ASSIGNMENT-3 SAles and Distributionm Management

TARUN KUMAR
19001703062
What are the various entry strategies

available for an Indian water purifier
company for international sales and
distribution management?
The market for water purifiers in India is expected to expand at a CAGR of 14.5%
between the forecast period 2017 - 2025.
Over the last few decades, India has been facing significant challenge of resolving the
issue regarding the availability of safe and pure drinking water to its huge population,
especially when it has only 4% of fresh water available. The disposal of industrial waste
in rivers and other water sources has further increased the occurrence of water borne
diseases like diarrhoea, cholera, and jaundice. According to the recent statistics
published by the World Bank, over 75% of the communicable diseases in India are
water related. In order to address these challenges, the Indian government is investing
substantial amount in water infrastructure development and taking initiatives to raise the
awareness regarding health risks associated with the consumption of untreated water.
This is expected to have positive impact on the overall market demand.
The water purifiers market in India is highly consolidated. The top 4 manufacturers
account for over 66% of the overall market revenue. The Indian market is characterized
by the presence of good mix of international and domestic brands. India being a price
sensitive economy, manufacturers are focusing on developing low-cost variants and
improving their product reach. Thus, low cost water purifiers are making inroads in both
urban and rural markets through either conventional distribution channels or through
non-government organizations. The water purifier companies are required to raise the
awareness by selling the concept of safe water drinking and focus on offering products
and services that are affordable and 24*7 available.
Some of the leading players identified in the global water purifiers market include
Pentair Residential Filtration, LLC, Eureka Forbes, Kent RO Systems Ltd., Hi-Tech RO
Systems, Panasonic Corporation, Godrej Industries Ltd., Ion Exchange, Amway,
Koninklijke Philips N.V, Hindustan Unilever Ltd., Brita GmBH, Essel Nasaka, Whirlpool
Corporation, Aquafresh, Tata Chemicals Ltd., and Livpure Private Ltd among others.
TARUN KUMAR
19001703062
Most households trust this brand for the layers of purifying used which
makes drinking water clean and safe and is also priced reasonably, with most
parts easily replaceable if needed. Their customer service team is always on
the look as the company helps to resolve most queries easily. So how did the
founder, Mahesh Gupta, strive to bring Kent RO to the standard it holds
today?
The Journey of Kent RO

Dr. Gupta was a graduate of IIT Kanpur and entered the water purifier
industry by luck. Within a few years, he revolutionized it and created Kent
RO in 1999 after his kids fell sick due to jaundice caused by unhealthy
drinking water. UV purifiers were causing the transmission and since Dr.
Gupta was an engineer by profession, he pitched the idea of RO or Reverse
Osmosis purifiers brought all the way from the US. These were expensive
initially but a few positive reviews helped the company gain a turnover of Rs.
30 crores annually by 2006.
Shortly after, he started advertising and marketing the products. By roping in

veteran actress Hema Malini as the brand ambassador, the company started
gaining some recognition gradually and soon was recognized by the entire
country.
Today, Kent RO is recognized by the healthcare industry in providing clean

drinking water across all chains. If you happen to have one of these, you will
be able to see the many provisions the company provides including water
management technology that ensures that no amount of water is wasted
unnecessarily.
Kent RO now has its factories in Gurgaon and Uttarakhand and supplies the
water purifiers all across India. It is being sold on major e-commerce
platforms including Flipkart and Amazon. Have you installed one of these at
your home yet? If not, you should definitely try it today to compare its
technology with the kind of water purifier you have been using so far.
TARUN KUMAR
19001703062

ASSIGNMENT-3 SAles and Distributionm Management

Uploaded by

Copyright:

Available Formats

ASSIGNMENT-3 SAles and Distributionm Management

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

ASSIGNMENT-3 SAles and Distributionm Management

Uploaded by

Copyright:

Available Formats

TARUN KUMAR

What are the various entry strategies

The Journey of Kent RO

Shortly after, he started advertising and marketing the products. By roping in

Today, Kent RO is recognized by the healthcare industry in providing clean

You might also like