Blue Star launches 34 new models of water purifiers with RO

Blue Star launched a premium and differentiated range of residential water purifiers comprising 34 models across various price points with RO, UV, UV LED, RO+UV, and RO+UV+UF technologies including colour variants and select models with Immuno Boost technology.

The market for pure drinking water has been on the rise mainly due to deterioration in the quality of water, resulting in a spurt in water borne diseases. There is an over dependence on ground water which has significant levels of dissolved impurities. Most of the models offer double stage RO+UV protection such that the entire water passes through the RO membrane first and then the UV lamp thereby ensuring that the water is absolutely safe and pure.

The range includes nine series called Stella, Prisma, Imperia, Eleanor, Majesto, Genia, Aristo, Eternia, and Pristina with price points varying from ₹10,900 to ₹46,900 in the RO and its variants range; and price points from ₹7,900 to ₹9,900 in the UV range. When the company forayed into the business, it was with 13 models in limited price bands. The company has now extended the range in order to have products across various price points.
These purifiers are highly differentiated and offer attractive features such as hot and cold water, touch sensors, electronic dispensing, speech assist, taste enhancer, filter change alerts, aqua taste booster, super-efficient RO membrane, child lock function and aqua mineral infuser, amongst several others.

Now that the entry phase has been successfully accomplished, the company intends to scale up its Water Purifiers business faster and towards this end, Blue Star has integrated the sales and service functions of Water Purifiers with that of room air conditioners to leverage the strengths of its room air conditioners business in these areas.

The company is also test marketing a range of commercial water purifiers to cater to the growing demand of purified water in offices, restaurants, clinics, and other commercial establishments.

The electric residential water purifiers market in the country is pegged at about ₹5000 crores, increasing at a CAGR of 8-9 per cent. Interestingly, around 15-20 per cent of the overall market comprises replacement market. About 4 million units sold every year are electric viz RO, UV, RO+UV and its variant.