It’s very difficult to start a business, any kind of business, that even sniffs success, remarks Rakesh Malhotra, founder of fast-growing water purifier major Livpure. “Building a brand takes a lot of time and it is extremely difficult. However, entrepreneurs who are able to offer something unique and useful to their customers, are backed by their relentless pursuit of innovation and most
importantly, are able to adapt with the changing times—they are the true market leaders,” says Rakesh, who started his entrepreneurial innings with Luminous Power Technologies, after completing his engineering studies.
Livpure is a SAR Group company based out of Gurgaon. Few years back, its home UPS and batteries business line caught the attention of Schneider Electric. Subsequently the brand was sold in its entirety to Schneider, but certain elements were still retained, like experiences and readying blueprints for success stories.
Charting on to many paths, Rakesh’s driving force still remains his innovative spirit to add something extra to his products backed by extraordinary services. He mainly stretches his arms in businesses which are still a concept to the contemporary, so the visionary in him always takes precedence than his marketing side. Like, he has set up an India-centric VC fund with an anchor investment of $30 million.
Rakesh’s latest venture, Livpure manufactures and distributes reverse-osmosis and gravity based water purifiers with a vision to make every Indian healthy and ensure purity in their lives through water and air. Recently, this four year-old startup introduced a unique product in the highly competitive water purifier market; it’s called
i-taste, which the company officials claim to be India’s 1st Smart RO which empowers consumers to control the taste of purified water, model i-taste.
“Livpure is an innovative brand and a pioneer in smart and intelligent products. Our new innovation i-taste redefines the concept of water purifiers with its hi-tech technology and offers the consumers the most advanced water purifier ever. i-taste is a smart, innovative and Wi-Fi enabled water purifier that can be controlled through your smartphone via Android app. Not only that, it auto communicates with the Livpure service centre facilitating pro-active preventive maintenance and filter replacement on time as required,” says Rakesh, adding, “innovation around consumers is the core of everything at Livpure.”
Livpure claims to have more than one million users in a span of four years. The water purifier maker is aiming at R1,000 crore sales by 2020, riding on expansion of product line, sales network and growth of online sales. It has a manufacturing facility in Manesar, with a production capacity of over 1 million water purifiers per year. Livpure had closed last fiscal at around R150 crore.“This year we are going to end up around R300 crore. Going with the current growth rate, we would cross Rs 1,000 crore target by 2020,” says Rakesh.
Realising the need for long term sustenance and growth, Livpure is ramping up its service centres and distribution network. The brand has 400 service centres, 800 service people and more than 500 distributors. Livpure has a presence in 22 states and is available in more than 14,000 outlets.
The Indian RO water market size is of 2.3 million units and is growing 20%
annually. Around 40% of the market is unorganised and rest 60% with branded players, Livpure officials claim.
According to Rakesh, Livpure has become the third largest brand in its sphere and has a million plus happy consumers.
- Livpure has more than one million users in a span of four years
- It has a presence in 22 states and is available in more than 14,000 outlets
- It currently has 400 service centres, 800 service people and more than
- 500 distributors
- Livpure aims to notch up Rs 1,000 crore sales by 2020; it closed last fiscal at Rs 150 crore
- The Indian RO water market size is of 2.3m units and is growing 20% annually