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1. Water Purifier Market – India
July 2017
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2. Water Purifier Market in India 2017
Executive Summary
Market Overview
Drivers and
Challenges
Competitive
Landscape
• The Indian water purifier market is expected to grow at a steady pace as currently people are becoming more health conscious
• Currently, water purifiers are no longer considered consumer durables limited to affluent households as they are available at low prices and have
started to penetrate through to the lower income groups and rural households across the country
• Demand for purifiers using reverse osmosis technology is on the rise
• The market is expected to reach a value of INR X bn by FY 2022, growing at a CAGR of ~X% from FY 2016
Drivers
 Availability of water purifiers at various price points
 Increasing disposable income and economic advancement
 Lack of clean drinking water
 Increase in water-borne diseases
Challenges
 Low awareness of water purifiers in rural areas
 Ambiguity in standardization
Major Players
Eureka Forbes Ltd.
Hi-Tech Sweet Water
Technologies Pvt. Ltd.
Hindustan Unilever Ltd. Ion Exchange (India) Ltd.
KENT RO Systems Ltd. LG Electronics India Pvt. Ltd. Livpure Pvt. Ltd. OKAYA Power Pvt. Ltd.
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Trade Analysis
• Bangladesh is the largest export market for household type water filters both in terms of value and volume for FY 2016 and FY 2017, followed by
Indonesia, Philippines, and Sri Lanka, among others
• Import of household type water filters in both value and volume terms have grown at a CAGR of ~X% and ~X%, respectively, during FY 2013 to FY
2017
• China is the largest exporter of household type filters, both in terms of value and volume for FY 2016 and FY 2017, followed by the UAE and Korea,
among others

3. Socioeconomic Indicators
Market Overview
Market Influencers
Competitive Landscape
Recent Developments
Appendix
3
Trade Analysis

4. Water Purifier Market in India 2017
Socioeconomic Indicators
Total Population
4
Population Density
1,000
500
1,500
0
mn
2019 2020
X%
2010 201820172012 2013 2015 20162011 2014
0
100
200
300
400
500
2015 2016 2017 2018 2019 2020
X%
2010 2011 2013 20142012
Persons per sq. km

5. Water Purifier Market in India 2017
Market Definition & Structure
5
• Water purification refers to the process of removing undesirable chemicals, biological contaminants, suspended solids, and gases from water
• xxx
Water Purifiers (By Technology)
RO Purification UF PurificationUV Purification Candle Filter Purifier
Activated Carbon Filter
Purifier
• Reverse osmosis is the
most widely used water
purification method in
India
• xx
• UV water purification is a
method of water filtration
which uses ultra-violet
light to kill all germs,
bacteria, microbes, and
cysts in water
• xx
• UF (ultra filtration)
purification method uses
membrane similar to RO
membranes but with
bigger pores for water
purification
• xx
• xx
• xx
• xx
• xx

6. Water Purifier Market in India 2017
Market Overview
6
Residential Water Purifier Market Size & Growth Forecast
0
50
100
150
FY 2018eFY 2017eFY 2016
INR bn
Y%
FY 2022eFY 2021eFY 2020eFY 2019e
• Water purification, though still viewed as a niche segment, is growing at a rapid pace
• Increasing awareness about water-related diseases accompanied by awareness of the need for water purifiers in households as a ‘must-have’ appliance is driving the industry’s
growth in India
• xx
Current Market Scenario
Market Segmentation
Organized Unorganized
xxx

7. Water Purifier Market in India 2017
Advertisement Analysis
7
• Hindustan Unilever Ltd. has the highest number of advertisements on TV for the water purifier segment
• xx
Top Advertisers on Television (Duration wise)
• The need to drink clean water to maintain a healthy lifestyle has been propagated on most popular media platforms such as television, radio, and print
• xx
0
200
400
600
800
1,000
1,200
hrs
2015201420132012
Luminous Water Technologies Pvt. Ltd.
Tata Chemicals Ltd.
Okaya Power Ltd.
KENT RO System Ltd.
Eureka Forbes Ltd.
Hindustan Unilever Ltd.

8. Water Purifier Market in India 2017
Advertisement Analysis (Contd.)
8
• In the print medium, the volume of advertisement of water purifiers has
witnessed an overall YoY increase of ~Y% in 2013
• In 2015, Company A, dominated the print medium advertisements with a share of
~Y%, followed by Company C and Company D, among others
• xx
Advertisement Duration on Radio Advertisement Volume in the Print Medium
0
1,000
2,000
3,000
4,000
5,000
sq cm
(in ‘000)
Y%
2015201420132012
0
50
100
150
Y%
2015
hrs
2012 20142013
• Advertising volume of water purifiers in the radio medium has witnessed an
increase of ~X% during 2012-2015
• South and West zones of India have been dominating the radio advertising volumes
• xx

9. Water Purifier Market in India 2017
SAMPLE
9
Export (Value)
0
200
400
600
800
1,000
INR mn
Y%
FY 2017FY 2016FY 2015FY 2014FY 2013
0
500
1,000
1,500 Y%
FY 2017
‘000 units
FY 2016FY 2015FY 2014FY 2013
Export (Volume)
Export : HS Code

10. Water Purifier Market in India 2017
SAMPLEExport Segmentation based on Country: HS Code
10
Value-Wise Segmentation
FY 2016 FY 2017
Others
China
Philippines
Mexico
Sri Lanka
Indonesia
Bangladesh
Others
Nepal
Germany
Sri Lanka
Indonesia
Philippines
Bangladesh
Volume-Wise Segmentation
Sri Lanka
Indonesia
Bangladesh
Philippines
Mexico
Others
Kenya Mexico
Others
Kenya
Sri Lanka
Indonesia
Philippines
Bangladesh
FY 2016 FY 2017

11. Water Purifier Market in India 2017
Market Drivers
11
• Manufacturers have understood that in order to penetrate the market, they need to make more affordable water-purifying units
 Water purifiers can cost as less as INR 500 or as much as INR 20,000
• xx
Availability of water purifiers at various price points
• The rise in disposable income and per capita income has revolutionized consumers’ buying and spending patterns toward consumer goods and services
• Per capita income of India increased x% to INR Y in FY 2016 from INR Z in FY 2015, and is expected to cross INR A mn in FY 2017
• xx
Increasing disposable income and economic advancement

12. Water Purifier Market in India 2017 12
• Water purifiers are considered a push product, requiring considerable concept selling in rural markets
 Rural residents are often reluctant to buy water purifiers , even if worth just INR 500, as they consider such products are completely unnecessary
• xx
Low awareness of water purifiers in rural areas
• The growth in this sector is mainly hampered by the lack of proper standards for the water purifier business
• There are currently two standards for UV purifiers
• xx
Ambiguity in standardization
Market Challenges

13. Water Purifier Market in India 2017
Competition
13
List of Major Players
Name Website
Company A
Company B
Company C
Company D
Company E
Company F
Company G
Company H
Company I
Company J

14. Water Purifier Market in India 2017 14
Public: Domestic Company – Company A
Company Information
Products and Services
Category Products/Services
xx xx
xx xx
xx xx
xx xx
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Stock Exchange : Ticker
Key People
Name Designation
Person 1
Chief Executive Officer and Managing
Director
Person 2 Chief Financial Officer
Person 3 Company Secretary and Director
Person 4 Executive Director of Foods
Business Description
• xx

15. Water Purifier Market in India 2017 15
Key RatiosFinancial Snapshot
Key Financial Performance Indicators
Indicators Value
Market Capitalization (INR mn)
Total Enterprise Value (INR mn)
EPS (INR)
PE Ratio (Absolute)
b
c
e
a
0
f
z
y
x
d
0
INR mn
FY 2016
INR mn
FY 2014FY 2013 FY 2015
Net Profit/LossTotal Income Particulars 2013 2014 2015 2016
Profitability Ratios
Gross Margin %
Net Income Margin %
EBITDA Margin %
EBITA Margin %
EBIT Margin %
Return on Assets %
Return on Capital %
Return on Equity %
Return on Common Equity %
Liquidity Ratios
Current Ratio
Quick Ratio
Leverage Ratios
Total Debt/Equity
Total Debt/Capital
Interest Coverage
Efficiency Ratios
Total Asset Turnover
Fixed Asset Turnover
Accounts Receivable Turnover
Inventory Turnover
Public: Domestic Company – Company A (Contd.)

16. Water Purifier Market in India 2017 16
Key Business Segments Key Geographic Segments
0%
20%
40%
60%
80%
100%
FY 2013 FY 2016FY 2014 FY 2015
Segment 1
Segment 2
Segment 3
Segment 4
Segment 5
40%
60%
80%
100%
0%
20%
FY 2013 FY 2014 FY 2015 FY 2016
Segment 1 Segment 2
Public: Domestic Company – Company A (Contd.)

17. Water Purifier Market in India 2017 17
Private: Domestic Company – Company B
Company Information
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Business Description
• xx
Products and Services
Category Products/Services
xx xx
xx xx
Key People
Name Designation
Person 1 Chief Executive Officer
Person 2
Senior Vice President of Marketing and
Chief Executive Officer of Direct Sales
Person 3 Head of Rural Initiatives
Person 4 Director

18. Water Purifier Market in India 2017
Recent Developments
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Date Category Description Impact
Jun 05, 2017 Expansion • xx
Oct 04, 2016 Product Launch • xx
Sep 21, 2016 Expansion • xx
Aug 10, 2016 Product Launch • xxx
Feb 05, 2016 Collaborations & Partnerships • xx

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