With the Rainy season round the corner, there is a new entrant in the water purifying market. The Market leader Eureka Forbes now faces tough challenge from HUL’s Pureit which has now been launched in a new reduced size and reduced price too.
Kent has already been giving a tough fight to Aquaguard with its marketing campaigns having the Hema Malini and her daughters as the Brand Ambassadors.
The new entrant to this market is the Tata Chemicals with its water purifier Brand Swach which is competitively priced at Rs.999/- equivalent to the HUL’s Pureit.
The most important that one needs to understand is that Eureka Forbes is also a part of the Tata Sons and Shapoorji Pallonji Group. Tata’s launching a new brand all together against their well established brand Aquaguard seems to be little confusing. Does this signal that Tata's trying to penetrate the market particularly the rural areas with a competitive price and a Trusted Indian name ??
The one reason for this could be the highly urban image of Eureka Forbes and the sophistication that the brand carries over the years. To counter the Pureit strategy, the launch of a new brand all together under the label of a new company seems to be a very smart strategic step.
The only thing to watch would be that how Tata’s fair against the already well established Distribution Channel of HUL and this competition is worth watching..
Till then Keep Reading!!!
~Sumit Jasoria
Definitely a strong entry by the Tatas in the water purifier category. With price variant products like Tata Swach (Rs. 999), Tata Swach smart(Rs 799) and Tata Swach Smart Magic (Rs 499), Tatas have provided a, as you can afford, kind of offering to the consumers. Also most of the launches are in the tier 2 cities proving the target consumer to be not from metros. Tata Swach capability to be fitted over any kind of utensil and tata swach lock would also augur customer retention going forward.
ReplyDeleteThanks for the detailed Analysis Ravinder, This shows the potential that this product category has in India.
ReplyDeleteAquaguard You can find Aquaguard Water Purifier Dealers in Mumbai very easily. Too many Aquaguard Water Purifier Dealers provide their services here. we also provide following services for your water purifier (for any company & any model).
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