PureGen Water

What PureGen Water does

PureGen Water Sdn Bhd is a privately held Malaysian water treatment engineering company founded in 2004 and headquartered in Puchong, Selangor, with a headcount of 11–50 employees. The company designs, custom-builds, distributes, and services water filtration and pumping systems for industrial and household customers across Malaysia. Industrial offerings center on a six-layer deep bed filtration system (Anthracite, Zeolite, Fine Sand, Silica Sand, Coarse Sand, Quartz Stone) using the proprietary Microcite™ media, complemented by Scinor UF (TIPS-based PVDF), Aqualight UV disinfection, JK-Matic disc filters, and Mitsubishi Cleansui indoor units, with FRP or stainless steel tanks depending on spec. Industrial ticket sizes range from RM 10k for small food and beverage deployments to RM 150k for hospital or large condominium systems, while household filters start at RM 200 for faucet units up to RM 2,500 for full undersink UF systems.

The company serves factories, hospitals, condominiums, hotels, shopping malls, offices, JMB management firms, agricultural operators, and landed residential properties. Its reference base includes KL118 (PNB 118), Tun Razak Exchange, Four Seasons Hotel & Residence KLCC, and Banyan Tree Signature Residence. Certifications include DOSH Factory Registration (JKJ-17 Ref. SL/11/00/11089), JKKp Hydrostatic Test, ASME Section VIII Div 1 (2010), and NSF61/NSF419 for Scinor UF products. The company leverages exclusive Malaysian distribution rights with Scinor, Aqualight, Mitsubishi Cleansui, and JK-Matic to assemble multi-vendor integrated solutions rather than competing on a single proprietary technology.

PureGen's revenue mechanics blend hardware sales (industrial and household filtration, pumps), installation and maintenance services, and a 2023-launched Rent-2-Own Programme offering 36-month, 0% interest leases with end-of-term ownership transfer. Go-to-market is direct: free consultation via website forms, WhatsApp, or phone, followed by site assessment, custom quotation, and in-house installation. The company is founder/owner-operated, with no disclosed venture or private equity backing in the available sources, and is actively operating with no publicly disclosed financials.

Name

PureGen Water

Legal name

PureGen Water Sdn Bhd

Website

https://puregen.com.my

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

PureGen Water Sdn Bhd is a Malaysia-based industrial and household water filtration engineering company (founded 2004, Puchong) that designs, distributes, and services deep bed filtration, UF membrane, UV disinfection, and water pumping systems for factories, hospitals, condominiums, hotels, offices, and residential customers nationwide.

Ownership category

akta.pro rank

Product category

Water Filtration Systems

NAICS

Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914), Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

akta.pro primary industry

Water Filtration, Treatment & Softening Plumbing Products (IMADALAK)

akta.pro secondary industries

Water Softener, Filtration & Treatment System Installation (HSAOAAAH), Under-Sink Water Filtration Systems (CRAJAJAD)

Keywords

• Industrial water filtration
• Household water filters
• Water booster pumps
• Ultraviolet disinfection systems
• Rent-to-own water systems

Headquarters

HQ city

Puchong

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Filtration System Sales: Sale of industrial and household water filtration systems including deep bed filters, UF membrane systems, UV disinfection units, and FRP tanks. Systems are customized and quoted based on customer requirements.
2. Water Pump Sales: Sale of water booster pumps for residential and commercial properties. PGH series pumps with various specifications for increasing water pressure.
3. Installation and Maintenance Services: Professional installation services, filter maintenance, tank cleaning, media replacement, and filter replacement services for industrial and household water systems.
4. Rent-to-Own Programme: 36-month rental programme for industrial water filtration systems with 0% interest. Ownership transfers to customer after final payment. No upfront capital required. Includes installation.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

PureGen Water designs, customizes, supplies, and installs industrial and household water filtration and treatment systems in Malaysia. Its portfolio spans deep bed filtration systems, Scinor ultrafiltration (UF) membrane systems, AquaLight UV disinfection units, JKMatic disc filters, FRP water tanks, household outdoor/indoor filters, and PGH water booster pumps. The company complements hardware sales with professional installation, filter/tank maintenance, and a 36-month, 0% interest Rent-to-Own Programme targeted at industrial buyers.

Product overview

PureGen Water is a Malaysia-based provider of industrial and household water filtration systems. The product portfolio includes outdoor sand filters (Water Guard Sand Filter in standard and stainless steel variants), ultrafiltration systems (Super UF 2500SL and Scinor membrane systems), industrial deep bed filtration systems, ultraviolet disinfection systems (Aqualight), disc filters (JKMatic), FRP water tanks, household water booster pumps (PGH series), and distributed indoor filters (Cleansui). The company also offers a Rent-2-Own Programme for industrial systems and maintenance services including filter maintenance, tank cleaning, media replacement, and installation. Products serve residential homes, offices, condominiums, hospitals, factories, and agricultural operations throughout Malaysia.

Differentiator

Problem solved

Functional benefit

Brands

• Microcite: Special media composition designed by PureGen engineers for effective backwash and filtration, consuming less water during backwashing while providing high performance in agglomerating fine impurities.
• PGH Series

Products and services

• PureGen Water Guard Sand Filter Outdoor water filter using PureGen Microcite media with filtration down to 10 microns, no cartridge replacement, large capacity, and smooth flow for landed residential properties and small commercial sites.
• PureGen Water Guard Sand Filter (Stainless Steel) Stainless steel outdoor water filter with 6 layers of filtration media (Anthracite, Zeolite, Fine Sand, Silica Sand, Coarse Sand, Quartz Stone) and PureGen Microcite media for enhanced filtration performance in residential and light commercial use.
• PureGen Super Ultra Filter (UF) 2500SL Outdoor ultrafiltration water filter using hollow fiber membrane technology to remove bacteria, viruses, mud, and impurities down to 0.01 microns, with 2,500 liters/hour flowrate, automatic flushing, and stainless steel housing for residential and small commercial use.
• PureGen Deep Bed Filtration System Industrial-grade depth filtration system with 6 layers of filtration media (Anthracite, Zeolite, Fine Sand, Silica Sand, Coarse Sand, Quartz Stone) filtering suspended solids up to 10 microns, built with food-grade Stainless Steel 304, certified to ASME Section VIII Div 1, and JKKp/DOSH compliant for factories, hospitals, condominiums, hotels, and commercial developments.
• AquaLight Ultraviolet Disinfection Filter UV-C (253.7nm) ultraviolet water disinfection system that rapidly destroys bacteria, viruses, mold, and algae without adding heat, chemicals, taste, or odor for industrial and commercial water treatment applications.
• JKMatic Disc Filter Fully automatic disc filter with patented Vortex Technology, air relief valve, and diaphragm valve design delivering 40% water saving and 20% energy saving, manufactured from technopolymer with no metal parts for rust- and corrosion-free industrial and agricultural filtration.
• Scinor Ultrafiltration Membrane System Industrial ultrafiltration membrane system using Thermally Induced Phase Separation (TIPS) technology with PVDF hollow-fiber outside-in membrane (Solvay, France), offering superior strength, chemical resistance, uniform pore size, NSF61 and NSF419 drinking-water certification, and customizable configurations for 1–4+ membranes per unit.
• Industrial FRP Water Tank Fibre Reinforced Plastic (FRP) water tank available in various sizes for industrial applications including hotels, schools, and condominiums, used as a component in deep bed filtration systems.
• PGH Home Water Booster Pump Stainless steel water booster pump with a 4-stage centrifugal impeller design, max flow of 120 liters/min, max head of 40m, auto start-stop pressure controller, and free installation in the Klang Valley area for residential and small commercial properties.
• Cleansui ET101 Table Top Water Filter (Z9) Super high-grade indoor table-top water filter using Mitsubishi Cleansui's patented hollow-fiber membrane (manufactured in Japan) to remove particles down to 0.1 microns, with up to 8,000 liters or 12 months replacement life and easy cartridge change mechanism.
• Installation and Maintenance Services Professional installation, filter maintenance, tank cleaning, media replacement, and filter replacement services for industrial and household water filtration systems delivered by PureGen's own technical team across Malaysia.

Quantifiable outcome

• 400% finer filtration with Microcite™ media compared to standard media
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ScinorcoreTechnology or IntegrationOfficial partner and distributor of Scinor ultrafiltration membrane systems in Malaysia. Scinor is a leader in low-pressure hollow fiber membranes using patented TIPS (Thermally Induced Phase Separation) technology. PureGen provides customizations and installations for Scinor products.
• AqualightcoreTechnology or IntegrationDistributor of Aqualight Ultraviolet Disinfection Systems. UV-C ray (253.7nm) water disinfection technology for rapid water treatment without chemicals.
• Aqualight UV Disinfection SystemcoreTechnology or IntegrationAqualight Ultraviolet Disinfection System distributed by PureGen. Rapid method of water disinfection without heat or chemicals, effectively destroying bacteria, viruses, mold & algae.
• Mitsubishi CleansuicoreTechnology or IntegrationPureGen is the distributor for Cleansui products in Malaysia. Cleansui ET101 (Z9) is a Super High-Grade Indoor Water Filter using patented hollow-fiber membrane technology manufactured in Japan.
• Franklin ElectricminorChannel Partner/ Reseller/ DistributorWorldwide partnership for water pump technologies and solutions.
• JK-MaticcoreTechnology or IntegrationJK-Matic revolutionized disc filters in 1994. PureGen distributes JKMatic Disc Filters featuring patented air relief valve and diaphragm valve design with Vortex Technology for high-efficiency filtration and backwash.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ranhill Utilities Berhad: Ranhill is one of Malaysia's largest water utilities, operating water treatment and distribution in Johor and Sabah. While a utility rather than an equipment vendor, it is a comparable Malaysian water-services incumbent serving industrial and municipal customers.
• Veolia Water Technologies: Veolia is a global water and wastewater treatment major with industrial and municipal system offerings. It is comparable to PureGen as a broad incumbent targeting industrial water treatment projects in Malaysia and the wider region.
• Xylem Inc. Xylem is a global water technology company with strengths in pumps, filtration, and treatment. It overlaps with PureGen's pump distribution (Franklin Electric partner) and industrial water treatment business in the Malaysian market.
• Pentair plc: Pentair is a global water treatment and filtration company with broad residential, commercial, and industrial product lines. It competes with PureGen in industrial and commercial filtration and has an active presence across Southeast Asia.
• Hyflux Ltd: Hyflux is a Singapore-based water treatment and membrane company with industrial and municipal projects across Southeast Asia. It is comparable to PureGen as a regional player operating in adjacent geographies with overlapping UF membrane and industrial water capabilities.

Direct peers

• Amway Malaysia: Amway Malaysia sells eSpring and Home water treatment systems through a direct-selling model. It overlaps with PureGen's household filtration offering and competes for the same residential customer base in Malaysia.
• Salcon Engineering Berhad: Salcon is a Malaysian-listed water and wastewater engineering company providing treatment plant design, build, and operation. It is comparable as a fellow Malaysian-headquartered water treatment provider targeting industrial and municipal clients.
• Davey Water Products: Davey is an Australia-based water treatment and pump specialist with distribution across Asia-Pacific. It competes with PureGen in residential and commercial filtration and pumping, particularly through dealer and distributor channels.
• Cuckoo Malaysia: Cuckoo International (Malaysian operations) sells household water purifiers and home appliances via a similar direct-sales model. It competes with PureGen's household UF and Cleansui-distributed under-sink products, particularly in landed and condominium segments.
• Coway Malaysia: Coway Malaysia is the market-leading direct-sales household water purifier and bidet company. It directly competes with PureGen's residential segment on point-of-use filtration, although its model is rental subscription rather than outright sale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/puregen
• LinkedInlinkedin.com/company/puregen-water-sdn-bhd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 PureGen Water