DrinkPrime
DrinkPrime is a subscription-based, IoT-enabled water purifier rental service targeting urban Indian households across 9 cities. It offers RO+UV purifiers on monthly plans starting at ₹299 with zero upfront cost, free maintenance, and app-based monitoring.
- Company typePrivate
- Founded2016
- HeadquartersBangalore, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What DrinkPrime does
DrinkPrime (legal entity Waterwala Labs Private Limited) is a Bengaluru-headquartered, direct-to-consumer subscription company that rents IoT-enabled RO+UV water purifiers to urban Indian households. Founded in 2016 by Vijender Reddy Muthyala and Manas Ranjan Hota, the company addresses a market in which less than 10% of Indian households own a purifier and where traditional ownership models impose ₹15,000–₹20,000 upfront costs plus ₹3,000–₹5,000 in annual maintenance. DrinkPrime's product portfolio comprises five IoT-connected SKUs — Copper, Alkaline, Mineral+, UV, and Copper Under the Sink — combining RO, UV, and optional copper or alkaline mineralization, with telematics that stream consumption, water quality, and filter health to a proprietary mobile app (iOS and Android).
The business model is a pure subscription rental: customers pay ₹299–₹629 per month with a refundable ₹1,500 security deposit and a 3-month minimum lock-in, in exchange for zero upfront device cost, free installation within 48 hours, free lifetime maintenance, free filter replacements, and free relocation. Go-to-market is product-led and digital-native, with self-serve onboarding via drinkprime.in and the mobile app, supported by SEO-optimized city-level landing pages, a blog, and a Refer & Earn program that reportedly drives 1 in 3 new acquisitions. The company has served over 1 million customers across 9 cities (Bengaluru, Hyderabad, Delhi NCR, Mumbai, Pune, Chennai, Kolkata) and reports approximately 250,000 households served daily, with a 4.5★ Google Play rating from over 21,600 reviews.
DrinkPrime has raised approximately Rs 88 crore (~$10–11 million) cumulatively across debt and equity rounds — including Rs 8 crore in 2021 (UC Inclusive Credit, Western Capital), Rs 60 crore in 2022 (Omidyar Network India, Sequoia Surge, 9Unicorns, Northern Arc Capital, Unitus Capital), and a Rs 20 crore Series A in March 2026 (Artha Venture Fund, Mirabilis Investment Trust) at a Rs 340 crore (~$36.8 million) post-money valuation. The Series A is earmarked for IoT/data capability buildout, scaling field services, and geographic expansion from 9 to 20 cities. With 101–250 employees and a 10-year operating history, DrinkPrime is positioned as an early-stage institutional player in the Indian water-as-a-service category.
DrinkPrime firmographics
Firmographics- Name
- DrinkPrime
- Legal name
- Waterwala Labs Private Limited
- Website
- https://drinkprime.in
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- DrinkPrime is a subscription-based, IoT-enabled water purifier rental service targeting urban Indian households across 9 cities. It offers RO+UV purifiers on monthly plans starting at ₹299 with zero upfront cost, free maintenance, and app-based monitoring.
- Ownership category
- akta.pro rank
DrinkPrime industry classification
Industry- Product category
- Consumer Water Purifiers (Subscription)
- NAICS
- Water, Sewage and Other Systems (2213)
- SIC
- Electric Housewares & Fans (3634)
- akta.pro primary industry
- Hydration, Water Filtration & Purification Retail (CRAMAMAE)
- akta.pro secondary industries
- Countertop Water Filtration Systems (CRAJAJAC), UV Water Purification Systems (Residential) (CRAJAJAJ)
Keywords
Where DrinkPrime is headquartered
LocationHeadquarters
- HQ city
- Bangalore
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
DrinkPrime business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Water Purifier Subscription (Rental): DrinkPrime's primary revenue stream is monthly/quarterly/semi-annual/annual subscription fees for IoT-enabled RO water purifiers. Customers pay a fixed recurring fee covering the purifier device (no ownership), free installation, free lifetime maintenance, free filter replacements, free relocation, and app-based monitoring. Plans range from ₹299 to ₹629 per month depending on model. A refundable security deposit of ₹1,500 applies. The subscription model provides predictable recurring revenue with high customer lifetime value driven by included maintenance and low churn.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | DrinkPrime UV — ₹299/month, 3-month lock-in |
| Subscription | Monthly | DrinkPrime Copper — ₹349/month, 3-month lock-in |
| Subscription | Monthly | DrinkPrime Mineral+ — ₹399/month, 3/6/11-month lock-in options |
| Subscription | Monthly | DrinkPrime Alkaline — ₹417/month (after ₹12 summer discount from ₹429), 3-month lock-in |
| Subscription | Monthly | DrinkPrime Copper Under the Sink — ₹629/month, 3-month lock-in |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
DrinkPrime product offering
Product offeringCore offering
DrinkPrime rents IoT-enabled RO+UV water purifiers to urban Indian households on a monthly, quarterly, semi-annual, or annual subscription, with no upfront machine cost. Subscriptions bundle free installation, lifetime maintenance, free filter replacements, free relocation, and app-based real-time water quality and filter health monitoring across five purifier variants (Copper, Alkaline, Mineral+, UV, Copper Under the Sink).
Product overview
DrinkPrime is a subscription-based water purifier rental service offering IoT-enabled smart water purifiers through a 'rent-to-own' model. The product portfolio consists of five distinct purifiers: DrinkPrime Copper (RO+UV with copper infusion for immunity boost), DrinkPrime Alkaline (pH-balanced with mineral enrichment), DrinkPrime Mineral+ (budget-friendly RO with essential minerals), DrinkPrime UV (for low-TDS municipal water), and DrinkPrime Copper Under the Sink (compact under-counter variant). All purifiers feature multi-stage filtration combining RO (Reverse Osmosis), UV (Ultraviolet), and optional copper or alkaline technologies. The subscription model includes free lifetime maintenance, filter replacements, installation, and relocation services, with plans starting at ₹299/month and a 3-month minimum lock-in period.
Differentiator
Problem solved
Functional benefit
Products and services
- DrinkPrime Copper IoT-enabled RO+UV water purifier with copper infusion for antimicrobial properties and added immunity boost; features 8L storage tank, essential minerals, and copper enrichment; subscription starts at Rs 349/month with 3-month lock-in. Targeted at urban Indian households seeking added health benefits from copper-enriched water.
- DrinkPrime Alkaline IoT-enabled RO+UV water purifier with alkaline filtration that balances pH and enriches water with calcium, magnesium, and potassium; features 8L storage tank, pH booster, wall-mount or countertop option; subscription starts at Rs 417/month (Rs 429 regular). Targeted at urban Indian households seeking premium hydration and pH-balanced water.
- DrinkPrime Mineral+ IoT-enabled RO water purifier with essential mineral retention; features 6.5L storage tank; subscription starts at Rs 399/month with flexible lock-in periods of 3, 6, or 11 months. Targeted at renters, students, and budget-conscious urban Indian households.
- DrinkPrime UV IoT-enabled UV-based water purifier designed for low-TDS municipal water sources; uses ultraviolet light to kill bacteria and microorganisms without removing dissolved solids; subscription starts at Rs 299/month with 3-month lock-in. Targeted at urban Indian households in areas with already low-TDS municipal supply.
- DrinkPrime Copper Under the Sink Compact IoT-enabled under-sink RO+UV+Copper purifier designed for modern compact kitchens with limited counter space; features copper infusion and RO+UV purification; subscription starts at Rs 629/month with 3-month lock-in. Targeted at urban Indian households wanting an unobtrusive installation.
Quantifiable outcome
- Starts at ₹1/litre (vs ₹2–₹4/litre for water cans)
- +4 more outcomes
Companies that use DrinkPrime
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
DrinkPrime technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
DrinkPrime partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
DrinkPrime competitors and assessment
Company assessmentBroad incumbents
- Pureit (Hindustan Unilever): HUL's water purifier brand offering gravity-based and RO purifiers. Direct competitor in residential water purification with extensive FMCG distribution reach; an incumbent could easily replicate subscription economics given scale.
- Kent RO Systems: One of India's leading RO water purifier brands with broad product portfolio and nationwide dealer network. Directly competes with DrinkPrime's product offering but relies on a purchase-plus-maintenance model rather than subscription.
- Eureka Forbes (Aquaguard): India's largest water purifier incumbent under the Aquaguard brand, with extensive service network and brand recognition. Competes with DrinkPrime in residential water purification but sells primarily via ownership model rather than subscription.
- Blue Star Water Purifiers: Indian HVAC and appliance major with a residential water purifier line. Competes with DrinkPrime in RO/UV purification but sells through ownership model leveraging its existing service network.
- A.O. Smith India: Global water treatment and heating company with a strong Indian presence in residential RO purifiers. Competes with DrinkPrime in premium residential segments but primarily via ownership/sales model rather than subscription.
- LG Water Purifiers: Global electronics major offering residential RO and UV water purifiers in India. Competes in the same household water purification category but primarily through ownership sales and broad appliance distribution.
Emerging players
- Bibo (Wahter Pvt Ltd): Indian subscription-based IoT water purifier startup targeting urban households. Direct competitor to DrinkPrime using a similar subscription/rental model with connected devices and app-based service management.
- Mi Water Purifier (Xiaomi): Xiaomi's smart water purifier line leverages IoT and app-based monitoring, mirroring DrinkPrime's tech-enabled approach. Competes on connected features and price but operates in a purchase/ownership model.
Others
- Pepperfry / Wakefit (appliance subscription): Indian D2C appliance/furniture companies that have piloted subscription models for household durables. Thematically relevant to DrinkPrime's appliance-as-a-service model but operates in different product categories.
Direct peers
- Livpure: Indian water purifier and water ATM company with subscription and rental offerings. Directly competes with DrinkPrime in IoT-enabled residential RO water purification and overlaps in the rental/subscription model for urban households.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DrinkPrime social profiles
Digital presenceDrinkPrime compliance and trust
Trust signalCompliance2 records
DrinkPrime financial estimates
Financial estimateRevenue estimate
Valuation estimate
DrinkPrime leadership team
Management profileNumber of profiles
Profiles5 records
DrinkPrime funding detail
Funding detailFunding overview
Funding rounds9 records
Investors23 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DrinkPrime M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DrinkPrime
What does DrinkPrime do?
DrinkPrime rents IoT-enabled RO+UV water purifiers to urban Indian households on a monthly, quarterly, semi-annual, or annual subscription, with no upfront machine cost. Subscriptions bundle free installation, lifetime maintenance, free filter replacements, free relocation, and app-based real-time water quality and filter health monitoring across five purifier variants (Copper, Alkaline, Mineral+, UV, Copper Under the Sink).
Is DrinkPrime a public or private company?
DrinkPrime is a private company. It is classified as venture growth investor backed and is currently operating.
When was DrinkPrime founded?
DrinkPrime was founded in 2016. It employs 101 to 250 people.
Where is DrinkPrime based?
DrinkPrime is headquartered in Bangalore, India, in the Asia region.
How does DrinkPrime make money?
One revenue line is on record: water Purifier Subscription (Rental).
Who are DrinkPrime's main competitors?
Broad incumbents on record are Pureit (Hindustan Unilever), Kent RO Systems, Eureka Forbes (Aquaguard), Blue Star Water Purifiers, A.O. Smith India and LG Water Purifiers. Emerging players are Bibo (Wahter Pvt Ltd) and Mi Water Purifier (Xiaomi). Pepperfry / Wakefit (appliance subscription) is listed as an others. Livpure is listed as a direct peer.
Does DrinkPrime have an API?
No public API is recorded for DrinkPrime.
What industry is DrinkPrime in?
DrinkPrime's product category is Consumer Water Purifiers (Subscription). Its primary akta.pro industry code is CRAMAMAE, Hydration, Water Filtration & Purification Retail, with a secondary code of CRAJAJAC, Countertop Water Filtration Systems. Its NAICS code is 2213 and its SIC code is 3634.