Choosing a water purifier in India is no longer as simple as picking between RO and UV. For many urban households, the water source itself is not fixed anymore. Municipal water, tanker water, borewell water and mixed supply can all enter the same home depending on the season, locality and pressure on civic infrastructure.
That uncertainty is now changing how brands talk about purification. In a conversation with MySmartPrice, Mr. Anurag Kumar, Chief Growth Officer, Eureka Forbes, said the water purifier category is seeing stronger momentum, but the real challenge is helping consumers understand what kind of purification their home actually needs.
According to Kumar, the water purifier market in India was worth around Rs 3,800 crore in product revenue last year, with another Rs 3,500 crore coming from servicing, filters, AMCs and spares. He said the product market is projected to reach around Rs 10,000 crore by FY30, while the service opportunity could touch around Rs 9,000 crore in the same period.
"We have started to see, in the last couple of years, a significant amount of activity in the market. In recent months, we are starting to see very strong growths come into the market," Kumar said, adding that the projected Rs 10,000 crore product market "might actually happen faster if the growth continues."
Why RO vs UV Is No Longer a Simple Choice
One of the biggest questions for consumers remains whether they should buy an RO or UV purifier. Kumar said Eureka Forbes does not take a one-size-fits-all approach to this.
"At AquaGuard, we have a very large UV range of purifiers and a very large RO range of purifiers. We say very clearly that if the total dissolved solids, TDS, of the input water in a particular situation is more than 200, we recommend an RO, and if it is below 200, we recommend a UV purifier," Kumar said.
The complication begins when households cannot be sure what water they will receive every day. This is especially common in cities where municipal water can get mixed with groundwater or tanker supply during the summer months.
Kumar said that in such cases, Eureka Forbes recommends RO because it works as a more universal purifier.
"If you have a situation where sometimes you get municipal water, which is low TDS, but often you get tanker water or groundwater mixed, then with UV you might be risking situations where very high TDS water comes into your household," he said.
This is where consumer confusion begins. A UV purifier may be enough for homes with consistently low-TDS water, but many households do not have that consistency. For such users, the safer recommendation, according to Eureka Forbes, is to look at RO.
The Mineral Debate Around RO
RO purifiers have also faced criticism from consumers who believe they strip water of minerals. Kumar said there are "a lot of misconceptions" around RO and its impact on minerals.
"There are horror stories about RO stripping minerals from your bones and making your bones weak, which is completely wrong. RO is a globally accepted and very safe technology. There is nothing wrong with it," Kumar said.
He explained that RO does reduce TDS significantly, including both contaminants and some harmless minerals. However, if the input TDS is high enough, the output water still retains a reasonable level of minerals after purification.
Kumar also said minerals are primarily supplied by food, not water. "Water is only a very, very small part of the minerals that you drink. You are getting minerals anyway from your food," he said.
This also explains why brands now offer copper, alkaline and mineral-enriched purifiers. These are no longer just about basic purification, but about giving consumers additional choices based on lifestyle, health preferences and budget.
Smart Purifiers Are Bringing Visibility to Water Quality
Another shift is the arrival of connected water purifiers. While smart kitchens are usually discussed around refrigerators, ovens, coffee machines and dishwashers, water purifiers are slowly becoming part of the same conversation.
Kumar said Eureka Forbes has seen connected purifiers emerge over the last one to one-and-a-half years. The company launched one of its early smart purifiers in December 2024 and has seen traction for the range.
"What smart purifiers or IoT-connected purifiers offer to consumers today is two or three things. You get to know the quality of your water because it measures water quality in terms of TDS input and output," Kumar said.
The smart features go beyond TDS visibility. Users can also monitor filter life, purifier health and service alerts through the app. This matters because purifier maintenance has traditionally depended heavily on technician visits and service reminders.
"You can know the health of the purifier on your own. You know your water, you know your purifier's health, and you know filter health inside. All three are something which an IoT product delivers," Kumar said.
For users, this could make the category more transparent. Instead of waiting for a technician to say a filter needs replacement, a smart purifier can show filter status, water quality and potential service issues directly.
Service Is Becoming as Important as the Product
Water purifiers are not one-time appliance purchases. They need filter changes, service support and long-term reliability. Kumar said this is where Eureka Forbes sees its biggest strength.
He said the AquaGuard brand has "60 percent plus top-of-mind awareness" and that trust has been built through product quality and service experience over the years.
"A water purifier is not just a one-off purchase. It is actually a relationship for a lifetime because you are using drinking water every single day. Your entire family depends on it," Kumar said.
This also explains why the service market is nearly as important as the product market. Filters, AMCs and spares are not side businesses in this category. They are central to how consumers experience a purifier after purchase.
The Bigger Picture
The water purifier category in India is entering a more complicated phase. Penetration is still low, but the reasons to buy are increasing. Water sources are less predictable, consumers are more aware of contamination risks, kitchens are becoming more premium, and connected appliances are no longer limited to entertainment or cooling products.
For Eureka Forbes, the opportunity is not just to sell more RO or UV purifiers. It is to simplify the decision for consumers who may not know what kind of water is entering their homes every day.
The next big fight in water purifiers may not be RO versus UV. It may be about which brand can make water quality easier to understand, easier to monitor and easier to maintain.
