Pune: The Water Purifier Market in India has witnessed a 32% surge during the monsoon season, driven by rising health awareness and concerns about waterborne diseases.
According to Croma-Infiniti Retail Ltd., nearly 35% of annual water purifier purchases are made during monsoons, when consumer focus on safe drinking water reaches its peak.
The first quarter of FY25 recorded double-digit growth in water purifier sales, with demand linked to increased risks of cholera, typhoid, and hepatitis A during the rainy season.
Croma’s research reveals that North India accounts for the largest share of RO purchases (31%), followed by South (30%), West (25%), and East (15%).
Technology preferences show RO technology dominating the Water Purifier Market, contributing nearly 90% of electric purifier sales, while UV models hold the remaining share.
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Black remains the top colour choice, comprising 62% of RO units and 53% of UV units sold, followed by white at around 30%. Feature adoption trends highlight that over 50% of units include UF and UV filtration, 15% feature alkaline technology, and 8% incorporate copper technology. Premium models above ₹15,000 are increasingly preferred for their mineral-adding functionalities.
Croma’s Performance in the Water Purifier Market
Croma reported strong momentum in the April–June 2025 quarter, registering an 11% rise in volume and 12% in value compared to last year. Sales have consistently accelerated each month: April volumes grew by 8%, May by 12%, and June by 13%.
Maharashtra remains Croma’s largest water purifier market with 25% of sales, followed by Karnataka (15%), Gujarat (12%), Telangana (8%), and Uttar Pradesh and Delhi at 6% each. Tier-1 cities, especially Pune and Mumbai, continue to drive demand, with premium outlets seeing particularly strong performance.
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Under-the-Counter Purifiers and Warranty Uptake on the Rise
One of the fastest-growing categories in the Water Purifier Market is under-the-counter (UTC) purifiers, which saw 30% year-on-year growth. These discreet installations appeal to modern kitchens, although traditional water purifiers still dominate with 95% share.
Extended warranty plans are also gaining traction, with average adoption rates of 10% annually, rising to 13.4% during the FY25 monsoon season. Projections indicate 12.3% uptake in FY26.
Croma’s Growth Outlook for FY26
Commenting on the outlook, a Croma spokesperson said: “As the rains highlight the importance of water safety, families are seeking trusted solutions. Our experts guide customers through filtration options, space-saving designs, and premium features. We’re proud to be the partner families rely on during such critical seasons.”
The spokesperson added that while the overall industry is expected to grow at 17–18% CAGR, Croma has set an ambitious target of 20–22% CAGR in its water purifier business for FY26. This growth will be supported by expansion into tier-2 and tier-3 cities, continued innovation, and strategic retail collaborations.
