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Launched in 1984 as a simple tap attachment device, Zero B is known to be the pioneer in the water purifier market. However, the brand seemed to have faded when brands such as Aquaguard, Kent, Pureit and Swacch became household names.
Ion Exchange Ltd, maker of the Zero B brand, is now all set to grab 15 per cent share in the Rs 4,000-crore water purifier market through aggressive marketing campaigns, ramping up the distribution network and innovation in products. The company is aiming to cross the Rs 1,000-crore mark in fiscal 2013. Its total income at present is pegged at Rs 600 crore.
“We want to be present in each and every part of the country for which we are ramping up our distribution network. We will also focus on more advertisements, both print and television, going forward,” said Mr Dinesh Sharma, Executive Director, Ion Exchange India Ltd.
The company has roped in Bollywood actress Juhi Chawla as its brand ambassador. However, it has not been able to create any impact on the consumers buying patterns so far as it has not tapped the television route yet with its media campaign. Mr Sharma said they were planning to roll out their first TV commercial by the end of this year.
“Even though there is a strong recall for the brand, there has been a dilution due to lack of advertising and innovation. More than that, it is a lack of spirit to keep pace with the consumer movement,” said brand-strategy specialist Mr Harish Bijoor.
The BSE-listed water treatment firm is, however, planning to invest more on understanding consumer behaviour and in the process of launching hi-tech water purifiers priced above Rs 20,000 in the coming months. Most of the products will be based on the reverse osmosis technology, Mr Sharma said.
“Earlier, major part of the revenue came from industrial, engineering and chemical-led business. Now, we want to focus more on the consumer division by bringing out high-end technology and niche products. We don’t want to be known as a mass brand,” Mr Sharma said. He added that the company is investing heavily on research and development. The company is also looking at ramping up distribution network in tier 2 and 3 cities and extending its water softener products.
Currently, of the total revenue, engineering contributes about 44 per cent, chemical business does about 25 per cent and services adds another 20 per cent. The rest comes from consumer and household products.
“The consumer is doing better than before. The idea is to take our products to more cities and towns. We need to keep investing in market exploration, product development,” he added.
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