Aiming to become a total kitchen solutions brand, Bangalore-based TTK Prestige has entered into the water purifier category in partnership with Swiss firm Lifestraw SA.

TTK Prestige said it will use its existing distribution network besides own retail chain, Prestige Smart Kitchens, to penetrate into the category largely dominated by direct sales.

“Water purifier is a highly under-penetrated category. We wanted to enter as it will give us a total portfolio in the kitchen space,” said Chandru Kalro, CEO of TTK Prestige.

The company has presence in categories such as pressure cookers, cookware, induction cook-tops and gas stoves.

Low maintenance Speaking on pricing and distribution, Kalro said water purifiers will be retailed through Prestige’s existing distributor as also the 550-odd PSK’s and e-commerce platforms.

The company said its water purifier is targeted at the mass market.

“Our products don’t need electricity to run and the overall cost of maintenance is also low.”

The water purifiers will be priced at ₹3,495.

Asked if the water purifiers will be imported, Kalro said the company currently imports cartridges from Lifestraw.

“We will be assembling the product in Pune.”

Kalro did not give any investment numbers or the estimated market share.

TTK Prestige had reported a turnover of ₹1,350 crore in 2013-14.

The water purifier market in India has players such as Eureka Forbes, HULm, Philips, and Kent.

The ₹2,000-crore market is largely urban-centric.

Several brands have been trying to enter the mass-market category to overcome challenges such as lack of electricity and even reducing high ownership costs.

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