Livpure is expecting its Allura purifier range to contribute nearly 50 per cent of its revenue over the next 10 to 12 months, Rakesh Kaul, Managing Director, Livpure told BW Retail World.
The company recently introduced its new water purifier called ‘Allura range’, addressing the common challenges faced by households in maintaining water purifiers, Livpure’s Allura range offers a revolutionary solution with 30 months of free maintenance, eliminating the hassle and recurring costs that could cost up to Rs. 5000 annually.
“We launched this because you see the water penetration across India is 7 per cent, which means 93 per cent of the families still don’t have an electrical water purifier source,” he said.
According to Kaul, the launch of the Allura series aims to alleviate the burden of annual maintenance costs for consumers. By offering two and a half years of free service, including membrane and filter replacements, Livpure seeks to disrupt the market.
He emphasises that prioritising consumer experience over immediate profitability is essential for long-term success. He believes that by investing in consumer satisfaction, Livpure will ultimately achieve favorable business outcomes and generate significant returns in the future.
Furthermore, Kaul attributes Livpure’s confidence in achieving growth targets to several factors.
“In the first three quarters, we have grown by approximately 65 per cent over last year. There have been a lot of electrical appliances that have shown good growth this year but we have bucked the industry and we have made a gallon growth primarily on the account of gaining maximum shares,” he highlighted.
The company has also significantly gained shares in the general trade stores and modern trade outlets as well. Besides that, they had a “fabulous” launch of kitchen appliances in a very short period, it moved into the top 3 within 3-4 months of being launched on Flipkart, Kaul highlighted.
“We have provided 3500 consumers so far, which has given us huge growth. We have grown in this business of water assistance by over 90 per cent and we have almost 70 per cent market share in this category as well,” he claimed.
The growth predominantly leads to its innovative product offering and curated business channels focused on ecommerce and general trade.
“Also disrupting the market through our innovative business models. I think that where we stand is different from our competition,” Kaul stated.
Furthermore, the company will be opening 25-30 exclusive stores mainly in urban centres next year, from April onwards.
“We have identified- Bangalore, Hyderabad, Delhi, Jaipur, Chandigarh and Kolkata as some of the key cities where we will launch our first of the 25-30 kitchen galleries. So, these will be Livpure galleries and the dominance will be of kitchen appliances, air coolers and water purifiers at our exclusive stores,” he said.
