to purify water, and this is a prime reason for their high demand, especially in rural regions - where only 55% of population has access to electricity. It is forecasted that gravity-based water purifies segment will witness a CAGR of 18.6%. On the other hand, the UV-based water purifiers segment is projected to exhibit a 16.4% CAGR through 2020.

Eureka Forbes & Kent Key Players

Eureka Forbes is one of the leading players in the Indian POU water purifiers market. Its UV-based ‘Aquaguard’ brand of purifiers had a high demand in urban and suburban regions in India. The introduction of RO-based water purifiers by Kent changed the market dynamics, and other leading companies introduced RO-based water purifiers in the market. Besides Eureka Forbes and Kent, other key players in the Indian POU water purifiers market include Panasonic, LG, PureIt, Tata, Godrej, Livpure, and Luminous.

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