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Eureka Forbes Aims To Double Group Revenue By 2019

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India’s pioneer direct sales company Eureka Forbes aims to double its group revenue by 2019 from the current Rs 3,200 crore (approx $487 million) with a major shift in strategy from a purely direct sales company to an omni-channel business.

“By 2019, we are looking at doubling our group revenues with a shift in strategy to focus on omni-channel,” Senior General Manager (Marketing) Eureka Forbes Shashank Sinha told PTI. “In the last fiscal, our market share was 58 per cent and we aim to increase this to 67 per cent by the end of this fiscal buoyed by retail store sales”, he said.

He pointed out that sales of their water purifier Aquaguard had “quadrupled” since March with its introduction in retail outlets. Besides direct sales, the company is also using e-commerce, tele-booking

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India’s Eureka Forbes Switches from Direct Selling to Retail

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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

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