Kent Ro Systems, manufacturers of water purifiers is operating with a goal of achieving Rs 1,000 crore revenues by the fiscal year 2016 to 2017. The firm is aiming so as there is a rising demand for its offerings in the non-metro cities inIndiaand it has a larger product portfolio.
Regarding this goal, Mahesh Gupta, the Chairman of Kent RO Systems stated that the firm achieved Rs 580 crore in the last year and it is expected to round off around Rs 700 crore this year. Eventually, the manufacturer is aiming to made revenues around Rs 850 to Rs 900 crore in the next fiscal and Rs 1,000 crore in the fiscal year ending with March 2017.
He further stated that the water purifier manufacturing firm is continuing to grow by 25 percent almost every year, but this year the growth appears to be a bit sluggish and hence, it is expecting to achieve only 20 percent growth.
Kent RO set up a RO membrane unit at the already existing Roorkee plant and is now producing most of their parts over here. The firm is also setting up another plant in Noida and it is claimed by the executive that this new plant will be operational from 2017. Previously, the firm was importing components fromUSA. Usually, RO membranes play a significant role in filtering impurities in water purifier units.
Besides this, the water purifier manufacturing firm is also planning to extend its product portfolio with new offerings such as air purifiers and it also launched a new model in this segment. He added that within a couple of years they will be adding more such offerings to their portfolio.
The firm is also in plans to expand its base in Middle East, while it already exports its offerings to Nepal,Sri Lanka and Bangladesh. As of now, Kent RO exports 5 percent of its production and it is in an aim to export 10 percent in two years.
The manufacturer spend over 10 to 12 percent of its revenues on marketing and branding activities that include awareness campaigns for safe drinking water and ATL and BTL activities as well.
WhileKentis one of the dominant water purifier manufacturers in the country, there are other competitors including Eureka Forbes, Whirlpool and HUL and the overall RO based water purifier market in the country is estimated at Rs 2,000 crore.
