Thirty-three years after stepping into the market with a door-to-door, direct sales business model, the water purifier brand Aquaguard will now shed it’s business model for a presence in brick and mortar stores.
The move is significant since the Shapoor-Pallonji-Group-owned Eureka Forbes had avoided taking Aquaguard, its flagship water purifier, into retail stores in the past, launching a value-for-money product called AquaSure instead, for retail stores.
In the new scheme of things, Aquaguard will be available in modern trade and upscale general retail outlets, while AquaSure will target mom-pop stores. Aquaguard will be priced between Rs 8,990 and Rs 22,990, while AquaSure will be available between Rs 6,490 and Rs 20,990.
Eureka Forbes has also just launched a new premium water purifier called Dr Aquaguard that will provide customised water solutions based on consumer needs. This will be pushed through direct sales only, says