Blue Star forays into water purifiers, eyes premium segment - water air purifier

Targeting the high-end market, Blue Star has launched the country's most expensive water purifier, priced at Rs 44,990, with reverse osmosis (RO) and UV (UV) filtration with hot water, distribution function of cold water and ordinary water.
Cooling Solutions company Blue Star is diversifying into the residential water purifier business with the goal of taking 15% of the market over the next three years.
Rs 4,200 crore market including Eureka Forbes aquide, Hindustan Unilever (Puit), Kent Luo, Lipkin, Tata Swatch have been growing at a compound annual growth rate of 22% (CAGR) in the past few years.
Targeting the high-end market, Blue Star has launched the country's most expensive water purifier, priced at Rs 44,990, with reverse osmosis (RO) and UV (UV) filtration with hot water, distribution function of cold water and ordinary water.
B Thiagarajan, Blue Star's joint general manager, said the company has been looking for channels other than Aviation
Total revenue for air-conditioning products will double to Rs 3,800 by 2019.
"We entered the air cooler and air purifier business earlier, and entering the water purifier will further strengthen our products in the field of residential products outside the air --conditioners.
"These businesses will generate incremental revenue and achieve our target for 75 years of business in 2019," he said . ".
The company has no plans to enter the refrigerator, washing machine and microwave oven.
"The penetration rate of the water purifier is very low below 20%, so we will definitely attract new customers.
In addition, there is always a possibility of gaining market share from existing players where customers want to replace their existing water purifiers-on average, the refresh rate for this product is three years, he said.
The company uses 13 different models of water purifiers from Stella, Prisma, Edge and Majesto as a symbol of its entry.
"We are currently focusing on quality and mass quality electrical purifiers and may launch lower priced water purifiers at a later stage.
The idea is for high-end small and core families in metropolitan and mini-metropolitan cities.
"Over the next 12 months, we will try to increase penetration in other secondary and tertiary markets and will be listed nationwide by May 2017," Thiagarajan said . ".
The water purifier series is currently manufactured in Korea and India.
"We have defined norms and aesthetics.
Of the four models, two are made in South Korea and two are made in India.
Party manufacturer
We plan to make these products in our own manufacturing plant in the new department of Jammu in the next few years, "said Ajay Sharma, head
Water purifier business.
Sharma has been taken in from Unilever, Hindustan.