Pura

Name

Pura

Legal name

AISA IONIC S.A.

Website

https://pura.com.ar

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Water Purification Equipment

akta.pro primary industry

Countertop Water Filtration Systems (CRAJAJAC)

akta.pro secondary industries

Under-Sink Water Filtration Systems (CRAJAJAD), Replacement Filter Cartridges & Consumables (CRAJAJAH), Point-of-Use (POU) Faucet-Mount Water Filters (CRAJAJAA)

Keywords

• Home water purification
• Drinking water filters
• Reverse osmosis systems
• Replacement filter cartridges
• Industrial water treatment

Headquarters

HQ city

Haedo

HQ country

Argentina

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Purifiers and Filters (Hardware Sales): Pura generates the majority of its revenue from the one-time sale of water purifiers and filters (over-countertop, under-sink, portable jugs, bathroom, and industrial models) and their replacement cartridges/nuclei. Each product has a durable hardware body (designed to last 20+ years) and a consumable filter element (replaced every 6–36 months depending on model). This creates a land-and-expand model where initial hardware purchase drives recurring consumable revenue.
2. Subscription Program – Recibe y Ahorra: Pura offers a subscription program called 'Recibe y Ahorra' (Receive and Save) where customers pre-schedule recurring delivery of replacement nuclei, packs, membranes, salts, resins, and consumables at chosen frequencies (monthly to annually). The program generates predictable recurring revenue and reduces churn. Customers authorize recurring charges; Pura handles reminders and shipment.
3. Extended Warranty and Protection – Protege mi PURA: Pura offers optional monthly protection and support plans ('Protege mi PURA') providing extended warranty, priority support, annual water quality reports, discounted technical visits, and accident coverage for PURA products. This adds a recurring service revenue stream on top of hardware sales.
4. Installation and Technical Services: Pura generates revenue from professional installation services for purifiers (under-sink and countertop), water softeners, and reverse osmosis systems, primarily in the AMBA (Greater Buenos Aires) zone. Installation is priced as an add-on service.
5. Business / Industrial Equipment and Solutions: Pura serves commercial and industrial customers (hotels, restaurants, offices, industries, buildings) with higher-capacity filtration equipment, custom maintenance programs, consolidated billing, and water quality reporting under 'Protege Empresas' plans. This segment targets larger customers with higher average order values.
6. International Sales: Pura ships products internationally through DHL courier for customers outside Argentina ('Compra Internacional'), using ANMAT Disp. 4033/2025 for regulatory compliance. This is a separate revenue channel targeting the LATAM diaspora and international customers who want to purchase directly from Argentina.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Pura designs, manufactures, and sells water purification systems for residential and commercial use in Argentina. The core offering comprises long-life countertop and under-sink purifiers, portable jugs, shower filters, reverse osmosis systems, water softeners, and anti-scale units, all powered by 11 proprietary patented filtration technologies built around a rigid activated carbon membrane cartridge combined with KDF-F and bacteriostatic silver. Revenue is sustained by recurring replacement cartridges (sold standalone or via the 'Recibe y Ahorra' subscription), with installation and technical services available in the AMBA region.

Differentiator

Problem solved

Functional benefit

Brands

• PURA Pacífico: Water purifier product line that eliminates chlorine, bad taste and odors, with 40,000L capacity
• PURA Atlántico
• PURA Free
• PURA Bali
• PURA Bells
• PURA Beauty
• PURA Mini
• PURA Antarctic
• PURA Arctic
• bFLOW
• PURA H2O
• PURA AS+

Products and services

• PURA Pacífico Countertop Water Purifier (Sobre Mesada) Over-countertop home water purifier for Argentine households; designed for kitchen use to deliver chlorine-free, better-tasting drinking water for daily hydration, cooking, mate, coffee/tea, and baby formula preparation.
• PURA Atlántico Anti-Arsenic / Heavy-Metal Purifier Anti-metal/arsenic-removal water purifier for residential and rural use in regions where groundwater contains arsenic or heavy metals above safe drinking limits; eliminates chlorine and lead as well.
• Núcleo Pacífico Replacement Cartridge Standalone replacement filter cartridge for the PURA Pacífico countertop purifier; sold separately to support the recurring-consumable model.
• Núcleo Atlántico Replacement Cartridge Standalone replacement filter cartridge for the PURA Atlántico anti-arsenic purifier.
• PURA Bali Portable Jug and Replacement Cartridges Portable countertop jug purifier for households and individuals seeking a no-installation, easy-to-use solution for chlorine-free water; refillable jug format with separate replacement cartridge packs.
• PURA Free Portable Dispenser Portable water purification dispenser for users who need purified water without faucet/plumbing connection.
• PURA Beauty Shower Purifier Bathroom/shower water purifier for residential bathrooms; reduces chlorine and related impurities during bathing to support hair and skin care.
• PURA Mini Faucet Filter Compact faucet-mounted water filter for chlorine removal; entry-point product for residential users.
• PURA Reverse Osmosis Systems (Antártico / Ártico) Under-sink reverse osmosis systems for households requiring the highest purity level (e.g., 145,000L per year, equivalent to 104 twelve-liter bidones avoided per year for a 3-person household).
• Osmosis Inversa Pre-Filter Pack (Pack 1 Clear) Replacement pre-filter pack for Pura reverse osmosis systems; standalone consumable sold separately.
• Ablandador Water Softener (H200/10 and family) Whole-house water softener for residential and light commercial use to prevent limescale (sarro) buildup in pipes, appliances, and water heaters.
• bFLOW Industrial Water Treatment Equipment Industrial water treatment equipment for hotels, restaurants, offices, factories, buildings, and other high-capacity commercial settings.
• Big Stop Industrial Purifier Industrial water purifier for commercial and business customers; sold as part of the Protege Empresas B2B offering.
• Recibe y Ahorra Subscription Program Recurring-delivery subscription for Pura replacement cartridges and consumables; reduces churn and ensures timely filter replacement for end customers.
• Protege mi PURA Protection Plan Monthly subscription protection plan for Pura products; bundles extended warranty, priority support, water quality reporting, and accident coverage for residential and business customers.
• Installation and Technical Services (AMBA) Professional installation and technical service add-on for Pura products, primarily delivered in the AMBA (Greater Buenos Aires) region.

Quantifiable outcome

• 235x reduction in global warming impact vs. bottled water consumption (per INTI 2019 lifecycle analysis)
• +6 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Ten partnerships are on record, tiered core, strategic, major and minor.

• B Lab (USA)coreStrategic or Co-development PartnerPura is a certified B Corporation (Empresa B), meeting the highest standards of social, environmental, and economic performance. The certification requires rigorous impact assessment across workers, customers, community, and environment. Being triple-impact certified is central to Pura's brand identity and value proposition, positioning it as a purpose-driven company that balances profit with positive impact.
• 1% for the PlanetcoreStrategic or Co-development PartnerPura is a member of the 1% for the Planet organization, committing to donate 1% of its annual revenue to environmental organizations focused on climate change solutions and ocean conservation. This partnership reinforces Pura's environmental mission and provides third-party credibility for its sustainability commitments.
• Carbon Neutral+coreStrategic or Co-development PartnerPura partners with Carbon Neutral+ to purchase green energy bonds and operate with 100% certified renewable energy. The partnership uses blockchain technology to guarantee traceability of energy origin. Pura's 2020 operations were certified under the I-REC Standard, powered by wind energy from Brazil's Lagoa do Barro I wind farm, reducing Pura's carbon footprint and generating renewable energy in vulnerable communities.
• INTI (Instituto de Tecnología Industrial)strategicStrategic or Co-development PartnerIn 2019, Pura commissioned and participated in an INTI-conducted lifecycle analysis (ACV – Análisis de Ciclo de Vida) comparing its Pacific water purifier system (40,000L) versus the 2L disposable PET bottle water system. The study concluded that PURA products reduce environmental impact by up to 235x in global warming terms compared to bottled water, providing independent scientific validation of Pura's environmental claims.
• MercadoLibremajorChannel Partner/ Reseller/ DistributorPura is a Mercado Líderes Platinum seller on MercadoLibre, one of Latin America's largest e-commerce platforms. Through this channel, Pura reaches additional customers who prefer marketplace shopping and benefits from MercadoLibre's logistics (Mercado Envíos) and payment infrastructure (Mercado Pago).
• Mercado PagomajorTechnology or IntegrationMercado Pago is the primary payment gateway for Pura's e-commerce operations, enabling credit card installments (up to 18 without interest), debit card payments, and Mercado Crédito. Mercado Pago processes payments and provides the payment infrastructure that enables Pura's installment-based pricing model.
• Ship Now / OCA / Fast Mail (Logistics Partners)majorChannel Partner/ Reseller/ DistributorPura ships products nationally through Ship Now (primary last-mile courier), OCA (postal service for branch pickup), and Fast Mail. These logistics partners enable same-day delivery in CABA/GBA (for orders placed before 1 pm) and 2–5 day delivery in the Greater Buenos Aires area, with 5–10 day delivery to the rest of Argentina.
• DHL (International Courier)minorChannel Partner/ Reseller/ DistributorDHL is the exclusive international courier for Pura's 'Compra Internacional' channel, handling all international shipments to customers outside Argentina. DHL provides tracking and delivery services; Pura hands off products to DHL at its facility and provides the international tracking number to customers.
• Authorized Distributors (Falabella, Garbarino, Tienda Naranja, Frávega)minorChannel Partner/ Reseller/ DistributorPura products are available through third-party authorized distributors including Falabella, Garbarino, Tienda Naranja, and Frávega, extending reach to customers who prefer in-store or multi-category marketplace purchases. These channels offer additional touchpoints beyond Pura's own stores and e-commerce.
• Cooperativa El Galpón (Recycling)minorStrategic or Co-development PartnerPura partners with Cooperativa El Galpón to manage the recycling of its packaging materials and end-of-life products. In 2019, this partnership enabled the separation of 823 kg of waste for recycling. The cooperative handles the later stages of the recycling chain including commercialization and material recovery, generating employment for waste recovery workers.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pentair: Global water treatment and filtration company serving residential and industrial customers across POU and POE. Comparable to Pura on RO membranes, filtration components, and replacement-cartridge consumables, with deeper industrial and channel breadth.
• A.O. Smith: Global water heater and treatment company with a residential water filtration product line. Comparable to Pura on household water treatment hardware and consumables, with materially larger R&D and global distribution resources.
• Culligan: Global water treatment incumbent covering residential, commercial, and industrial filtration, softening, and RO. Comparable to Pura's bFLOW and Protege Empresas B2B motion as well as its softener line, with broader portfolio and global service-network advantage.

Direct peers

• ZeroWater: Consumer water filtration brand selling pitchers and dispensers with proprietary multi-stage filters and replacement cartridges. Directly comparable to Pura's Bali and Pacífico in POU household filtration with a consumable-replacement revenue model.
• PUR: Faucet-mounted and pitcher water filter brand (now part of the Brita/Clorox family). Pura's Mini (faucet-mount) and Bali (jug) product lines directly compete with PUR on form factor and replacement-cartridge economics in the consumer POU segment.
• Clearly Filtered: DTC-focused US water filter brand with proprietary filtration media and a sustainability-forward positioning similar to Pura. Comparable on countertop/under-sink filtration, replacement-cartridge subscription model, and environmental-impact storytelling targeting health-conscious consumers.
• Brita: Global leader in consumer water filtration (pitchers, faucet-mount, replacement cartridges) owned by Clorox. Directly comparable to Pura's Pacífico, Mini, and Bali product lines in POU household water filtration, with a recurring cartridge revenue model and multi-channel retail distribution.
• AquaTru: Countertop reverse osmosis purifier brand targeting health-conscious consumers. Closely comparable to Pura's Antártico/Ártico under-sink RO product line on technology (RO), target buyer, and DTC-driven cartridge-subscription revenue model.

Emerging players

• Soma: Sustainable, design-led water filtration brand (carafe + replacement filters) with a B Corp-adjacent environmental mission. Comparable to Pura on sustainability positioning and countertop/portable form factors, though smaller scale and limited geographic reach.
• iSpring: Direct-to-consumer water filtration brand selling RO and multi-stage under-sink systems plus replacement cartridges. Comparable to Pura's Antártico/Ártico RO lines and Pacífico/Atlántico multi-stage cartridges, with a strong e-commerce-first model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCPiZ2eFquTRwlH80kSmqCew
• Facebookfacebook.com/PURAOficial
• LinkedInlinkedin.com/company/somos-pura
• Instagraminstagram.com/puraoficial

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 Pura