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Copyright © 2018 by Baytel Associates, NJ, USA • www.baytel.org • +1-732-988-6792 • [email protected]. Page 1
BaytelAssociates
The choice of industry insiders
The Indian Market for
Home Water Treatment
Products & Services
Baytel Associates208 edition
Tel: +1-732-988-6792 now available to download! [email protected]
Insights & Opportunities for
Global Players
Copyright © 2018 by Baytel Associates, NJ, USA • www.baytel.org • +1-732-988-6792 • [email protected]. Page 2
BaytelAssociates
The choice of industry insiders
New from Baytel
Baytel is pleased to announce a new report on the market for home water treatment products and services in India—the fifth major edi-tion of a report that has become an industry standard. Prior editions were released in 994, 200, 2006, and 202.
This report is not an update, but a major new undertaking, cover-ing all aspects of residential water treatment, as well as bulk bottled water (bottles ≥ 0 liters), home water storage, the whole range of domestic water sources and problems in India, and all of the char-acteristics of the current market—products, prices, distribution channels, regionality, consumer expectations and attitudes, and the competitive landscape. Most importantly, it focuses on trends and opportunities that can help you make smart choices in this dynamic, fast-changing market.
As well as detailed company profiles covering all the significant players, the following topics are covered:
Market size in units and dollars (207)
Consumables, installation, and service spending (207)
Weighted average consumer prices by product type
Market segmentation by product type (units & dollars)
Market segmentation by technology
Five- and ten-year forecasts in dollars and units
Market share estimates for the leading players
Distribution channel analysis by dollar volumes
Like all of Baytel’s reports, this new offering is grounded in field work carried out in the months preceding publication by Baytel Principals themselves. What this means for you is experienced researchers, a global perspective, and deep knowledge of the tech-nologies and markets.
2018 EDITION
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THE INDIAN MARKET FOR HOME WATER TREATMENT PRODUCTS & SERVICES
BaytelAssociates
Copyright © 2018 by Baytel Associates, NJ, USA • www.baytel.org • +1-732-988-6792 • [email protected]. Page 3
The choice of industry insiders2018 edition
Features & Benefits
Covers both urban and rural India
Covers the most serious competitor to home water treatment: bulk bottled water (bottles ≥ 0 liters)
Covers water storage, intermittant water availability, and intermittent power supply.
Separate figures for systems vs consumables (replacement cartridges, etc.), installation and service.
Segmentation by the leading product categories and by primary technology.
Q3 & Q4 Retail Audits in various cities as well as direct sales evaluations.
Average product prices paid by consumers for each major product type.
Discussion of today’s drivers, trends and opportunities and their implications for the future of the market.
Realistic 5- and 10-year forecasts based on deep knowledge of the Indian market.
Baytel’s award-winning photos, maps and graphics.
Built on three decades of Baytel field work analyzing home water markets in over 45 countries, and coverage of India since 994.
Both Urban & Rural India Are Covered
BaytelAssociates
Copyright © 2018 by Baytel Associates, NJ, USA • www.baytel.org • +1-732-988-6792 • [email protected]. Page 4
The choice of industry insiders
More Features & Benefits A thorough analysis of water quality, availability & use
throughout India
Brands, Product Technologies, Features, Installation, Service, and Maintenance
Product positioning in India
Major Sales Models in Urban India
Rural Marketing (Sales & Distribution Models)
Approaches to Solving the Purified Drinking Water Problem
Water Stations and Water ATMs
Quantitative Analysis of the Market and its Segments
This report provides a very valuable analysis of trends in the Indian market that builds on Baytel’s 25-year experience vis-iting and researching more than two dozen cities and rural areas in India to examine the demand for, and supply of, solu-tions to the various water-related problems faced by Indian households and small commercial establishments.
Baytel’s whole focus as a market research and business oppor-tunity consulting firm is residential & commercial water treatment products and services—and the competing and complementary products like tap water, bulk bottled water, and well water.
The report sheds valuable light on numerous opportunities for firms seeking to profitably do business in the area in India. The Government of India is promoting its “Make in India” package of incentives for foreign companies to manufacture,
and assist Indian firms in manufacturing, in India. Can this program deliver as promised?
In addition to researching and preparing the best commer-cially-available off-the-shelf reports on the home water treat-ment products & services industry, Baytel provides in-depth, confidential, custom consulting services in this area. See the testimonials from satisfied clients that follow below here!
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2018 EDITION
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Table of Contents follow:
For more information contact Matt Moes at—
Tel: +1-732-988-6792
Email: [email protected]
Numerous photos showing
products, merchandising
& pricing
BaytelAssociates
India: 2018 editionTable of Contents
THE MARKET FOR HOME WATER TREATMENT PRODUCTS IN INDIA
A Market Research & Analysis Report by Baytel—The Choice of Industry Insiders
208 edition
■ Executive Briefing
■ Water Quality & Availability
■ Product Features & Maintenance
■ Product Availability & Use
■ Quantitative Market Analysis
■ Trends & Opportunities
■ Company Business Profiles
■ About Baytel
■■■■■■■■Table
of C
ontents
Copyright © 2018 by Baytel Associates, NJ, USA • www.baytel.org • +1-732-988-6792 • [email protected]
BaytelAssociates
India: 2018 editionTable of Contents
Copyright © 2018 by Baytel Associates, NJ, USA • www.baytel.org • +1-732-988-6792 • [email protected] Page ii
TABLE OF CONTENTSCHAPTER . SUMMARY OF THE REPORT ............................................................................................................ 5
Water Availability, Quality, and Use ............................................................................................................6
Major Participants and Brands .................................................................................................................... 8
Product Features & Maintenance ................................................................................................................9
Product Availability & Use ......................................................................................................................... 20
Quantitative Model .................................................................................................................................... 20
Market Summary, 207 ....................................................................................................................2
Trends & Opportunities ............................................................................................................................. 22
Company Business Profiles ..........................................................................................................................23
CHAPTER 2. WATER QUALITY, AVAILABILITY, AND USE ................................................................................... 27
Background ................................................................................................................................................ 28
Water Supply and Sanitation ....................................................................................................................... 3
Private irrigation and household water wells in rural Uttar Pradesh ..................................................32
Water Stress .................................................................................................................................................33
Continuity of Supply .................................................................................................................................. 34
Sources of Domestic Water .......................................................................................................................... 35
Distribution of Primary Household Water Sources .......................................................................... 37
“Improved” and “Sufficient” Water ..............................................................................................................38
The Unorganized Sector ..............................................................................................................................39
The Cost of Household Water .....................................................................................................................39
Typical urban water tariffs (202) ....................................................................................................40
Water Quality .............................................................................................................................................4
Sanitation and the Swachh Bharat Program ...........................................................................................4
Fluorides & Arsenic ............................................................................................................................... 42
Fluoride concentrations and severity of fluorosis by region ................................................................43
Many water quality parameters change during monsoons .................................................................43
Upper and lower concentrations of groundwater fluorides ................................................................ 44
Urban Groundwater Quality ...................................................................................................................... 46
Mumbai Water Quality Measurements ........................................................................................... 46
Mumbai Metro Area: Representative Water Quality Measurements ................................................ 47
Forty-Eight Key Players
Profiled!
BaytelAssociates
India: 2018 editionTable of Contents
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Delhi Water Quality Measurements ................................................................................................ 48
Delhi: Representative Groundwater Measurements ......................................................................... 49
Chandigarh water Quality Measurements ....................................................................................... 49
Bangalore Water Quality Measurements ......................................................................................... 50
Bangalore: Representative Groundwater Measurements ................................................................... 50
Kolkata Water Quality Measurements ............................................................................................. 50
Kolkata: Representative Groundwater Measurements ....................................................................... 5
Chennai ........................................................................................................................................... 5
Hyderabad Water Quality Measurements ......................................................................................... 5
Hyderabad: Representative Groundwater Measurements ..................................................................52
Ahmedabad Water Quality Measurements .......................................................................................52
The Sabarmati river is a source of water for Residents of this Ahmedabad slum ................................52
Ahmedabad: Representative Groundwater Measurements ................................................................ 53
Pune Water Quality Measurements .................................................................................................. 53
Pune: Representative Groundwater Measurements ........................................................................... 53
Surat Water Quality Measurements ................................................................................................. 54
Surat: Representative Groundwater Measurements .......................................................................... 54
Kanpur Water Quality Measurements ............................................................................................. 54
Kanpur: Representative Groundwater Measurements ....................................................................... 55
Jaipur Water Quality Measurements ................................................................................................ 55
Jaipur: Representative Groundwater Measurements .......................................................................... 55
Patna Water Quality Measurements ................................................................................................ 56
Patna: Representative Groundwater Measurements .......................................................................... 56
CHAPTER 3. PRODUCT FEATURES AND MAINTENANCE ..................................................................................... 57
Branding .....................................................................................................................................................58
The Eureka Forbes Motto .................................................................................................................58
Major Brands by Primary Technology ................................................................................................... 62
Brands by Technology ..................................................................................................................... 63
Comparison to Boiling ............................................................................................................................... 63
Raising the Fear of Chemicals .................................................................................................................... 64
Product Features ........................................................................................................................................ 64
Brand New 2018
Edition
All Technologies
and Configurations
Covered
BaytelAssociates
India: 2018 editionTable of Contents
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Electricity, Running Water and Storage ................................................................................................. 64“No Chemicals” icon from the Swach ............................................................................................. 64
Unique Selling Features ......................................................................................................................... 65
TDS and System Recommendations ..................................................................................................... 66RO and Wasted Water .......................................................................................................................... 66
Eureka Forbes and the moral responsibility not to waste water ........................................................ 68Output to Appliances ............................................................................................................................ 68Special Circumstances and Special Water Problems ............................................................................... 68Very Low Cost Products ........................................................................................................................ 69
Medentech’s Aquatabs ..................................................................................................................... 69Aquatabs packaging ......................................................................................................................... 70Basic Water Needs ............................................................................................................................7Basic Water Needs: product and use .................................................................................................7
Service and Maintenance ............................................................................................................................ 72The Service Expectation ........................................................................................................................ 72AMC Pricing ........................................................................................................................................ 72
BaytelAssociates
India: 2018 editionTable of Contents
Copyright © 2018 by Baytel Associates, NJ, USA • www.baytel.org • +1-732-988-6792 • [email protected] Page v
CHAPTER 4. PRODUCT AVAILABILITY AND USE ................................................................................................ 73Brands and Pricing ..................................................................................................................................... 74
A traditional drip pot and ceramic candles for it .............................................................................. 74A matka with naturally chilled and “purified” water ....................................................................... 74Consumer pricing: major brands vs others ........................................................................................75
Consumer Demographics ........................................................................................................................... 76Distribution of owned water filters and purifiers by monthly consumption expenditures ................. 76Targets for purchasing modern water filters and purifiers ................................................................. 77
Major Sales Models .................................................................................................................................... 77Retail .................................................................................................................................................... 78Traditional retail ................................................................................................................................... 78
A traditional kitchen equipment retail shop ..................................................................................... 79A small neighborhood electronics shop ............................................................................................ 80A Pureit and an EFL RO ................................................................................................................. 80A “Braun“ RO and a discontinued Pentair system ............................................................................8A traditional shop with more modern merchandising .......................................................................8A specialty water treatment equipment shop in Bombay .................................................................. 82
Modern retail ........................................................................................................................................ 82Kent, Eureka Forbes, and Livpure in a modern retail store ...............................................................83An A.O. Smith RO is present but not displayed outside its packaging ............................................. 84Special display details during festivals .............................................................................................. 84
Discounts and “Schemes” .......................................................................................................................85A free Morphy M/W Solo if you buy a Pureit Ultima RO+UV ........................................................85
Direct Sales ............................................................................................................................................85Multi-Level DS ............................................................................................................................... 86A Eureka Forbes Eurochamp ........................................................................................................... 87
E-Commerce ......................................................................................................................................... 88
…continued…
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BaytelAssociates
India: 2018 editionTable of Contents
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Rural Marketing ........................................................................................................................................ 89Major Sales and Distribution Models ....................................................................................................90
Rural kiranas sometimes stock water treatment consumables ...........................................................9A rural household’s hand pump for a borewell ................................................................................. 94
Product Use ................................................................................................................................................95A classic Aquaguard in 2006 and the Marvella today .......................................................................95An installed Electrolux brand RO (made by Kent) .......................................................................... 96Bottled Water .................................................................................................................................. 96A bottled water delivery and some simple dispensers ....................................................................... 96Water Vending and Water ATMs .................................................................................................... 97A traditional licensed chilled water vending cart .............................................................................. 97An early Water Station India RO+UV water ATM .......................................................................... 98A water ATM in Chandigarh station ............................................................................................... 99A solar powered water ATM ............................................................................................................ 99
The window for the attendant to change money etc. ........................................................................ 99
Details of the ATM including a 250-L storage tank ....................................................................... 00
A purified water dispensing three-wheeler before the application of signage .................................... 0
BWN purification plant and deliveries ........................................................................................... 0
A WaterHealth International Center ..............................................................................................02
Water Storage Tanks ......................................................................................................................02
A collection of urban rooftop water storage tanks ...........................................................................02
CHAPTER 5. QUANTITATIVE MARKET ANALYSIS ............................................................................................. 03
Changes in the Installed Base ....................................................................................................................04
Quantitative Model ...................................................................................................................................06
Traditional Ceramic Drip Pots .............................................................................................................06
Sales of New Systems .....................................................................................................................07
System Pricing ................................................................................................................................07
A traditional ceramic candle drip pot with three large candles ........................................................07
Market size .....................................................................................................................................08
Historical, current and projected market: traditional ceramic drip pots .......................................... 08
Consumables, Service, and Installation .......................................................................................... 08
Consumables for ceramic drip pots: 207, 2022, and 2027 .............................................................. 08
Everything You Need to Know
BaytelAssociates
India: 2018 editionTable of Contents
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Carbon-UV Purifiers ............................................................................................................................09
System Sales ...................................................................................................................................09
System Prices .................................................................................................................................. 0
The Market .................................................................................................................................... 0
Historical, current and projected market: carbon-UV purifiers ....................................................... 0
Consumables, Service and Installation ............................................................................................
Consumables for carbon-UV systems: 207, 2022, and 2026 ............................................................
Housewares .......................................................................................................................................... 2
An end-of-faucet unit that claims to trap bacteria ........................................................................... 2
The Market .....................................................................................................................................3
Historical, current and projected market: housewares ......................................................................3
Consumables .................................................................................................................................. 4
Consumables for housewares: 207, 2022, and 2026 ....................................................................... 4
Non-Electric Storage Purifiers ............................................................................................................... 5
Shipments .......................................................................................................................................5
Pricing .............................................................................................................................................5
The market ......................................................................................................................................5
Historical, current and projected market: non-electric storage purifiers ............................................ 5
Consumables and Service ............................................................................................................... 6
Consumables for non-electric storage purifiers: 207, 2022, and 2027 ............................................. 6
Membrane-Based Systems and Hybrids ................................................................................................ 7
System Sales & Pricing ................................................................................................................... 8
Historical, current and projected market: membrane-based and hybrid systems ............................. 8
Consumables for membrane-based and hybrid systems: 207, 2022, and 2027 ................................ 8
POE, Specialty, and Other Systems ...................................................................................................... 9
Historical, current and projected market: POE, specialty, and other systems .................................. 9
Consumables for other systems: 207, 2022, and 2027 ....................................................................20
Market Summary ................................................................................................................................. 2
Market Summary, 207 .................................................................................................................. 2
Forecast Summary, 2027 ................................................................................................................ 2
The Indian Systems Market, 207 and 2027 .................................................................................... 22
The Consumables and Service Market, 207 and 2027 .................................................................... 23
Everything You Need to Know
BaytelAssociates
India: 2018 editionTable of Contents
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CHAPTER 6. TRENDS AND OPPORTUNITIES ....................................................................................................24
Water ATMs ............................................................................................................................................. 25
How Crowded Can It Get? .................................................................................................................. 25
Modia Mania ............................................................................................................................................ 27
Is “Make In India” a Realistic Proposition? .......................................................................................... 28
Is India Really Welcoming When It Comes to FDI? ............................................................................ 29
Why Did “Swachh Bharat” Crash? ....................................................................................................... 29
Good Days Are Coming (or Not) .............................................................................................................. 30
Trends in Product Characteristics ...............................................................................................................3
Chilling and Heating and Carbonation .................................................................................................3
Products that Waste Less Water .............................................................................................................3
Tankers carrying partially treated water are seen all over India ........................................................3
Water-on-Water RO Systems .......................................................................................................... 32
Recycling RO Reject Water ............................................................................................................ 32
Acceptance of UF Technology ........................................................................................................ 32
Filter Lifetimes ..................................................................................................................................... 32
Designs That Differentiate .....................................................................................................................33
Trends in Rural India ................................................................................................................................ 34
Opportunities Stemming from Trends in Rural India .......................................................................... 34
Rural India—a large and growing market ...................................................................................... 34
अचछ् ेदि न आन ेवाल ेह ै ंGood days are coming
…continued…
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Other Opportunities & Trends ................................................................................................................. 36
Adding Value to Home Water Storage Products ................................................................................... 36
Rainwater Harvesting & Regulatory Legislation .................................................................................. 36
Creating Sustained Awareness of the Benefits of Purification ................................................................ 37
Water Tankers That Purify While Driving ........................................................................................... 38
Non-electric Purifying Filters Based on New Technology ..................................................................... 38
Turning a Profit in Residential Water Treatment Products .................................................................... 38
CHAPTER 7. COMPANY BUSINESS PROFILES .................................................................................................... 39
Overview ...................................................................................................................................................40
Business Profiles of Forty-Eight Key Players ...................................................................................143 – 329
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“ Baytel’s residential water treatment reports have been valuable in our market assessment activities, particularly due to the detail provided from having experienced people on the ground actually investigating the market dynamics.”
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