Luminous to launch cheaper RO water purifier

Meenakshi Verma Ambwani New Delhi | Updated on August 05, 2013

Luminous Water Technologies, part of the SAR Group, plans to launch RO (reverse osmosis) water purifiers in the sub-Rs 10,000 category.

The water purifier segment has seen a slew of launches in the past couple of months and has become fiercely competitive.

The SAR Group entered the RO water purifier segment last year with brand Livpure and had roped in Sachin Tendulkar to endorse it.

“We want to offer a product that meets customer expectations,” said Rakesh Malhotra, Chairman SAR Group.

The first of its range of the sub-Rs 10,000 RO water purifier will be launched under ‘Livpure Biocare’.

Malhotra admitted that there was a big unorganised market in the country that offered products in the range of Rs 7,000-10,000 already, but said that they were non-branded and could not be relied upon. “We believe there is a large portion of the market which is looking for an affordable solution. Our product will not compromise on service or quality standards,” he added.

The Livpure Biocare RO water purifier, priced at about Rs 9,990, will have a storage capacity of seven litres and will be launched in two-three months. Besides Livpure Biocare, the company is set to launch a range of products priced below Rs 10,000. The RO water purifier market is estimated at about Rs 2,000 crore, of which about 30-35 per cent comes from metros.

The company is also looking to get into the non-electric water purifier segment.

Published on August 05, 2013

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