Pureit

What Pureit does

Pureit is a water purifier brand owned and operated by Hindustan Unilever Limited (HUL), the Indian subsidiary of Unilever, headquartered in New Delhi with operations spanning 28+ Indian states and a claimed presence in 9+ countries globally. The company manufactures and sells residential point-of-use water purification systems based on three core technologies: Reverse Osmosis (RO), Ultraviolet (UV) disinfection, and Micro Filtration (MF), offered individually or in combination. Its product portfolio spans entry-level UV purifiers priced at Rs. 9,250 through premium multi-stage RO+UV+MF systems with Copper Charge Technology and Eco Recovery Technology priced at Rs. 32,699, with differentiation features including 7-stage purification, 60% water recovery (versus 30% industry standard), 11-watt UV lamps with 99.9% pathogen kill rates, TDS-display purity indicators, and EPA (USA)-certified bacteria and virus removal.

The business model combines one-time hardware sales with a recurring revenue stream from proprietary Germ Kill Kit (GKK) filter replacements required every 6-12 months at Rs. 2,500-6,000 annually, plus extended warranty and service plans. Pureit distributes through an authorized dealer network with 80+ pages of store listings, retail partnerships with Croma and Vijay Sales, direct e-commerce via pureitwater.com, and WhatsApp-based service support at +919739101344. The target customer base is Indian households concerned about municipal water contamination, waterborne disease risk, and groundwater quality deterioration, segmented into urban primary buyers and a secondary rural segment requiring non-electric or gravity-based solutions.

Pureit is a horizontal consumer brand operating within HUL's larger FMCG infrastructure rather than a standalone venture-backed entity, with no disclosed funding rounds, executive leadership details, M&A activity, or independent revenue figures. The brand leverages HUL's distribution, marketing, and manufacturing scale as its primary competitive advantage against independent peers such as Kent, Livpure, and Eureka Forbes' Aquaguard.

Name

Pureit

Legal name

Hindustan Unilever Limited

Website

https://pureitwater.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Pureit is a Hindustan Unilever-owned water purifier brand selling RO, UV, and RO+UV+MF residential purification systems across India through an extensive dealer network, retail partnerships, and direct e-commerce.

Ownership category

akta.pro rank

Product category

Household Water Purifiers

NAICS

Bottled Water Manufacturing (312112)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Replacement Filter Cartridges & Consumables (CRAJAJAH)

akta.pro secondary industry

UV Water Purification Systems (Residential) (CRAJAJAJ)

Keywords

• Water purifiers
• RO water filters
• UV water disinfection
• Household water treatment
• Drinking water systems

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Purifier Hardware Sales: One-time purchase of water purifiers ranging from basic UV models (₹9,250) to premium Copper+ Eco RO+UV models (₹32,699). Products are sold through dealer network, retail stores, and direct online sales.
2. Germ Kill Kit (GKK) Filter Replacements: Recurring revenue from replacement filters (Germ Kill Kit). Annual maintenance costs range from Rs. 2,500 to Rs. 6,000 depending on model. Filters should be replaced every 6-12 months based on water usage and quality.
3. Extended Warranty & Service Plans: Additional revenue from extended warranty plans offered to customers for ongoing maintenance and support beyond standard warranty period.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pureit designs, manufactures (under Hindustan Unilever Limited), and sells branded household water purifiers using RO, UV, MF, and copper-infusion technologies. Its lineup spans entry-level UV units to premium 7-stage RO+UV+MF purifiers with copper charging and water-saving Eco Recovery. The company also generates recurring revenue from replacement Germ Kill Kit (GKK) filters and extended warranty/service plans via its dealer, retail, and direct e-commerce channels.

Product overview

Pureit is a comprehensive water purifier brand offering a diverse portfolio of RO-based, UV-based, and combination (RO+UV+MF) water purifiers. The product lineup includes the premium Copper+ Eco and Ultima Eco ranges featuring advanced 7-stage purification with Copper Charge Technology and Eco recovery (water-saving) technology; the Eco RO range focused on water conservation with 60% recovery rate; the Classic G2 and Classic Nxt G2 series providing reliable RO+UV and RO+MF purification; and UV-only purifiers like Marvella G2+ and Classic G2+ equipped with powerful 11 Watt UV lamps. Pureit purifiers incorporate technologies such as Auto Shut off, Filtrapower technology with 7 filters, and Mineral RO technology to retain essential minerals while delivering 100% safe drinking water. The brand operates in over 9 countries and meets stringent EPA (United States) criteria for removal of harmful bacteria and virus.

Differentiator

Problem solved

Functional benefit

Brands

• Copper Range: Water purifiers with Copper Charge Technology that adds copper to drinking water
• Eco RO
• Ultima Eco
• Marvella Eco
• Classic G2

Products and services

• Pureit Copper+ Eco Premium 7-stage RO+UV+MF water purifier with Copper Charge Technology that adds a precise dose of copper to each glass of water in real time; features dual dispensing (copper RO water and regular RO water); priced at ₹32,699; targeted at urban Indian households seeking copper-infused safe drinking water.
• Pureit Ultima Eco RO+UV+MF water purifier with 10-litre storage, Purity Indicator displaying TDS of input and purified water, and Eco Recovery water-saving technology; priced at ₹27,399; targeted at urban Indian households wanting premium eco-friendly purification with TDS visibility.
• Pureit Marvella Eco RO+UV+MF water purifier with 10-litre storage and Eco Recovery Technology (60% water recovery); priced at ₹25,699; designed for Indian homes with limited water supply to reduce wastage.
• Pureit Classic Mineral G2 RO+UV RO+UV water purifier with Mineral Cartridge Technology that removes TDS and microorganisms while retaining vital minerals; priced at ₹17,649; for Indian households seeking mineral-balanced purified water.
• Pureit Classic Mineral G2 RO+MF RO+MF water purifier with Mineral Cartridge Technology preserving essential minerals while removing dissolved salts and microorganisms; priced at ₹14,649; for everyday household use.
• Pureit Classic Nxt G2 RO+UV Compact RO+UV water purifier from the Classic Nxt G2 range for everyday household water purification; priced at ₹14,699.
• Pureit Classic Nxt G2 RO+MF RO+MF water purifier from the Classic Nxt G2 range offering effective filtration for household drinking water needs; priced at ₹11,999.
• Pureit Marvella G2+ UV UV water purifier with 11W UV lamp killing 99.9% of bacteria and viruses, 4-stage purification, and 4-litre storage tank; UV lamp carries 5-year warranty; priced at ₹11,050.
• Pureit Classic G2+ UV Entry-level UV water purifier with 11W UV lamp and 4-stage purification that destroys DNA of germs, viruses, mold, spores, fungi, and bacteria; priced at ₹9,250.
• Pureit Copper UV Plus UV water purifier with copper technology that removes bacteria, viruses, and harmful germs while adding copper to drinking water; priced at ₹13,999; mid-range entry to the Copper line.

Quantifiable outcome

• 60% water recovery rate vs standard 30%
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Hindustan Unilever Limited (HUL)coreStrategic or Co-development PartnerPureit is a brand owned and operated by Hindustan Unilever Limited (HUL), the Indian subsidiary of Unilever. HUL provides manufacturing, distribution, marketing infrastructure, and brand equity. The brand operates under Unilever's quality standards and meets EPA (USA) criteria for water purification. Contact email is [email protected] and the footer states '©Unilever Pureit 2024 all rights reserved.'

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kent RO Systems: Kent RO is one of the leading direct competitors to Pureit in the Indian household water purifier market, offering a comparable range of RO, UV, and RO+UV+MF purifiers across similar price tiers. It competes head-to-head with Pureit on technology, distribution, and brand positioning in Indian households.
• Tata Swach: Tata Swach is Tata's water purifier brand offering gravity-based and RO purifiers in India, leveraging the Tata brand's trust similar to how Pureit leverages HUL's. It competes directly in Indian households, particularly in the value and mid-range segments where Pureit's Classic G2 and Eco lines operate.
• Livpure: Livpure is an Indian water purifier and wellness brand offering RO+UV+MF purifiers with similar technology positioning (mineral retention, multi-stage filtration) to Pureit. It is a direct competitor in the same mid-to-premium price band and overlapping customer segments.
• Eureka Forbes (Aquaguard): Eureka Forbes' Aquaguard is one of the most established Indian water purifier brands with deep distribution and a broad product portfolio spanning RO, UV, and gravity-based purifiers. It competes directly with Pureit across urban Indian households on technology, brand trust, and dealer reach.

Broad incumbents

• LG Water Purifiers: LG offers water purifiers as part of its broader home appliance portfolio in India, with comparable RO+UV technology. While not specialized in water purification alone, LG's brand strength, retail presence, and appliance dealer network make it a meaningful competitor to Pureit in the household segment.
• A.O. Smith India: A.O. Smith is a global water treatment major with a strong India presence in water heaters and water purifiers, offering RO and UV systems for households. Its global brand authority and technology credibility position it as a competitor in the premium household water purifier segment where Pureit's Ultima Eco and Copper+ Eco compete.
• Whirlpool Water Purifiers: Whirlpool offers water purifiers as part of its broader home appliance lineup in India, leveraging its global brand and retail relationships. While not a water-purification specialist, it competes with Pureit in retail channels and on consumer trust in major household appliances.
• Blue Star Water Purifiers: Blue Star has expanded from air conditioning into water purification in India, offering RO+UV purifiers to urban households. As a diversified appliance incumbent, it competes with Pureit in retail electronics channels and on established service infrastructure, though water purification is not its core focus.

Emerging players

• Coway India: Coway is a Korean wellness and home appliance company expanding its water purifier footprint in India with RO and UV systems positioned on health and design. While a newer entrant to the Indian market, its international brand and emerging distribution overlap with Pureit's household target segment in urban India.

Others

• Brita: Brita is a global water filtration brand primarily known for pitcher-style and under-sink consumer filtration products rather than full electric purifier systems. While not a direct competitor to Pureit's RO+UV+MF hardware, it is thematically related as a consumer water filtration brand and represents an adjacent competitor in the household water treatment category.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/hulpureit

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Pureit