What Livpure does

Livpure Smart Homes Pvt Ltd is an Indian home wellness brand operating under SAR Group (founded 1988, co-founded by Rakesh Malhotra and Navneet Kapoor). Its core business is multi-stage residential water purification, combining RO, UV, UF, alkaline, and copper-infusion stages across SKUs such as the Allura, Sereno, Eterna, Bolt+, Zinger, Platino, Glitz, Pep Star 2X Power Filter, Touch UV, Stealth Under Sink and the WiFi-enabled Livpure Lotier AIOT. Flagship technologies include the 2X Power Filter (TDS handling up to 1500 ppm and 14,000-litre / two-year life) and High-Recovery Membrane Technology claiming 60-70% water recovery versus 20-30% in traditional RO. Beyond water, the company sells HR foam, memory foam and latex mattresses (Lumbar, Duos, Ortho CurvX, Ortho Pro+, Regal, Element) with proprietary FreshTech filter and 3D SleepTech zones, plus bedding, pillows and kitchen chimneys. Manufacturing runs from an ISO 9001:2015 and ISO 14001:2015 certified plant in IMT Manesar, Gurgaon.

The company makes money through three coordinated motions: (1) one-time hardware sales through livpure.com (Shopify storefront), Amazon/Flipkart marketplaces, 14+ exclusive brand outlets and a pan-India dealer network, with purifiers priced Rs 7,650-26,530 and mattresses Rs 3,169-8,999; (2) a subscription "Water as a Service" model starting at Rs 429/month for zero machine, zero maintenance and zero installation, with 4L+ subscribers across 26 cities managed via the Livpure Smart App; and (3) recurring revenue from AMCs, spare parts/accessories, rentals, and bulk institutional orders. Customer base is reported at 1M+ households with a 25-38 age predominance, supported by 1,000+ certified service engineers and 4,844+ reviews at an 86% 5-star rating.

Distribution combines a multi-channel D2C approach (own e-commerce, exclusive outlets, dealer network) with event-driven marketing including an IPL 2026 partnership with Gujarat Titans, and a planned retail buildout of 75 exclusive outlets plus 17 experiential studios targeting Tier 2 and Tier 3 cities. Capital partners include M&G Investments (lead, 2024 round), Ncubate Capital Partners, CLSA Capital Partners and Multiples (2014 round). Leadership comprises Rakesh Malhotra (Founder & Mentor), Navneet Kapoor (Chairman & Co-Founder), Pritesh Talwar (CEO), and Rakesh Kaul (Managing Director).

Name

Livpure

Legal name

Livpure Smart Homes Pvt Ltd

Website

https://livpure.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Livpure is an Indian home wellness brand selling RO/UV/UF water purifiers, mattresses, bedding and kitchen appliances to urban and semi-urban households via e-commerce, exclusive outlets and a subscription-based "Water as a Service" model.

Ownership category

akta.pro rank

Product category

Water Purifiers and Home Wellness Products

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

akta.pro secondary industries

Water Softener, Filtration & Treatment System Installation (HSAOAAAH), Water Heater & Boiler Descaling/Flushing & Water Quality Treatment (HSAOACAH), Water Heating & Treatment Appliance Retail (Water Heaters, Water Softeners, Filtration Systems) (CRACACAF)

Keywords

• RO water purifiers
• UV water purification
• Memory foam mattresses
• Kitchen chimneys
• Water subscription services

Headquarters

HQ city

Haryana

HQ country

India

HQ region

Asia

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Water Purifier Sales: One-time purchase revenue from RO, UV, UF, and alkaline water purifiers with prices ranging from ₹7,650 to ₹26,530. Includes free maintenance periods (24-30 months) with select models.
2. Water as a Service (Subscription): Subscription-based 'water as a service' model with zero machine cost, zero maintenance, zero installation. Plans start at ₹429/month for Bolt+ model. Service operates across 26 cities with 4+ lakh subscribers, predominantly in 25-38 age bracket.
3. Water Purifier Rental: Rental RO service with contact numbers +91 8800762226 for rental inquiries. Offers flexible short-term usage without long-term commitment.
4. Mattress Sales: HR foam, memory foam, and latex mattresses sold directly through e-commerce and exclusive outlets. Prices range from ₹3,169 to ₹8,999 for various models and sizes.
5. Annual Maintenance Contracts (AMC): Yearly AMC options available for water purifiers with yearly-amc filter tags on products. Service plan for 2X Power Filter priced at Rs 4,990 every alternate year.
6. Bulk Orders: Volume orders for commercial and institutional customers through dedicated bulk order page and inquiry system.
7. Spare Parts and Accessories: Replacement filters, accessories, and spare parts for water purifiers available through dedicated accessory collection.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Livpure manufactures and sells home wellness products under the SAR Group umbrella, with water purifiers as the flagship line. The product portfolio spans multi-stage RO/UV/UF/copper/alkaline water purifiers, mattresses featuring FreshTech and 3D/5D SleepTech technologies, kitchen chimneys, air coolers, and bedding accessories. The company also operates a subscription-based Water as a Service (WAAS) model delivering RO-filtered water from ₹429/month with zero machine cost and zero maintenance charges across 26 cities, complemented by direct e-commerce, exclusive brand outlets, dealer networks, and bulk institutional sales channels.

Product overview

Livpure is a comprehensive home wellness brand operating in India under SAR Group with over 1 million happy customers and 10+ years of experience. The company offers a multi-category portfolio organized around three main pillars: Water Purifiers (including RO, UV, UF, and alkaline technologies with various storage capacities and features), Mattresses & Sleep Products (featuring HR foam, memory foam, and latex mattresses with various comfort technologies), and Home Appliances (including kitchen chimneys and coolers). The product portfolio includes flagship models like the Livpure Allura, Sereno, and Eterna water purifiers; Lumbar, Duos, Ortho CurvX, and Ortho Pro+ mattresses; and Fenix and Elega chimneys. Additionally, Livpure offers a subscription-based 'Water as a Service' (WAAS) model providing RO water on rental starting at Rs 429/month, operating across 26 cities with over 400,000 subscribers. The brand also provides experiential retail studios for in-person product discovery across Tier 2 and Tier 3 cities.

Differentiator

Problem solved

Functional benefit

Products and services

• Livpure Water Purifiers (RO, UV, UF, Alkaline, Copper, Smart variants) Multi-stage household water purification systems combining RO, UV, UF, copper infusion, alkaline enhancement, and mineral retention. Models span ₹7,650 to ₹26,530 covering family, premium, under-sink, hot-water, and AIOT-enabled smart variants with 7-10 stage purification and 1-3 year warranties. Sold to Indian households through e-commerce, retail outlets, dealers, and bulk order channels.
• Livpure 2X Power Filter Series Water purifier series with extended two-year filter life handling TDS up to 1500 ppm and purifying up to 14,000 litres before replacement, targeting total cost of ownership reduction for residential consumers. Sold with companion service plans covering filter replacement and maintenance.
• Livpure Mattresses (HR Foam, Memory Foam, Latex variants) Residential mattresses combining HR foam, memory foam, and latex constructions with FreshTech filter, 3D/5D SleepTech zoned support, and embedded biocrystals (Amethyst, Jade, Jasper, Quartz, Silver). Prices from ₹3,169 to ₹8,999 with 10-night trial, 5-10 year warranties, and free shipping.
• Livpure Kitchen Chimneys (Fenix, Elega) Auto-clean kitchen chimneys for Indian households with filterless designs, gesture control, baffle filters, and high suction capacity (1300-1400 m3/hr). Includes 6-year motor warranty on premium models.
• Livpure Air Coolers Residential air coolers sold as part of Livpure's home wellness range alongside water purifiers, mattresses, and kitchen appliances.
• Livpure Bedding Products (Comforters, Pillows, Bedsheets, Duvet Covers, Mattress Protectors) Bedding accessories including comforters, pillows, bedsheet sets, duvet covers, and mattress protectors sold alongside mattresses to provide a complete sleep solution.
• Livpure Smart RO Subscription (Water as a Service / WAAS) Subscription-based water purification service delivering RO-filtered water for a monthly fee starting at ₹429 with zero machine cost, zero maintenance, zero installation, 7-day risk-free trial, and free relocation. Operates across 26 cities and serves 4-lakh+ subscribers. Tiers include Bolt+ (₹429), Bolt Copper (₹439), Zinger Copper Hot (₹749), and Stealth Under Sink (₹699).
• Livpure RO on Rent (Rental RO Service) Rental RO water purifier service offering flexible short-term access to Livpure RO models (Bolt, Zinger, Bolt Copper, Stealth Under Sink) without long-term commitment, providing an alternative to outright purchase or subscription.
• Livpure Annual Maintenance Contracts (AMC) / Water Purifier Service Plans Annual Maintenance Contracts covering filter replacement, servicing, and repairs for Livpure water purifiers. Includes dedicated 2X Power Filter service plan at ₹4,990 every alternate year. Operates through service hotline 080648-99399 and dedicated service page at livpure.com/pages/service-request.
• Livpure Spare Parts and Accessories Replacement filters and spare parts for Livpure water purifiers available through a dedicated accessories collection, supporting after-sales service and AMC renewals.
• Livpure Lotier AIOT Smart Water Purifier WiFi-enabled smart water purifier with TDS display and AIOT technology for real-time monitoring and control via the Livpure Smart App. Priced at ₹18,490 and targeted at tech-forward households.
• Livpure Smart App Mobile application for Livpure Smart RO subscription customers to track water consumption, monitor filter life, manage subscription status, and request service. Companion to the WiFi-enabled Lotier AIOT purifier and the Water as a Service subscription.

Quantifiable outcome

• Filter life extended to 2 years (up to 14,000 litres purification capacity)
• +5 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• Gujarat TitansflagshipGTM or Marketing Partner · 26 March 2026Official partner of Gujarat Titans IPL team as part of brand visibility and marketing strategy. Livpure appeared on IPL 2026 with 37 sponsors, targeting cricket audiences across India for brand awareness and fan engagement through sports marketing.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Wakefit: Direct-to-consumer sleep and home brand selling mattresses and home products online with an experience-center build-out. Most comparable to Livpure's mattress line and similar D2C, omnichannel, and tier-2/3 expansion playbook.
• Faber: Leading kitchen appliance brand in India whose chimney and kitchen solutions compete directly with Livpure's Fenix and Elega chimney range. Relevant peer for Livpure's home appliances adjacency line.
• Kent RO Systems: India's largest RO water purifier brand with the broadest product range and distribution. Most direct head-to-head competitor to Livpure across RO/UV/UF alkaline purifiers and now offers rental/subscription models — directly competing on price, technology, and tier-2/3 expansion.

Regional players

• Crompton Greaves Consumer: Established Indian consumer durables brand with strong distribution. Their water purifier and air cooler lines overlap with Livpure's appliance adjacency, and they target similar urban and semi-urban households.

Broad incumbents

• A.O. Smith India: Global water treatment major with significant India presence in premium water purifiers and heaters. Competes with Livpure at the premium end and brings deeper R&D and brand legitimacy from the parent.
• Pureit (Hindustan Unilever): HUL-owned water purifier brand with very strong distribution across urban and rural India. Comparable product range (RO+UV+UF) and a similar push toward affordability and accessibility — a direct competitor leveraging HUL's massive FMCG distribution moat.
• Sleepwell (Sheela Foam): India's leading mattress brand by market share. Competes directly with Livpure's mattress portfolio across foam, HR foam, and orthopaedic ranges, with a much wider offline distribution network.
• Aquaguard (Eureka Forbes): Pioneer of the Indian water purifier category with strong brand recall and extensive service network. Sells RO/UV purifiers across price points and competes directly with Livpure in premium and mid-tier segments.
• LG Electronics India: Diversified home appliance major whose water purifiers and kitchen appliances overlap with Livpure's portfolio. Competes on brand trust, smart features, and pan-India service — relevant for benchmarking on connected appliances and after-sales.

Emerging players

• Mi / Xiaomi Water Purifier: Smart, IoT-enabled water purifier entrant priced aggressively online. Competes with Livpure's Lotier AIOT line on connected features and price-performance for tech-forward urban consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Livpurewater
• Facebookfacebook.com/livpurewater
• Instagraminstagram.com/livpurewater
• Xx.com/Livpurewater
• LinkedInlinkedin.com/company/livpure-private-limited

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Livpure