The overall bottled water industry in India is expected to reach USD 2,980 million by 2018. The global bottled water market has seen an overwhelming increase of 40-45 percent in the last five years. The domestic market is segmented into three kinds of players, namely the national brands with a presence all over India, local brands manufactured by registered plants and unorganised local brands. The entry of new competitors at regular intervals has expanded the horizon of bottled water to include packaged drinking water, bottled mineral water, natural spring water and fortified water.
The inconsistent and poor quality of water supplied by civic authorities has given the water purifier market a huge opportunity for constant growth. It is expected to reach USD 2,134 million by 2018. The water purifier segment in India is growing at a compounded annual growth rate (CAGR) of about 26 percent, largely driven by rising sales of low-cost variants generated by extreme shortage of drinking-water and diminishing water table. This has created a huge gap in the demand-supply of clean water, endangering normal life