Livpure, a SAR Group company, is eyeing about 20 per cent market share in the RO water purifier segment in the country in the next four to five years.

Rakesh Malhotra, Founder, Livpure, said: “We forayed in the water purification business in 2012 and are now among the top three leading brands in the RO segment. There is huge headroom to grow, as we believe this sector will reach an inflection point in the next three to five years.”

The RO water purifier segment is pegged at ₹3,000-3,500 crore market, which is growing at about 20-21 per cent every year. At the same time, competition is intensifying in this market, due to the entry of new players. However, the penetration levels of RO water purifiers are still low.

Malhotra, however, pointed out that though consumer awareness for these products is high, they do not yet figure high in the pecking order on the consumer’s wish-list. He believes this is gradually changing, as consumers are becoming more health conscious, even in tier-IV towns.

“We have currently about 8-9 per cent market share and aim to grow it to about 20 per cent in the next five years,” he added.

Livpure will be banking on the launch of innovative products, strong distribution and service team, besides its brand ambassador Sachin Tendulkar (who is a shareholder in Livpure) for growth. Malhotra did not comment on the company’s turnover. It is currently estimated at ₹270-300 crore.

The company is also focussing on the air-purifier segment. “There is a strong potential for growth in the air purifiers segment especially in the top 20 cities in the country,” he added.

On the company’s long-term strategy for brand Livpure, Malhotra said: “We are focussed on making Livpure a trustworthy and dependable brand that operates in the wellness space by ensuring purity in our consumer’s lives through air and water. We are also looking to play some role in addressing food impurities in the long term.”

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