Eureka Forbes takes on younger rivals

Aquaguard, the flagship brand that has made Eureka Forbessynonymous with water purifiers for over four decades, is at the centre of an intensifying battle as digital-first rivals challenge the service-heavy model the company built its reputation on.

- Vaesnavi Kasthuri [e-mail]

With increased focus on health and hygiene and water purifier penetration still at a modest 7%, this is a high-stakes race to capture millions of first-time buyers.

Pratik Pota, chief executive officer and managing director of Eureka Forbes, told Mint that cost perceptions remain the category's biggest hurdle. “The first is affordability. Water purifiers are seen as expensive—both the upfront cost and lifetime cost of ownership,” he said.

New-age firms like Urban Co’s Native and Atomberg are addressing these concerns with transparent pricing, predictable servicing, and lower ownership costs, directly challenging the after-sales revenue dominated by Eureka Forbes.