Water Purifying Industry: A Case Study
The Water Purifying industry is a constantly changing industry due to the pace of technological innovations. These are the machines that help in the process of purifying the water and eliminating chemicals, contaminations such as bacteria and viruses and sediments from the water.
Earlier people used to treat the water by boiling it or placing a hot metal instrument in it before drinking it. Centuries later Hippocrates, designed water filter known as 'Hippocratic sleeve' - which was a cloth bag through which water was poured after boiling it. Cities began to add chlorine into the water to make it cleaner. Even though the water was purified at the municipal water treatment plant, it often picked up lead and other chemicals when traveling through
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Scarcity of clean drinking water, low penetration of water purification of water purifiers, and increasing health consciousness of consumers are major drivers of growth in this industry. In other side lacks government standards for purifiers, and the law awareness about the products is the major challenges for the industry.
Direct sales plays a vital role in educating the users in the Industry. Some companies sell certain products through retail stores, while others that require education or demonstration are sold through direct marketing. Eureka Forbes is considered as the pioneer in the direct marketing when it comes to water purifiers in India. Direct marketing has helped the company gain market leadership position in the water purifiers industry. Later they shifted to retail marketing to increase product visibility and drive sales.
1.2 History of the
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It is based in Mumbai and was founded in 1982. It product portfolio consists of water purification, air purifiers, vacuum cleaning and home security solution. Its annual turnover as of 31st March 2015 was Rs. 20351 million and has its presence in over 53 countries including 1500 cities and towns in India. Its channel of distribution include direct sales force, retailers , dealers and an inventive business partner network along with one of the most expansive service networks in India. It has been a pioneer in direct selling in India and remains the world’s largest direct selling companies in
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