India's Water Purifiers
Market is anticipated to project robust growth in the forecast period because
of increasing health consciousness among the population, government
initiatives, new product launches by water purifier companies, etc.
Water purifiers are
gaining popularity among consumers since they offer various advantages, such as
the removal of dissolved solids and toxic metal impurities, elimination of
different disease-causing microorganisms, retention of essential materials,
removal of iron from water, high-speed filtration, etc. Reverse osmosis (RO),
ultrafiltration (UF), TDS controller, and important minerals technology are among
the few technologies used by water purifiers to clean water and preserve its
essential minerals.
Moreover, several market
players focus on improving their marketing strategies to attract more
consumers. For instance, in 2020, a new digital campaign was launched by
Livpure to address the issue of water scarcity. The company launched advertisement
for a smart RO purifier which claims to save around 20,000 liters of water
annually.
Growing Health
Consciousness Among Consumers Fueling the Market Growth
The rise in health awareness among
consumers regarding the increase in waterborne diseases and the lack of safe
drinking water are contributing to the water purifier market in India. Over 6%
of the Indian population does not have access to clean water. It is estimated
that the cost of waterborne infections in India is around USD600 million
annually. Water is chemically contaminated in approximately 1.96 million homes,
primarily by fluoride and arsenic. According to the World Health Organization,
tens of millions across 19 states in India may be affected by excess fluoride.
In contrast, up to 15 million people in West Bengal may be affected by excess
arsenic, which is similarly concerning. These factors encourage the population
to purchase water purifiers, boosting the overall growth of this market in the
country.
New Product Launches by Market
Players Aiding the Market Growth
To obtain high-quality
products, consumers are increasingly looking for wide range of possibilities.
Therefore, the key players in the water purifier market are introducing new
products and expanding their product lines to meet the growing demand. For instance,
in 2022, LG launched UF+UV water purifiers in India, which offer seven stage
filtration process. Similarly, in 2022, Kelwon launched a range of health water
machines in India using Korean technology. The range includes Copper RO water
purifiers, Alkaline RO water purifiers, etc. Also, in 2022, Sharp launched
water purifiers with unique disruptor technology equipped with a 6-stage
filtration process. Additionally, in 2022, Pureit launched its Pureit Vital
Series, a new range of RO + UV + Minerals-based water purifiers with
FiltraPower Technology. These factors are anticipated to further enhance the
water purifiers market growth in the forecast period.
Government Initiatives Boosting
the Market Growth
In 2021, the Central
Pollution Control Board (CPCB) was ordered by the National Green Tribunal to
issue orders to all RO manufacturers, banning water purifiers in circumstances
when the amount of total dissolved solids (TDS) in the water is less than 500
milligrams per liter. Also, in 2021, the Environment Ministry announced the
regulation on the use of water purification systems, which states that each
water purifier must have a 'conformance label,' similar to a star rating,
declaring its efficiency level as well as water rejection and waste levels. Additionally,
through advertising and public awareness initiatives, all agencies and
organizations engaged in the water supply are obligated to educate consumers on
the quality of the water being delivered along with their TDS level. These
initiatives also spread awareness among people regarding the benefits of water
purifiers. This factor is projected to expand the market growth of water
purifiers during the forecast period in India.