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Blue Star planning 3500 retail outlets in this year
Press Release
Thursday, June 28 | 11:41 AM
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B Thiagarajan, Joint Managing Director, Blue Star Limited and Girish Hingorani, Head - Corporate Communications at the launch of a stylish and differentiated range of residential water purifiers in Pune.

Pune :  Blue Star Limited has announced the launch of a stylish and differentiated range of residential water purifiers across various price points with RO, UV, RO+UV and RO+UV+UF technologies. 

Speaking to the press at a conference held in Pune, B Thiagarajan, Joint Managing Director, Blue Star Limited said, ‘Since its entry into the residential water purifier business, Blue Star has made good progress in this segment with its wide range of offerings across various price points. The Company is committed to make significant investments and wants this business to set a benchmark in terms of the quality of products as well as customer service. The range of products launched augur well with our premium brand personality and have met with a very encouraging response with sales of over 50,000 units. The Company plans to consolidate its presence in this segment with its enhanced range of products and deeper distribution reach in FY19 and is targeting to reach a market share of around 10% in about 3 years.’ 

‘As regards to distribution, Blue Star water purifiers are already available in 125 towns with over 250 channel distributors/dealers including ecommerce channels and modern trade in over 2000 retail points. Plans are on the anvil to increase the presence to over 3500 outlets in the current year. There are over 400 ‘Star Water Consultants’ across major outlets for demonstrations and lead generation that have been appointed. In addition, Blue Star’s Room AC customers are being leveraged for cross-selling and referrals. Demonstrations of Blue Star water purifiers along with easy EMI options have been made available across major outlets to help customers buy the right product with extended payment options. Visual merchandising at high footfall outlets along with consumer financing options are made available across major outlets, to help in generation of enquiries.’ He added. 

Blue Star, which completes 75 years of its existence this year, entered into the residential water purifier business in October 2016. Given its long association with water due to its offerings comprising water coolers and bottled water dispensers coupled with the fact that it is perceived as an aspirational and modern brand, the Company forayed into the residential water purifier business with the conviction that it would make deep inroads into this business leveraging the trust that it has built over the years. This initiative is a part of the Company’s aggressive growth plans to expand its presence in related new product categories. The Company will gradually enhance its range to cover commercial water purification systems as well. 

The market for pure drinking water has been on the rise mainly due to deterioration in the quality of water, resulting in a spurt in water borne diseases. There is an over dependence on ground water which has significant levels of dissolved impurities. The residential water purifiers market in the country is pegged at about Rs 4200 crores, increasing at a CAGR of 15-20%. About 2.6 million units sold every year are electric viz RO, UV, RO+UV and its variants. In terms of value, due to their higher price points, electric purifiers contribute to about 85% of the market whilst the balance comprises gravity-based purifiers. 

Blue Star has launched a range of 35 models including colour variants in the electric devices category, with select models offering Immuno Boost technology. The range comprises nine series called Stella, Prisma, Edge, Imperia, Eleanor, Majesto, Genia, Aristo and Pristina, with price points varying from Rs 10,900 to Rs 44,900 in the RO and its variants range; and price points from Rs 7,900 to Rs 8,900 in the UV range. When the Company forayed into the business, it was with 13 models in limited price bands. The Company has now extended the range in order to have products across various price points.

Most of the models offer double stage RO+UV protection such that the entire water passes through the RO membrane first and then the UV lamp thereby ensuring that the water is absolutely safe and pure. These purifiers are highly differentiated and offer attractive features such as hot and cold water, touch sensors, electronic dispensing, speech assist, taste enhancer, filter change alerts, aqua taste booster, super efficient RO membrane, child lock function and aqua mineral infuser, amongst several others.   These include models with an innovative and unique Immuno Boost Technology which provides alkaline antioxidant water that strengthens the defense mechanism of the human body and helps the body to stay healthy and function perfectly. The purified water with Immuno Boost Technology is abundant in alkaline minerals and hydrogen which help balance the metabolism. It can help in boosting one’s immunity and keeping away from diseases by nourishing the body with clean, wholesome ingredients adding essential minerals, raising the pH and making the water antioxidant. The Company is also test marketing a range of commercial water purifiers to cater to the growing demand of purified water in offices, restaurants, clinics, and other commercial establishments.
 
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