India Water Purifier Market Size, Share & Industry Analysis, By Product Type (RO Filters, UV Filters, Gravity Filters, and Others), By Application (Residential, Light Commercial, and Commercial), and Country Forecast, 2025-2032

The India water purifier market size was valued at USD 2.19 billion in 2024. The market is expected to grow from USD 2.54 billion in 2025 to USD 7.72 billion by 2032 at a CAGR of 17.2% during the forecast period.

Water purifiers are systems/appliances used to purify water for drinking and household consumption. These systems are equipped with different types of water filters, depending on which categorize them into different groups such as reverse osmosis (RO) filters, ultraviolet (UV) filters, and others. Water purification systems provide safe and clean drinking water with a better taste and offer several health benefits. These appliances are used in residential, light commercial, and commercial applications for the purification of water. Growing demand for clean water and heightened focus on health & hygiene are fueling demand for water purifiers.

Major companies such as Eureka Forbes Ltd., Kent RO Systems Ltd., Hindustan Unilever Ltd. (Pureit), Livpure, and A.O. Smith India are driving market growth by bringing innovative products such as smart water purifiers and IoT-enabled products. Such efforts taken by market players will increase the product’s penetration during the forecast period.

Impact of COVID-19

Disruptions in supply chains during the COVID-19 pandemic significantly affected the market growth. Production slowed down during the initial days of the pandemic. However, with gradual control over the spread of the virus after mid-2020 and the deployment of recovery plans by manufacturers and governments, the market started recovering.

Though the COVID-19 pandemic brought various challenges to the market, it also fueled the importance of water purification systems among consumers. There was a noticeable rise in the desire and expenditure on consumer electronics and appliances, which led to a high demand for water purification systems in commercial spaces, hotels, and restaurants.

INDIA WATER PURIFIER MARKET TRENDS

Heightened Focus on Health & Hygiene to Boost Product Demand

The spread of water-borne diseases due to infection from pathogens such as bacteria, viruses, protozoa, algae, and parasitic worms has shifted the public focus on health & hygiene. Consumption of pathogen-contaminated water causes diarrhea, chlorella, typhoid, lead poisoning, and other health hazards. World Health Organization (WHO) has estimated that around 1.5 million human deaths are caused by water-borne diseases every year.

In order to reduce the impact of water-borne diseases, organizations such as WHO and environmental agencies are carrying out water campaigns across the globe, even in India. The companies operating in the market launched advertising campaigns that describe the effects of contaminated water and the benefits of water purification. With government setting up a legal framework to ensure the purification of water coming out of industries, which also pushes the demand for water purification systems. Thus, the awareness about water-borne diseases amongst the consumers is boosting the water purification systems demand in India.

Market Dynamics

MARKET DRIVERS

Growing Income and Urbanization, Coupled with Access to Piped Water and Electricity, are Fueling Market Growth

The continuously rising disposable income in the country is enabling more households to afford health-related products such as water purifiers. Rising industrialization and the service sector in India have led to a significant rise in income. Significant developments in the agriculture sector have also resulted in the rising disposable income of the rural economy of India. India is also witnessing significant growth of the middle-class population, which is the major part of the Indian population. For instance, according to an ICE survey, the middle class in India is anticipated to reach 1 billion by 2047, thereby creating a higher demand for water filters.

People with higher disposable incomes are increasingly investing in premium products that provide safe and clean drinking water, as well as adjust the taste, mineral contents, and pH of the water. This has resulted in rising demand for advanced filters such as RO, UV, and also products with multistage filtration systems, thereby driving the market growth.

Rapidly growing urbanization in the country is leading to overcrowded cities, putting pressure on public water supply systems. For instance, according to the World Bank, 40% of Indians are anticipated to reside in India's urban areas by 2036, up from 31% in 2011. Urban areas often face issues such as pollution and inadequate sanitary infrastructure, making it necessary for households to install water purifiers for safe and clean water.

The rising access to piped water and electricity in India is also playing a key role in driving the market growth. For instance, according to the Ministry of Jal Shakti, households with piped water rose from 16.8% in 2019 to 77.2% in 2024, thereby driving the market growth. The rising access to electricity is playing a crucial role in driving the demand for electric water purifiers such as RO and UV, thereby driving the India water purifier market growth.

MARKET RESTRAINTS

High Maintenance Cost of Filters is a Key Challenge to Market Growth

To keep water quality intact, the filters used in water purification systems are required to be replaced in a timely manner. The replacement criteria for respective filters are dependent upon the product type and technology used. The key filters and components commonly used in these systems are reverse osmosis membranes and ultraviolet lights. These components are fairly expensive.

In general, point-of-entry filters need to be replaced after five to six years, whereas point-of-use filters are required to be replaced between six to twelve months. On the other hand, commercial filters need to be replaced frequently. Such regular change of filters deters the consumers from purchasing water purifiers.

Moreover, technically skilled manpower is required to achieve optimal design and prime operational efficiency in these filters. It also requires a large amount of testing and quality inspection for the commercial utilization of these filters. Furthermore, skilled manpower is also necessary for assisting these systems in meeting the regulatory standards.

All these factors result in steep maintenance costs for these systems, which have become a key challenge for the growth of the market.

MARKET OPPORTUNITIES

Emergence of Multi-Filter and Smart Water Purifiers Represents Potential Market Growth Opportunities

The Indian market is witnessing a significant rise in products with multi-filters, which have a multi-stage filtration system in which different types of filters, such as RO, UV, and UF, are used in a single water purifier to provide clean and safe drinking water with better taste. The rising water pollution in the country and the emergence of pathogenic diseases are providing the impetus for the demand for these multi-filter water purifiers.

Many companies operating in the market are evolving their products using technologies such as artificial intelligence. Technologically advanced purifiers are easy to operate and are designed with multi-stage purification processes. These processes can now be controlled using voice and touch.

On the other hand, the inclusion of sensors inside the storage tanks can study the quality of water and display the parameters such as TDS, temperature, and oxygen content on the smart screens. These sensors continuously monitor the water quality and send alerts & notifications to the customer to ensure timely maintenance of these products.

Some new purifiers use AI and android technologies to study the quality of water and alter the performance of the filters to meet the demand set by the customers. These purifiers can be controlled via home automation systems.

Request a Free sample to learn more about this report.

SEGMENTATION ANALYSIS

By Product Type

RO Filters Segment Held the Largest Share Owing to Their Ability to Remove Dissolved Salts

Based on product type, the market is segmented into RO filters, UV filters, gravity filters, and others.

The RO filters segment held the largest India water purifier market share in 2024. These filters are used in residential applications and are anticipated to retain their dominance during the forecast period. RO filters are popular due to their ability to remove dissolved salts, making them ideal for regions with hard water. However, concerns over water wastage and the need for higher energy consumption may affect their future demand. 

UV filters hold a considerable share of the market in India. They are in demand for areas with a microbiologically unsafe water supply as they effectively kill bacteria and viruses without altering the water’s mineral content. They are also more energy efficient compared to RO systems.

Gravity filters are a cost-effective solution for households without continuous electricity and piped water, appealing to rural and low-income populations. They work without electricity, relying on filters to remove particulate matter and some pathogens.

By Application

Residential Segment Held Major Share Owing to High Demand for Clean Water

Based on application, the market is classified into residential, light commercial, and commercial.

The residential sector represented the largest portion of the India market in 2024 and is expected to retain its lead throughout the evaluation period. The expected demand is linked to increasing urbanization, industrial development, and rising worries about water pollution. The rise in disposable income and awareness of waterborne illnesses additionally supports the demand for water purifiers in home environments.

The commercial sector is predicted to witness moderate growth till 2032. The demand is expected to be fueled by the increasing necessity for commercial water purification solutions, heightened industrialization, urban growth, and stricter government regulations regarding water quality standards. Commercial entities such as offices, hotels, restaurants, hospitals, and educational facilities are progressively implementing water purification systems to guarantee clean and safe drinking water for staff, clients, and visitors. India's swift economic advancement, along with the rising significance of Corporate Social Responsibility (CSR) and health awareness, is aiding the sector's growth.

To know how our report can help streamline your business, Speak to Analyst

COMPETITIVE LANDSCAPE

KEY INDUSTRY PLAYERS

Market Players are Adopting Product Innovation Strategies to Attract New Customers

Eureka Forbes Ltd., Kent RO Systems Ltd., Hindustan Unilever Ltd. (Pureit), Livpure, and A.O. Smith India are identified as key manufacturers in the India water purifier market study. Players operating in the market have adopted both organic and inorganic expansion strategies to capitalize on the growing market potential. Domestic players are primarily focusing on creating innovative products to attract new customers and retain their existing customer base through high-quality after-sales service. International market players are acquiring and forming joint ventures with smaller local players to enhance their market stance in the domestic market.

LIST OF KEY PLAYERS PROFILED

• Eureka Forbes Ltd. (India)


• Kent RO Systems Ltd. (India)


• Livpure Smart Homes Pvt Ltd. (India)


• TATA Chemicals Limited (India)


• Franke Faber India Private Limited (India)


• Havells India Limited (India)


• Brita GmbH (Germany)


• A.O. Smith Corporation (U.S.)


• Unilever PLC (U.K.)


• Panasonic Corporation (Japan)


• LG Electronics (South Korea)


• 3M (U.S.)

KEY INDUSTRY DEVELOPMENTS

• July 2024 - A.O. Smith Corporation signed an agreement for the acquisition of Pureit from Unilever for approximately  USD 120 million in cash. The acquisition is expected to be completed by the end of 2024.


• July 2022 - Brita GmbH selected sustainable Styrenics solutions - Terluran ECO, Styrolution PS ECO, and NAS ECO materials for its water filter jugs’ portfolio. The move is expected to enable the company to reduce its carbon footprint significantly.


• October 2021 – Unilever PLC launched its DURAVita technology-based ‘Pureit’ water purifier in the U.S. market. The product was launched to access purer water for household applications. The product has been certified with WQA’s Gold Seal Standard and is able to remove heavy metals & dissolved solids.


• September 2021 - A.O. Smith Corporation launched a new under-the-counter water treatment unit with UV plus silver activated post carbon technology in the Indian market. The product was launched strategically to introduce the unique combination of cutting-edge features, advanced purification technology, and aesthetic appeal.


• June 2021 - Brita GmbH entered into a long-term partnership with Parley for the Oceans, a futurist form of environmental organization, to reduce the use of the single-use plastic water bottle. Both companies together introduced a design, ‘Future of Water’, to envision the look of Brita’s future sustainable water treatment products.


• September 2020 - LG Electronics unveiled a range of water purifiers under the LG PuriCare $-Ward series. The purifier possesses tankless technology along with a three-stage filtration system that eliminates microorganisms and seven heavy metals dissolved in water.


• April 2020 – A.O. Smith Corporation launched a technically advanced X7+ water purifier, which is equipped with a patented side-stream RO membrane, 8-stage purification, and TDS Max technology that can purify water with a TDS level of up to 3000 ppm. The purifier is designed with mineralizer technology and offers clean & purified water from any source.


• December 2019 - Kent RO Systems Ltd. launched its new series of highly efficient water purification systems under RO Systems. This efficient system launched by the company strictly aims at purifying the discarded water through the process of reverse osmosis. This brilliant advanced system has leveraged the water purification procedures by reaching a ratio of wastewater reduction from 75% to almost 50%.

REPORT COVERAGE

The research report provides a detailed market analysis, focusing on crucial aspects such as leading companies, product type, and application. In addition, it provides quantitative data regarding market size, analysis, research methodology, and insights into market trends. It also highlights vital industry developments and the competitive landscape. In addition to the above-mentioned factors, it encompasses various factors that have contributed to the market's growth in recent years.

To gain extensive insights into the market, Request for Customization

Report Scope & Segmentation