Elista, known more for its large appliances and part of the TeknoDome Group, has expanded its portfolio with the launch of Amrit and Shuddh, two alkaline water purifiers that mark the company’s entry into the fast-growing hydration appliance segment. The products, priced at ₹19,999 and ₹14,999 respectively, will be available through Amazon and Elista’s pan-India retail network.
The company says both purifiers are designed and manufactured in India and combine aesthetics with functionality for modern households. The move signals Elista’s intent to diversify beyond its core categories of televisions, air conditioners, and washing machines and strengthen its “Make in India for the World” manufacturing base in Kadapa, Andhra Pradesh.
According to Elista, the new alkaline purifiers are “backed by science” and built to promote healthier hydration. The company claims that alkaline water offers wellness benefits such as improved digestion, better skin health, and enhanced immunity. The Amrit model features a 9-stage purification system with UV and UF filtration, an intelligent membrane flushing system, and an instant hot-water dispenser that can heat water up to 95°C. It also includes a digital display for TDS and temperature levels, and a child lock for safety.
The Shuddh purifier offers a 7-stage purification process with UV protection and a compact 4-litre tank, designed for smaller kitchens. Both units include active copper infusion, a 5-in-1 mineralizer that restores essential minerals, and a negative ORP output, which the brand claims produces antioxidant-rich water to aid detoxification.
Make in India ambitions
Elista says it is leveraging its Kadapa manufacturing facility, which employs over 200 professionals, to scale up production and ensure faster domestic and export supply. The facility, located strategically near Chennai and Visakhapatnam ports, currently produces smart TVs and monitors and will soon include water purifiers in its output pipeline. The company maintains that the plant’s automation and logistics infrastructure reflect its commitment to India’s Atmanirbhar Bharat initiative.
The Growing Market for Water Purifiers
Elista’s entry into the water purifier segment comes at a pivotal moment for India’s hydration appliances market. The water purifier industry in India is currently valued at over USD 3,350 million (approx.) and is projected to more than double to USD 7,119 million by 2033, showing robust growth. Yet despite this growth, penetration remains uneven: rural and semi-urban markets are still underdeveloped due to infrastructure, affordability, and awareness constraints.
By launching the Amrit and Shuddh purifiers in the sub-₹20,000 range, Elista is clearly targeting aspirational middle-market buyers who want more than basic filtration but cannot afford premium brands. The company’s claims around alkaline water, active copper infusion, mineralisation and multi-stage purification align well with wellness trends, but they will be judged not on marketing promise but on sustained performance in real use, filter maintenance costs, and durability.
Competition in the space is fierce. Established brands like Kent, Pureit, Aquaguard and others have longstanding service networks and brand trust, especially in semi-urban and rural markets. Elista’s manufacturing base in India could give it an advantage in cost, supply chain agility and quicker after-sales service, but capturing share will depend on execution and reliability.
