Political

Political environment conducive to production and sale of point of use purifiers. Taking in view the Swach Bharat Abhiyaan by GOI which focuses on clean India to help

improve health indicators, this product is in the sweet spot and has the potential to become the most successful HUL brand.

HUL Pure it is exported to Mexico and Indonesia. India has good relations with these countries which is conducive for product.

Economical

Pureit is widely availble in the market and one of the products with a high market share. It uses the retailer based product delivery model, and costs between INR 1000-6900. Lower cost model has high acceptance among lower strata. Its replaceble parts cost less than INR 500. Although its a bit expensive, Pureit has been able

to successfully penetrate the BoP market using strategic tie-ups with microfinance companies such as Spandana through which it has been able to bundle its product with loans as clean water is a pre-requisite for good health and prosperity

At the higher end of price, many competitors are present.

Social factors that affect the sales of pure it include the following:

Scarcity of portable drinking water makes it necessary for people to go for point of use water purifiers.

With two-third of population living in rural areas having limited access to electricity, no electricity water purifier makes it a valuable proposition for consumer.

High instances of water-related diseases make it value adding proposition to society. Low societal awareness about importance of safe drinking water is a factor to be worked

upon.

Technology

While other products in the market have mostly 1-2 levels of filtration, Pureit has 3 (microfibre mesh, carbon trap, Germkill processor).

The filtration rate is on the lower side of 1.8 litres per hour compared to say TATA swatch ( 4 L/hr) or Aquaguard infinity ( 120L/hr).

Pureit adresses the maximum number of contaminants. The working life of the product is 1000-2250 Litres which is acceptable in its category of non-electrical water purifires.

Also the nano-silver technology being used by other competitors has come under question from various faction.

Environmental

HUL provides very insightful and detailed product literature concerning all the major issues. The product has an end of life LED indicator and instructions that require its disposal in dry

waste. Zero water wasted in purification process.

Saves energy(electricity), giving it an edge over other UV and RO purifiers.

Legal

Till recently there were no laws or standard, governing the water purifier industry. Under the auspices of the Water Quality Association (WQA), India chapter the big water

purifier manufacturers hope to educate the masses about sub standard products thronging the market and persuade industry players to follow minimum standards for pure and healthy drinking water to customers.

Similar steps have been taken under the auspices of NSF, India Chapter Now BIS is providing ISI mark certifications for UV disinfection purifiers. Bu still no laws/standardizations exist for the category of purifiers in which HUL Pure it plays.

(Except Marvella)