Pozzani in india

Presented by: Section ‘B’• Amritanshu Singh• Gourav Mukherjee• Neeraj Aggarwal• Sashikanth Yenika• Ashwini Sharma

POZZANI IN INDIA

Agenda

• About Pozzani• Water Purifier Market in India• Major Competitors in the Indian

Market• Entry Modes of Pozzani• Strategic Locations and

Recommendations

About Pozzani

• Pozzani are one of the leading manufacturers of water treatment products in the UK, which include drinking water filters, water softeners, reverse osmosis filters, scale inhibitors, water chillers, UV systems, as well as iron removal, fluoride removal, and whole house water filter systems.

• Been in UK for more than 20yrs.

Water Purifier Market in India

• Currently 5-6mn homes owning water purifiers out of a total 220mn household

• Industry Organized Sector Potential: Rs 1500 cr (USD. 300mn)

• Additional Rs 1000 cr. (USD 200mn) market in unorganized sector

• Industry is predicted to have an annual growth path of more than 20% for the next two years



Domestic Players

• Born as a joint venture between the Forbes Group and Electrolux of Sweden

• Turnover over USD 250mn

• ranked amongst India's Most Admired Consumer Durable Companies and amongst the Best Employers in Asia and India

• 7,500 strong direct sales force operating from 237 Customer Response Centres in over 145 cities, their presence has been expanded to 380 smaller towns through franchised direct operations

Domestic Players

• More than 35 brands and spans over 20 distinct category

• Has over 16,000 employees with an annual turnover of more than USD 3.8bn. (Financial Year 2010-11)

• Pureit is the only brand of water purifier

Domestic Players

• mission is to produce innovative healthcare products that purify the water we drink, the food we eat and the air we breathe, thus help people live healthier

• Pioneer in bringing revolutionary Reverse Osmosis (RO) technology to India

• KENT started its operations from Noida, India in 1999

Domestic Players

• Ion Exchange India pioneered water treatment in India and is today the country's premier company in water and environment management, with a strong international presence.

• Formed in 1964, as a subsidiary of the Permutit Company of UK, we became a wholly Indian company in 1985 when Permutit divested their holding

• currently employ 1,000 people - multi-disciplinary teams of highly experienced professional managers technologists and scientists, supported by a widespread infrastructure in India and abroad.

Domestic Players

• Other Smaller Players– Tata Chemicals• Tata Chemicals offers two variants of its

extremely price-competitive water purifier, Swach aimed at providing safe drinking water to every Indian household.

Domestic Players

• Other Smaller Players–Usha Brita

• Usha Brita has a range comprising of Waterguard Aviva, Waterguard Splash, and Waterguard Crystal. The Waterguard Crystal offers auto spill-proof purification with a 3 stage purification process, whereas Waterguard Aviva and RO Splash are six stage wall mounted and counter-top water purifiers with a combination of RO+UF+UV+TDS controllers. The company has launched Spring Water Guard, a new variant in the offline category; it offers a taste enhancer feature and G-boiling technology.

Domestic Players

• Other Smaller Players–Whirlpool• Whirlpool currently offers innovative

products with reverse osmosis technology and sells through the trade channel. The RO range is marketed as Whirlpool’s Purafresh. It has a silver impregnated cartridge in its storage tank, ensuring that the processed water remains completely pure, even while in storage.

Domestic Players

Domestic Players

Entry Prospects in India: Possible Partners

• Hindustan Unilever Ltd.–Market leader in FMCG in India.–Wide Distribution Channel available.–HUL's distribution network comprises

about 4,000 redistribution stockists, covering 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers.


• Reliance India– The ADAG Reliance Group has a

business presence that extends to over 20,000 towns and 4.5 lakhs (450,000) villages in India, and across the globe.

– The group is present in many sectors including Telecom, Capital, Power, Infrastructure, Entertainment and Health.


• P&G– It has one of the widest distribution

networks with direct contact to 650,000 stores.

– Reputed for delivering high quality, value-added products to meet the needs of the consumers.

Strategic Locations and our Recommendations

• Enter in India with a JV with Reliance as Reliance has a huge consumer base and has a reach to the remotest parts of India

• Main centers for raw materials (lignite, bituminous coal and coconut shells) are Gujarat, Maharashtra, Madhya Pradesh, Rajasthan

• We could have Madhya Pradesh and Gujarat as the manufacturing centers as they have cheap labour, land and electricity resources.

• We can use the distribution network of Reliance.

Strategic Locations and our Recommendations

• Water Purifier Industry has a huge untapped potential.

• Only 2% of Urban and 0.5% of all India has been covered.

• In Northern India, we use RO systems as Total Dissolved Solids (TDS) count is high in the water.

• In Southern India, we use UV systems as TDS is low.

Business

Pozzani in india