With the fast-expanding water purifier market expected to touch the mark of Rs. 7,000 crore in the next couple of years, the segment is witnessing intense competition marked by a keen tussle between new entrants and established players. The category is roughly divided into high-end purifiers and low-cost products for water treatment. Electrolux RO Water Purifiers are the latest entrants to this buzzing segment.  Meanwhile, another renowned water purification industry player Eureka Forbes has unveiled a campaign for its flagship brand Aquaguard.

Electrolux’s entry in water purifier market will meet the requirements of the upper end audience – a designer solution to the designer kitchens. The company is upbeat with its new range of purifiers with Bollywood starlet Shilpa Shetty endorsing them.

The multi-national company is planning to tap premium segment of this fast-expanding market, sensing a great opportunity to sell water purifiers in India, keen to capitalize on the growth potential of the industry. The launch of the new range will add further edge of premium excellence to the elite Indian Water purifier market. Catering to the needs of elite customers, it will offer a variety of models to suit any architectural designer kitchens

On the other hand, Eureka Forbes has launched a new campaign that looks to educate prospective consumers about the health and nutrition aspects of drinking water. The TVC features a mother comforting her son who complains of a tummy ache. The film focuses on Aquaguard water purifier, emphasizing that the ‘Water’s doctor’ maintains the minerals and nutrients so as to provide pure and healthy water. The nutrients and minerals are symbolized by the core proposition.

Regarding its ‘Sehat ki awaaz’ (Sound of good health) campaign, direct sales & marketing head of the company Marzin R Shroff, has been quoted as saying, “Water contains important minerals like calcium, sodium, potassium, magnesium and many more which are unequivocally essential for human health. Our ‘Sehat ki awaaz’ ad campaign educates consumers about nutrients in drinking water that is essential for good health, a core offering of our brand Aquaguard, ‘Paani ka doctor’. Eureka Forbes believes that pure and safe drinking water is the birth right of every individual and Aquaguard is our offering to the huge consumer base.”

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