Introduction:

In India, electric water purifiers primarily utilise two major technologies: RO (Reverse Osmosis) and UV (Ultraviolet) purification systems. Together, these technologies account for a significant 90% share of water purifiers sold in the country, with RO being the dominant player at a substantial 75%. However, there's an emerging player on the horizon known as Nano-Filtration (NF), currently representing less than 1% of the market share, but with the potential to reshape the industry.

Regulatory bodies have indicated that the majority of Indian households do not actually require RO technology for water purification. This stems from two primary concerns. Firstly, RO filtration removes not only impurities but also essential minerals from water, resulting in demineralized and slightly acidic water, which may not be the healthiest choice for consumption. Secondly, the RO process wastes a significant amount of water, with a 3:1 ratio of rejected water to purified water, posing an environmental concern.

Unfortunately, there is limited awareness about alternatives to RO, as the industry has predominantly followed the RO trend over the past two decades, thus establishing a stronghold in the market. 

BePure is set to ride this wave of change by being one of the first movers in bringing water purifiers with Nano-Filtration technology into the market. It is a D2C brand in home water purification space providing the best quality water to consumers for drinking as well as non drinking purpose using Nano-Filtration rather than more generally accepted RO technology.

NF effectively eliminates impurities while retaining a portion of essential minerals, similar to RO but with less mineral loss. Furthermore, NF significantly reduces water wastage, halving the volume of discarded water compared to RO. Energy consumption is also considerably lower in NF, thanks to its lower operating pressure requirements.

The company has a wide range of product offerings, including water purifiers, home water filtration systems, water softeners, point-of-use, and point-of-entry filters, among others, of which water purifiers are the main revenue driver for the company, contributing to approximately 75% of their total revenue.

Their primary sales strategy involves reaching consumers directly through online platforms, which include their own website as well as various online marketplaces, such as Amazon and Flipkart which also act as major contributors to the top line with 76% of the revenue coming from these platforms. 

This D2C model offers improved gross margins when compared to traditional distribution channels, enabling BePure to offer competitive pricing to its customers. Additionally, it facilitates streamlined service and complaint management, as the company has access to comprehensive customer data.

BePure's water purifiers are assembled in-house, granting them the agility to offer customised products tailored to specific needs. What sets BePure apart is their unique post-filtration stage, featuring a proprietary mix of medium that enriches the water with electrolytes, rendering it alkaline, a distinctive feature not commonly found in the market. It has also diligently built a robust service network for the installation and maintenance of their water purifiers, a valuable asset that new entrants would find challenging to replicate. This commitment to service excellence is reflected in their high customer satisfaction ratings and positive reviews, setting BePure apart as a trusted and reliable choice in the industry.

Established by the visionary husband-and-wife team of Ninad Sankhe, holding an MBA from JBIMS, and Sneha Patil, an MBA holder from Sydenham Institute, BePure has swiftly emerged as a pioneering force in the water purification industry in India. Their journey has been marked by a commitment to innovation and customer-centricity.

Market Opportunity:

The water purifier market is set for substantial growth, with a projected increase from the current 2.5 billion USD to 5.4 billion USD by 2029, representing a notable CAGR of 10.42%. Currently, RO technology holds a dominant position, accounting for over 70% of the market share, while Nano-Filtration (NF) occupies less than 1%. However, a significant shift is expected, with NF poised to claim 50% of the market by 2029. This transition is strongly influenced by the increasing number of millennial consumers, aged 27-42, who extensively research online before making purchase decisions, favouring NF-based water purifiers as their preferred choice within the coming decade.