India Water Purifier Market

India Water Purifier Market Size and Share:

The India water purifier market size was valued at USD 3,350.1 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 7,119.1 Million by 2033, exhibiting a CAGR of 8.7% from 2025-2033. The market is sustained by heightening disease awareness of water-borne, degrading quality of water, higher disposable income, and urbanization. Domestic users are fast moving towards use of high technologies, such as RO and UV-based systems for consuming water. Initiative taken by governments toward clean drinking water availability, combined with raising health awareness, additionally supports the demand. Broadening retail outlet exposure and range in different territories further drive expansion, dominating India water purifiers market share.

Major factor fueling the water purifier industry in India is heightened consumer awareness about water-borne illnesses and water quality decline. According to the sources, in February 2025, the Indian Union Budget provided Rs 67,000 crore for the Jal Jeevan Mission, focusing on sustainable water provision, rural sanitation, and waste management, further supporting India's development to "Viksit Bharat." Moreover, as industrial activity, urbanization, and large-scale agricultural activities intensify, sources of water all over the country are getting more and more polluted with heavy metal pollutants, chemical contaminants, and microbial pollutants. Urban water supply infrastructure, particularly in high-density, underserved markets, usually doesn't consistently provide safe drinking water, driving homes to explore substitute purification technology. As health risk awareness around, unfiltered water continues to improve among the population, so will the need for viable, high-performing home-based water filtration products. Customers are taking on a more proactive role to protect their well-being, with water purifiers being considered mandatory appliances instead of optional items. Moreover, this trend is not only happening in urban areas but is fast spreading to tier-two cities and villages, hence widening the base of customers and contributing to gradual India water purifiers market growth.

Another important driving force behind India's water purifier market growth is the supporting role of government policies and regulatory environments aimed at public health and access to clean water. Many national and state-level programs are raising awareness on safe drinking water while fostering the use of water purification solutions within homes, schools, and public institutions. Health and sanitation campaigns have contributed to the spread of information regarding the dangers of using dirty water and the need for preventive measures. In parallel with these campaigns, legislation requiring stricter standards for water quality has generated interest in purification technologies that can deliver higher standards. The government's encouragement of public-private partnerships and infrastructure investments has also assisted the supply and affordability of water purifiers for all income segments. For example, in September 2024, LG Electronics added nine new models to its water purifier range in India, featuring cutting-edge filtration technologies, airtight stainless-steel tanks, and upgraded UV systems for better water quality. Furthermore, these combined initiatives have created a setting in which both consumer desire and institutional support converge, supporting the long-term growth potential of the market in a wide range of geographic and demographic segments.

India Water Purifier Market Trends:

The Increasing Occurrence of Waterborne Illnesses

The growing incidence of water-borne diseases in India has had a profound effect on the demand for water purification products. In 2024, gastroenteritis, diarrhea, and jaundice cases rose significantly, with 3,991 cases and 15 deaths reported, the highest number in four years. The explosive population growth and the varied geographic challenges further complicate the availability of clean potable water. Polluted water sources have also caused outbreaks of severe diseases, such as cholera and typhoid, resulting in major health issues. This has raised the demand for effective water purification systems to guarantee the safety of drinking water. With increased awareness among consumers about the dangers posed by unclean water, there has been a high demand for sophisticated water purifiers that can eliminate harmful contaminants, bacteria, viruses, and other pathogens. Thus, the heightening health awareness and precautionary measures of households have helped fuel the growth of the market, propelling the use of water filtration systems throughout the country.

The Enactment of Beneficial Government Policies

Government policies for providing safe drinking water have been instrumental in influencing the water purification industry in India. The Jal Jeevan Mission, which was initiated in 2019, targeted providing tap water to every rural household by 2024. As of August 2024, 15.07 crore households (77.98%) were connected with tap water, which greatly enhanced rural water access and public health. The focus of the government on water safety has been reiterated by the Swachh Bharat Abhiyan, a cleanliness movement that created awareness on water purity. These efforts not only informed people but also inspired preventive measures for maintaining the quality of drinking water. Further, government initiatives for providing water purification systems in rural and urban India have made safe drinking water accessible to underprivileged communities. Such activities have boosted the status of clean water and spurred consumers towards embracing water purification solutions, thus supporting long-term market expansion.

Increased Consumer Awareness and Demand for Safe Drinking Water

Customer knowledge of the dangers of consuming unclean water has emerged as a key driver for the water purification industry in India. As waterborne illnesses rise and worries about water pollution intensify, more people and households are placing emphasis on the purity of their drinking water. Industry surveys suggest that close to 60% of Indian homes currently employ some kind of water purification system, which shows a change towards health-oriented consumer behavior. This boosting knowledge has led consumers to invest in high-end water purification systems that provide enhanced safety from dangerous impurities, such as bacteria, viruses, and chemicals. With the public highly becoming aware of the need for clean drinking water, the market for high-performance, efficient water purifiers continues to expand. This trend is also reinforced by the growing ubiquity of effective and affordable options for water filtration, which reduces the difficulty faced by households to protect their well-being and health from water-borne diseases.

India Water Purifier Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the India water purifier market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on technology type, distribution channel, and end user.

Analysis by Technology Type:

• Gravity Purifiers 
• RO Purifiers
• UV Purifiers
• Sediment Filter
• Water Softener
• Others

The RO purifiers segment continues to be the top category of India water purifiers market outlook owing to its tried and tested capacity to remove a broad variety of contaminants, such as dissolved salts, heavy metals, and microbial impurities. Broad acceptance among consumers has been accorded to RO systems, particularly where the water supply is typified by high total dissolved solids (TDS) or chemical contaminants. Their technical superiority, such as multi-stage filtration and adaptability to different sources of water, render them appropriate for both urban and semi-urban dwellings. Consumers have preferred RO purifiers over the years because of their high purification rate and long lifespan. With increasing awareness regarding water quality, demand for sophisticated RO purifiers with additional features like UV disinfection, retention of minerals, and smart monitoring has also amplified. The growing middle class and enhanced affordability of such systems further strengthen the uptake of RO technology, affirming its dominance in the Indian water purifier market.

Analysis by Distribution Channel:

• Retail Stores
• Direct Sales
• Online

Retail stores remain a pervasive distribution channel for water purifiers in India due to the strength of personal customer interaction, product demonstrations, and post-sales support. Indian consumers often prefer hands-on product evaluation before making purchase decisions, particularly for appliances that directly affect health and safety. Retail outlets, both organized and unorganized, provide this experiential value, enabling buyers to compare features, understand purification technologies, and receive tailored recommendations. Moreover, trusted neighborhood stores often hold significant influence in smaller towns and semi-urban areas, where digital penetration remains limited. Retailers also function as central facilitators in the installation and maintenance process, providing convenience and assurance to new buyers. The rising number of branded showrooms and multi-brand outlets in Tier 2 and Tier 3 cities indicates the growing presence of retail infrastructure backing purifier sales. These outlets are crucial to market growth by filling the gap between consumers and technology, eventually increasing accessibility and fostering consumer confidence.

Analysis by End User:

• Industrial
• Commercial
• Household

Household constitute a major end-user segment in the India water purifiers market forecast, led by growing health consciousness and changing lifestyles contributing to high adoption. As anxieties for waterborne diseases, heavy metal poisoning, and low quality municipal water intensify, Indian households are paying more to install domestic water purification systems as a minimum requirement. Household demand is also fueled by population dynamics like nuclear family sizes, higher urban migration, and growth in disposable income. Water purifiers are no longer viewed as luxury products; instead, they are seen as necessary household appliances, especially in urban and semi-urban areas. The range of options from entry-level UV and gravity-based to high-end RO systems appeals to various household segments and budgets. Besides, design refinements and slim models have facilitated straightforward integration into contemporary kitchens, a draw for space-frugal urban residents. The continued expansion of homeownership and rental accommodation also supports a steady expansion in domestic installations, further cementing this category's strength in the market.

Regional Analysis:

• North India
• West and Central India
• South India
• East India

Western and Central India are important growth areas in the water purifier industry on account of a combination of environmental, infrastructural, and socio-economic considerations. Governments in these states frequently encounter water scarcity, salinity, and industrial pollution, thus rendering water purification an urgent household need. Consequently, cities like Mumbai, Pune, Ahmedabad, Indore, and Bhopal have demonstrated a high adoption of sophisticated water purification technologies, especially RO and UV systems. High urbanization rates, combined with growing disposable incomes and changing tastes, have propelled greater use of branded and high-tech purifiers in urban areas and nascent semi-urban segments. Furthermore, the network expansion of both retail and services in these pockets has improved availability and after-sales support, making consumers more confident and increasing penetration in the markets. The increase in school awareness campaigns and health-oriented attitudes further supports demand, rendering western and central zones pivotal drivers for the overall growth of India's water purifier market.

Competitive Landscape:

Nowadays, key players in the Indian water purifier market are strategically implementing various measures to bolster their positions and maintain a competitive edge in the industry. They are investing in research and development (R&D) to introduce innovative water purification technologies and product variations including the development of compact, energy-efficient, and technologically advanced purifiers that cater to different consumer preferences and water quality challenges. Moreover, companies are placing a strong emphasis on quality assurance, obtaining certifications from reputable organizations for meeting water quality standards enhances their credibility and assures consumers of the effectiveness of their products representing another major growth-inducing factor. They are establishing a robust distribution network and expanding their presence by partnering with retailers, e-commerce platforms, and local dealers to ensure easy accessibility of their products across both urban and rural areas. Furthermore, companies are consistently investing in research to stay ahead of emerging water quality challenges including anticipating changes in water sources due to environmental factors and adapting their products accordingly.

The report provides a comprehensive analysis of the competitive landscape in the India water purifier market with detailed profiles of all major companies.

Latest News and Developments:

• April 2025: Kent RO Systems launched the KENT Sapphire, an advanced RO water purifier priced at INR 25,000. The purifier featured a multi-stage purification system combining RO, UF, inline UV, alkaline filtration, and TDS control, ensuring safe and mineral-rich drinking water.
• January 2025: Kent RO Systems filed draft papers with SEBI for an initial public offering (IPO). The IPO would reportedly be a pure offer for sale (OFS) of 1 crore equity shares by the company’s promoters. Kent RO manufactures and sells water purifiers, water softeners, and kitchen and home appliances across India.
• November 2024: AO Smith finalized its INR 600 crore acquisition of Hindustan Unilever’s Pureit water purification business, enhancing its product portfolio and distribution channels. The integration aimed to address the low household penetration of water purifiers in India, tapping into a growing demand for safe drinking water post-pandemic.
• September 2024: LG Electronics India expanded its water purifier line-up with nine new models. These purifiers featured an 8-liter stainless steel tank with dual protection seals, a 7-stage filtration system, and a mineral booster that added essential minerals like calcium and magnesium. Additional features included in-tank UV LED sterilization, digital sterilizing care, and barcoded filters for authenticity.
• August 2024: Livpure raised INR 233 crore from M&G Investments and Ncubate Capital Ventures. The funds will reportedly support the company’s category expansion, product development, and tech enhancement.
• July 2024: Eureka Forbes announced plans to expand its distribution network and launch new products as part of a portfolio overhaul. Backed by Advent International, the company said it aims to grow its water purifier market share, targeting small towns, enhancing digital capabilities, and exploring both organic and inorganic growth opportunities.

India Water Purifier Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the India water purifier market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the India water purifier market.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the india water purifier industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.