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Aquaguard becomes the first omni-channel brand in India



rajEureka Forbes, India’s leading health & hygiene company and pioneers in water purification, has undertaken a massive initiative to reinvent its flagship brand, Aquaguard. For the first time in its 33 years of existence, Aquaguard will now be available on retail shelves in addition to being sold through direct selling and e-commerce channels. With this unique distribution mix, Aquaguard becomes the first brand in India to be an omni-channel one.

When Eureka Forbes introduced Aquaguard, the category of electric water purifier did not exist and had to be created. Since then, Aquaguard continues to be a pioneer in water purification and has become synonymous to water purifiers in India. In its 33 years of existence, Eureka Forbes has invested heavily in research and technology to understand consumer needs and customize solutions and products to suit every water condition in India.

To further address the issue of deteriorating groundwater quality and severe public health crisis in the country, Aquaguard is now reinventing its strategy by bifurcating its water portfolio into 3 sub-brands – Dr. Aquaguard (top of the pyramid – premium, customized solutions for direct selling), Aquaguard (premium electric water purifiers for retail + e-commerce) and AquaSure (value-for-money, electric and non-electric water purifiers for retail). While the brand will continue with its promise of providing safe water with AquaSure, with brand Aquaguard, the company will provide the promise of healthy water.


Distribution Channel Initiative
Direct Sales ·      Dr. Aquaguard will be the only water purifier which offers a customized solution to prevalent water conditions. It will be sold through direct selling·      It shall have the first-of-its-kind Biotron and Mineral Cartridge that delivers not just pure but the healthiest water full of essential minerals

·      This range of water purifiers will be available exclusively through Certified Water Specialists of the Direct Sales Network of Eureka Forbes

Retail ·      Aquaguard has set up 25,000 retail outlets across 1,500 towns, via a network of prominent channel partners·      The brand has extended its ‘Paani Ka Doctor’ promise to retail outlets by investing on training in-shop promoters who will be guiding customers on the most suitable water purification system as per their requirements

·      AquaSure, which is being sold on retail shelves will be targeted at the urban and rural masses

E-commerce ·      Through its strong digital presence, Aquaguard can be also bought online through its own e-commerce platform and other channel partners


Sharing his thoughts on the announcement, Mr. Marzin R. Shroff, CEO- Direct Sales and Senior VP, Marketing, Eureka Forbes Limited said, “The customer has always been at the center of our business and we are constantly expanding our ways of reaching out to them to understand their changing needs and aspirations. This strategic step will enable us to engage with customers at multiple touch points. Moreover, with this consolidated and integrated approach, we are also aiming at increasing our market share in the water purification category.”


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