Eureka Forbes is set to capture the mass-market with its newly launched brand in water purifier called AquaSure. The company will investment Rs 100 crore in building the brand over three years and aims at covering 1,600 towns in the country through its 7,500 retail outlets. Adopting 360 degree marketing strategy, the company will run its advertisements on electronic and print media. Actress Smriti Irani will be face and voice for the brand AquaSure and will spread the message to drink pure water among various television viewers from June 1. Further the company will launch its marketing campaign in schools to spread awareness on the product.
Talking to FE Aslam Karmali, CEO consumer division, Eureka Forbes Ltd who was in the city on Wednesday said, ?Our research which represented 55 million households has shown that only 7% of them used electric water-purifiers and 12% of the population boils the water for 20 minutes. This clearly shows that 81% of the population is still drinking the impure water. We aim to capture the masses with the new brand. AquaSure is the new way to boil water, using advance technologies like power boil and sure boil. Power boil technology is used in the UV and RO categories where as sure boil is the third generation-based technology, used in the non-electric water purifiers. The product range will be available in Rs 1,800 to Rs 15,000.?
Eureka Forbes enjoys 70 % market share in the country and northern region including, Punjab, Haryana, Himachal Pradesh and Uttranchal, contribute 20% to the total revenue.