2. • About Pozzani
• Water Purifier Market in India
• Major Competitors in the Indian Market
• Entry Modes of Pozzani
• Strategic Locations and Recommendations
3. • Pozzani are one of the leading manufacturers of
water treatment products in the UK, which
include drinking water filters, water softeners,
reverse osmosis filters, scale inhibitors, water
chillers, UV systems, as well as iron removal,
fluoride removal, and whole house water filter
systems.
• Been in UK for more than 20yrs.
4. • Currently 5-6mn homes owning water purifiers out
of a total 220mn household
• Industry Organized Sector Potential: Rs 1500 cr
(USD. 300mn)
• Additional Rs 1000 cr. (USD 200mn) market in
unorganized sector
• Industry is predicted to have an annual growth path
of more than 20% for the next two years
5.
6.
7. • Born as a joint venture between the
Forbes Group and Electrolux of Sweden
• Turnover over USD 250mn
• ranked amongst India's Most Admired
Consumer Durable Companies and
amongst the Best Employers in Asia and
India
• 7,500 strong direct sales force operating
from 237 Customer Response Centres in
over 145 cities, their presence has been
expanded to 380 smaller towns through
franchised direct operations
8. • More than 35 brands and spans
over 20 distinct category
• Has over 16,000 employees with
an annual turnover of more than
USD 3.8bn. (Financial Year 2010-
11)
• Pureit is the only brand of water
purifier
9. • mission is to produce innovative
healthcare products that purify the water
we drink, the food we eat and the air we
breathe, thus help people live healthier
• Pioneer in bringing revolutionary Reverse
Osmosis (RO) technology to India
• KENT started its operations from Noida,
India in 1999
10. • Ion Exchange India pioneered water
treatment in India and is today the
country's premier company in water and
environment management, with a strong
international presence.
• Formed in 1964, as a subsidiary of the
Permutit Company of UK, we became a
wholly Indian company in 1985 when
Permutit divested their holding
• currently employ 1,000 people - multi-
disciplinary teams of highly experienced
professional managers technologists and
scientists, supported by a widespread
infrastructure in India and abroad.
11. • Other Smaller Players
– Tata Chemicals
• Tata Chemicals offers two variants of its extremely
price-competitive water purifier, Swach aimed at
providing safe drinking water to every Indian
household.
12. • Other Smaller Players
– Usha Brita
• Usha Brita has a range comprising of Waterguard Aviva,
Waterguard Splash, and Waterguard Crystal. The
Waterguard Crystal offers auto spill-proof purification
with a 3 stage purification process, whereas Waterguard
Aviva and RO Splash are six stage wall mounted and
counter-top water purifiers with a combination of
RO+UF+UV+TDS controllers. The company has
launched Spring Water Guard, a new variant in the
offline category; it offers a taste enhancer feature and
G-boiling technology.
13. • Other Smaller Players
– Whirlpool
• Whirlpool currently offers innovative products with
reverse osmosis technology and sells through the
trade channel. The RO range is marketed as
Whirlpool’s Purafresh. It has a silver impregnated
cartridge in its storage tank, ensuring that the
processed water remains completely pure, even
while in storage.
14.
15.
16. • Hindustan Unilever Ltd.
– Market leader in FMCG in India.
– Wide Distribution Channel available.
– HUL's distribution network comprises about
4,000 redistribution stockists, covering 6.3
million retail outlets reaching the entire urban
population, and about 250 million rural
consumers.
17. • Reliance India
– The ADAG Reliance Group has a business
presence that extends to over 20,000 towns
and 4.5 lakhs (450,000) villages in India, and
across the globe.
– The group is present in many sectors
including Telecom, Capital, Power,
Infrastructure, Entertainment and Health.
18. • P&G
– It has one of the widest distribution networks
with direct contact to 650,000 stores.
– Reputed for delivering high quality, value-
added products to meet the needs of the
consumers.
19. • Enter in India with a JV with Reliance as Reliance has
a huge consumer base and has a reach to the remotest
parts of India
• Main centers for raw materials (lignite, bituminous
coal and coconut shells) are Gujarat, Maharashtra,
Madhya Pradesh, Rajasthan
• We could have Madhya Pradesh and Gujarat as the
manufacturing centers as they have cheap labour, land
and electricity resources.
• We can use the distribution network of Reliance.
20. • Water Purifier Industry has a huge untapped
potential.
• Only 2% of Urban and 0.5% of all India has been
covered.
• In Northern India, we use RO systems as Total
Dissolved Solids (TDS) count is high in the water.
• In Southern India, we use UV systems as TDS is
low.
