The Government of India is aiming to provide water supplies to each house under the Jal Sakti mission with its campaign of “Har Ghar Jal”. According to government sources, 93% of Urban and Rural areas are covered under this mission but only 45% of the population has drinkable water supplies. Rising water supply to each house raises the demand for In-house water purifies the market. As per government data, the water supplies testing found a total of 27,544 quality-affected habitations in India. West Bengal, Rajasthan, Telangana, Jharkhand, Karnataka, and Assam region has more than thousands, and other states have hundreds of hazardous contaminants of metal, pesticide, fertilizer, and other chemicals west in the water supplies. For municipalities, it is not feasible to remove all harmful material from water due to quantity and economic reasons. This leads households toward the installation of in-house. Before this water supply, most people in urban areas depended on packaged drinking water and in rural areas people needed to go far away from home to get drinkable water.
Safe drinking water is the backbone of a healthy economy, yet is woefully prioritized, globally. It is estimated that waterborne diseases have an economic burden of approximately USD 600 million a year in India. Less than 50% of the population in India has access to safely managed drinking water. The rise in disposable income of Indians, awareness about safe and purified water, and availability of affordable and both electrical and non-electrical water purifiers drive the market demand upward in India. According to a report titled “India Water Purifier Market Outlook, 2026” by Actual Market Research, the water purifier market will grow at more than a CAGR of 9%.
The water purifier market can be segmented by technologies into majorly 3 groups i.e RO+, UV, and Gravity-based water purifiers. Majorly water purifier market is dominated by RO+ water purifies dominate in the urban area targeted middle-class families, followed by gravity-based water purifier dominate in a rural and remote area targeted lower middle and poor families and the third type of water purifier is UV which is used to kill the germs and Bactria through Ultraviolet radiation. Chemical contamination of water, mainly through fluoride and arsenic, is present in 1.96 million dwellings. Excess fluoride in India may be affecting tens of millions of people across 19 states, while equally worryingly, excess arsenic may affect up to 15 million people in a single state of West Bengal, A Gravity based water purifiers are capable enough to remove these contaminations by 99% to make water safe for drinkable usage. Where Middle-class families are demanding RO+ water purifiers which able to remove contaminates and also kill bacteria, viruses and other disinfects, which make the water 99% pure for drink usages. In RO-based purifiers - RO+UV and RO+UV+UF types are much demanded in the upcoming future due to their abilities to remove contaminates to kill bacteria and germs. By state water purifiers market share was dominated by the north Indian state followed by South India. In the upcoming time, huge changes in the share by region and west and southern region will dominate the water purifier markets.
The biggest challenge for the water purifier market is the supply of low-priced unorganized and Chinese products. Big players are competing by strong marketing and advertisements to aware people of the benefits to use standards quality products. , Kent RO roped in Hema Malini and Sachin Tendulkar for marketing its brand. Eureka signed Madhuri Dixit for marketing its brand Aquaguard. Hindustan Uniliver signed Farhan Akhtar and Prachi Desai as brand ambassadors for 'Pureit Marvella RO. Also to get a competitive advantage every leading company comes up with new technology and improved products. Current trends are showing the development of smart water purifiers with multi-stage filtration systems. These products are compatible with sending data about water quality and alert notifications for maintenance and track requirements and adjust settings accordingly. Tata swatch gravity-based water purifiers are also leading in the Market. Other companies in these markets are Livpure, Okaya power, Blue star, Panasonic, Havells, and LG electronics. Many companies of other sectors and regions also trying to enter this market. In the last 5 years Ion Exchange, Whirlpool, AO Smith, and Hi-Tech Sweet Water Technologies are successfully established in the Indian Market.