Blue Star together with EF

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Blue Star together with EF

Air-conditioning and refrigeration major, Blue Star, has forayed into the in-built water purifier segment through collaboration with Eureka Forbes.

Airconditioning and commercial refrigeration major, Blue Star has announced collaboration with the leader in health and hygiene, Eureka Forbes to launch a range of Blue Star storage water coolers with in-built Aquaguard water purifiers.

Blue Star is a leader in the water cooling segment, with over seven decades of experience in providing expert cooling solutions. Eureka Forbes, operational for over 30 years, is one of the most formidable players in the water purification segment with its flagship water purifier brand, Aquaguard, which has been conferred with numerous awards for its superior technology. Both Blue Star and Eureka Forbes thought it prudent to leverage the core expertise in their respective arenas, into an integrated, comprehensive solution that provides chilled and purified drinking water which is 100% safe.

The market for pure drinking water has been on the rise with enhanced awareness about water-borne illnesses and the need for safe drinking water. Most water cooler customers have been combining the water cooler with an external water purification system to provide pure water. However, this solution has limitations, compromising the safety of water. The new integrated offering being launched comes from the stable of two experts - Blue Star and Eureka Forbes, which will reassure the customer as well as consumers of water that the water is absolutely pure, apart from chilled

The market for storage water coolers with in-built purification is in its nascent stage and is estimated at a total of 11,000 units in FY15 translating to a value of Rs 90 crores. The market is expected to grow with more and more consumers shifting to in-built purification to around 30,000 units in FY18 with a total expected market value of about Rs 300 crores.

While this product category may witness enhanced competition, it is not imported into India, as this requires significant investments and an established sales-and-service network, deterring most large multinational companies from exploring the market. On the other hand, a few unorganised regional manufacturers and assemblers have begun selling the integrated product of water cooler with in-built purification, but these lack the after-sales service network as well as the brand image since end-consumers may be apprehensive about the purity of the water offered by these products. Thus, the combination of Blue Star and Eureka Forbes, given their strong brand equity and wide sales and service infrastructure, is likely to be a differentiator in this fast-growing segment.

Source: Blue Star Air India


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