New residential water purifiers by Blue Star

BLUE Star Limited has announced the launch of a stylish and differentiated range of residential water purifiers across various price points with RO, UV, RO+UV and RO+UV+UF technologies.

These include models with an innovative and unique Immuno Boost Technology which provides alkaline antioxidant water that strengthens the defense mechanism of the human body and helps the body to stay healthy and function perfectly. The purified water with Immuno Boost Technology is abundant in alkaline minerals and hydrogen which help balance the metabolism. It can help in boosting one’s immunity and keeping away from diseases by nourishing the body with clean, wholesome ingredients adding essential minerals, raising the pH and making the water antioxidant.

Blue Star, which completes 75 years of its existence this year, entered into the residential water purifier business in October 2016. Given its long association with water due to its offerings comprising water coolers and bottled water dispensers coupled with the fact that it is perceived as an aspirational and modern brand, the Company forayed into the residential water purifier business with the conviction that it would make deep inroads into this business by leveraging the trust that it has built over the years. This initiative is a part of the Company’s aggressive growth plans to expand its presence in related new product categories. The Company will gradually enhance its range to cover commercial water purification systems as well.

Industry size

The market for pure drinking water has been on the rise mainly due to deterioration in the quality of water, resulting in a spurt in water-borne diseases. There is an over-dependence on groundwater which has significant levels of dissolved impurities. The residential water purifiers market in the country is pegged at about Rs 4200 crores,

increasing at a CAGR of 15-20%. About 2.6 million units sold every year are electric viz RO, UV, RO+UV and its variants. In terms of value, due to their higher price points, electric purifiers contribute to about 85% of the market whilst the balance comprises gravity-based purifiers.

Line-up of stylish and differentiated products

Blue Star has launched a range of 35 models including colour variants in the electric devices category, with select models offering Immuno Boost technology. The range comprises nine series called Stella, Prisma, Edge, Imperia, Eleanor, Majesto, Genia, Aristo, and Pristina, with price points varying from Rs 10,900 to Rs 44,900 in the RO and its variants range; and price points from Rs 7,900 to Rs 8,900 in the UV range. When the Company forayed into the business, it was with 13 models in limited price bands.

The Company has now extended the range in order to have products across various price points. Most of the models offer double stage RO+UV protection such that the entire water passes through the RO membrane first and then the UV lamp thereby ensuring that the water is absolutely safe and pure. These purifiers are highly differentiated and offer attractive features such as hot and cold water, touch sensors, electronic dispensing, speech assist, taste enhancer, filter change alerts, aqua taste booster, super efficient RO membrane, child lock function and aqua mineral infuser, amongst several others.

The Company is also test marketing a range of commercial water purifiers to cater to the growing demand for purified water in offices, restaurants, clinics, and other commercial establishments.

Immuno Boost Technology

The premium models of Stella, Imperia and Eleanor series offer an innovative Immuno Boost Technology. This technology enhances the pH level of water, giving alkaline water. The body tries to naturally maintain the acid-alkaline balance of the blood. But when the body is overly acidic, the system has to work even harder to maintain that balance and can lead to interference with the activity of all the cells in the body. Alkaline water helps by neutralizing the acid levels of the body.

This technology also helps in reducing the oxidation potential and fights with toxic free radicals. Fruits and vegetables promote healthy immune function as they provide antioxidants that help maintain healthy tissues around the areas of infection and support healing. When free radicals and other damaging molecules are generated in areas of infection and inflammation, enough antioxidants are needed to fight the active oxygen. Immuno Boost Technology has an antioxidant effect by generating active hydrogen through crystalline media to scavenge the free radicals that induce the oxidation process in the body leading to various diseases. This technology slows down or prevents oxidation thereby delaying the aging process and keeps the body healthy with a spark of life.

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