New Delhi May 2

Philips Electronics India Ltd on Wednesday marked its foray into the Rs 450-crore domestic water purifier appliances market, with the launch of its `Intelligent Water Purifier'.

"This is the first global launch of our water purifying products. We are anticipating to become the top two players in this segment in India by 2010," said Mr K. Ramachandran, CEO, Philips India Subcontinent. The company is also looking at developing similar low-cost purifiers for rural households in the country, he added. The product has been priced at a range between Rs 8,500 and Rs 12,500.

On Philips India's overall business in the country, which includes consumer electronics lighting and medical equipment, Mr Ramachandran said that the company anticipates the business to grow at 17-18 per cent over the next three years. "India business contributes about two per cent to Philips' global business. We expect it to grow at 17-18 per cent over the next three years." While Philips plans to sell its water purifying systems through various retail outlets, it is also in discussions with real-estate developers to install the product in various apartments. The product will be made available across 90 cities in the country by the end of September.

The new water purifying systems that have features such as battery back-up for 20 litres in case of power failures will also be supported by after sales services.

While the product has a life of around seven to 10 years, the filter will have a life of around 3,000 litres. The company will retail new filters that are self-changeable at Rs 450.

Taken from Business Line

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