Aquaguard-on-the-Go: Purified Water Anywhere Anytime

What is it about?

Shapoorji Pallonji Group’s Eureka Forbes has reached 15 million customers in 550 cities of India and 35 countries globally (Sharma, 2014). Harvard Business Review has cited Eureka Forbes among six most successful sales and marketing companies in the world (Legal Era, 2012). This home appliances company has expanded its footprint by introducing a mobile water purifier Aquaguard-on-the-Go under the brand Aquaguard. Marzin R. Shroff, Eureka Forbes CEO, has claimed that Aquaguard-on-the-Go is ‘an important milestone in the history of brand Aquaguard which will take their market leadership in India to the next level’ (Business Line, 2014). The company is excited about this product, but the question is how the company should reach target customers of this product in Indian market.

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Why is it important?

Eureka Forbes is known as pioneer for direct sales in Indian market. Its efficient sales team has created a huge customer base in urban and rural parts of India. In order to expand its footprints, Eureka has launched first of its kind portable non-electric water purifier ‘Aquaguard-on-the-Go’ to provide filtered water anywhere and anytime. Marzin R Shroff, CEO of Eureka Forbes is looking optimistic for the success of Aquaguard-on-the-Go. This portable purifier can be considered as a revolution in Indian purification market. However, making this product available to target customer in Indian market will not be a cakewalk.

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