With a storage capacity of four litres, Pureit Marvella UV, is priced at a price of Rs 7,990. Till now, Pureit was being targeted at the mass market, with its Pureit Intella and Pureit Classic variants. It also has a RO variant. According to an HUL official release, the UV-powered variant was launched keeping in mind households that prefer UV water purifiers. Much of the existing UV-powered water purifiers in the market, have no storage capacity.
According to Badri Narayanan, GM, Water, Hindustan Unilever, with Pureit Marvella UV, HUL has taken its â€œfirst step into the premium UV water purifier segment,â€ with a guarantee of â€œunparalleled set of features coupled with a beautiful design, which will instantly appeal to consumers who not only want safe drinking water but also a purifier that goes a step further as an aesthetically appealing device that they can proudly display in their kitchen.â€
In the UV water purifier segment, Pureit would be competing with brands from Panasonic, Eureka Forbes, Kent and Godrej. Philips that had entered the UV-segment around 2005-06, doesn’t sell it any more.
According to ASSOCHAM, the water purifier market is estimated to be worth Rs 4,000 crore and is likely to grow to Rs 7,000 crore by 2015.