Health concerns and rising urban affluence fuel demand surge; under-the-counter models gain traction as modern households seek space-saving solutions.
Bengaluru, NFAPost: India’s water purifier market is riding a powerful wave this monsoon season, with sales surging by 32% as households place a premium on water safety and health protection. Electronics retailer Croma reports that nearly 35% of annual purifier purchases occur during the monsoon months, a period marked by heightened awareness of waterborne illnesses such as cholera, typhoid, and hepatitis A.
The April–June quarter of FY25 reflected this shift clearly, with Croma clocking 11% growth in volume and 12% in value over the same period last year. Month-on-month sales momentum also picked up: April saw an 8% rise in unit sales, May 12%, and June 13%, with value growth consistently in double digits.
Regional and Consumer Trends
Croma’s market research reveals sharp regional disparities in demand. North India leads in RO purchases (31%), followed closely by the South (30%), West (25%) and East (15%). Within Croma’s own network, Maharashtra dominates with 25% of purifier sales, trailed by Karnataka (15%) and Gujarat (12%). Telangana contributes 8%, while Uttar Pradesh and Delhi each account for 6%.
Technology preferences remain firmly skewed toward RO-based purifiers, which make up nearly 90% of electric units sold, while UV models capture the remainder. Consumers are also showing a willingness to pay for advanced features: more than half of units sold include UF and UV filtration, while 15% feature alkaline purification and 8% deploy copper technology. In the premium segment, mineral-adding functionality is emerging as a sought-after differentiator in models priced above ₹15,000.
Aesthetic choices are also playing an outsized role, with black finishes commanding a 62% share in RO units and 53% in UV units, while white models trail at about 30%.
The Rise of Under-the-Counter Purifiers
An interesting trend shaping the market is the growing popularity of under-the-counter (UTC) purifiers, which fit discreetly beneath kitchen sinks. Croma’s data shows 30% year-on-year growth in UTC installations, largely driven by demand for minimalist kitchen designs and clutter-free countertops. Still, traditional purifiers dominate, with more than 95% of consumers sticking to standard models.
Extended warranty plans are also on the upswing, with adoption averaging 10% annually but spiking to 13.4% during this year’s monsoon season, compared to a projected 12.3% for FY26.
Croma’s Aggressive Bet on Growth
Despite the industry’s projected 17–18% CAGR, Croma has set its sights higher with an ambitious 20–22% CAGRtarget for its water purifier business in FY26. The retailer plans to fuel this expansion by deepening penetration in tier-2 and tier-3 cities, introducing more innovative products, and forging strategic retail partnerships.
“As the rains put the spotlight on water safety, more families are coming to Croma looking for real answers, not just another appliance,” a Croma spokesperson said. “Our experts help customers find what’s genuinely right for their homes — whether advanced filtration or space-saving designs. That trust is what sets us apart.”
The Road Ahead
Urban centres remain the backbone of demand, with Mumbai and Pune leading consumption, but Croma’s push into smaller towns could redefine the market landscape in the coming years. The company’s omnichannel approach, bolstered by its integration with the Tata Neu ecosystem, ensures its products are accessible across both physical retail and digital platforms.
As health consciousness continues to grow and modern consumers seek both safety and style, the water purifier market in India is poised for sustained growth — with the monsoon season acting as its strongest accelerator.
