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“An over-indulgence of anything, even something as pure as water, can intoxicate.”

– Criss Jami

Editor’s Note, February 2019

Let me begin by sharing some facts and results of recent market studies about water purification which affects 3.3 billion people around the world. Around 900 million people still lack access to clean water and sanitation facilities. India has the world’s highest number of people who still do not have access to clean water. As per the World Bank, per capita availability of renewable internal freshwater in India is only 1,118 m3 (while the global average is 5,917 m3).

The levels of TDS (Total Dissolved Solids), hardness, chlorides, and nitrates have crossed permissible limits in Indian cities like Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Lucknow, Mumbai, and Pune.

According to Allied Market Research, the Water Purifier Market is expected to garner USD 45.3 billion by 2022, registering a CAGR of 10.4% during 2016-2022. Countries such as India and China are likely to unfold attractive business opportunities in this market in the coming years.

A Transparency Market Research (TMR) report says that the regional analysis of water purifier market highlights the growth of the Asia Pacific region in the global market. The region accounts for approximately 60% of the world population which becomes a strong influencer of the market. The regional market is expected to register a CAGR of 11.9% over 2017-2025. The replacement filters segment is likely to lead the global water purifiers market with a strong 9.50% CAGR throughout this period.

As per industry analysts, in India, around half a million households purchase water purifiers every year. The market is growing at 15-20% per year. They say that the market for low-cost purifiers is growing at 35-40% a year. A Transparency Market Research forecast says that the Indian water purifier market will be worth USD 4.1 billion by 2024.

According to, the basic RO is a major market shareholder in the Indian Water Purifier market but will be beaten by RO + UV + UF by the end of 2022-23. In 2016-17, RO+ Water Purifier and UV Water Purifier have contributed more than 75% to the total water purifier market in value terms.

There is a huge price difference between the organized and unorganized players in the Indian water purifier market. While some top brands among organized players in India are claiming of capturing 10% market share in water purifiers in the next 3 years, the unorganized players are trying their best to be organized through emerging e-commerce online platforms. While these platforms have undoubtedly created a level playing field by providing robust distribution channels, the quality of components and after-sales service will go a long way in deciding who gets the lion’s share in the long run.

In a developing country like India where the water market is still fragmented and unstructured, the need of standards on water quality, training & certification of engineers, and finding the ways to minimize water wastage in purification process is significant. Health is a serious business (pun intended) after all. Sincere efforts of organizations like the Bureau of Indian Standards, National Green Tribunal, Water Quality Association of India (WQIA) and other Regional Water Associations in this regard can ensure the safety of consumers.

The prime focus of water purifier companies in the coming years will be on…smaller and more compact water purifiers, eliminating the need of electricity in water purification process, remineralization, and the launch of Smart Purifiers (use of IoT for real-time water quality sensing and connecting the consumers with service-providers based on these readings).

As we had predicted in our November 2018 issue, 2019 will be a tumultuous year for all water exhibitions in India – with various expo formats now vying for their market share. This will also impact the water purification market (especially the residential water segment).

– Mayur Sharma
Editor, Smart Water & Waste World Magazine

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