Eureka Forbes to Enter Packaged Water Market

MUMBAI Water purification appliances-maker Eureka Forbes is making a foray into the packaged water segment and will roll out the bottled water product on a pan-India basis by next year, a top company official said. “We are foraying into the extremely competitive packaged drinking water market through the `franchise' route. In our business model, each franchisee will invest Rs 1.5-2 crore in a state-of-the-art purification and bottling set-up,” said Eureka Forbes CEO - Direct Sales and Senior Vice President Marketing, Marzin Shroff. The company will sell the product under the brand name `AquaSure', in 20 litres and one litre bottles, but has not divulged the prices. Eureka Forbes, which started the direct selling concept in India, has a 52% market share in the 1,500 crore water purifier segment, with Aquaguard and AquaSure brands. — PTI