Thursday, June 21, 2018

Blue Star expands range of water purifiers


PUNE: Blue Star Ltd has announced the launch of a stylish and differentiated range of residential water purifiers across various price points with RO, UV, RO+UV and RO+UV+UF technologies. These include models with an innovative and unique Immuno Boost Technology which provides alkaline antioxidant water that strengthens the defence mechanism of the human body and helps the body to stay healthy and function perfectly.

Speaking to the reporters, B Thiagarajan, Joint Managing Director, Blue Star Limited adds, “Since its entry into the residential water purifier business, Blue Star has made good progress in this segment with its wide range of offerings across various price points. The Company is committed to make significant investments and wants this business to set a benchmark in terms of the quality of products as well as customer service. The ranges of products launched as well with our premium brand personality and have met with a very encouraging response with sales of over 50,000 units. The Company plans to consolidate its presence in this segment with its enhanced range of products and deeper distribution reach in FY19 and is targeting to reach a market share of around 10% in about 3 years.”

The purified water with Immuno Boost Technology is abundant in alkaline minerals and hydrogen which help balance the metabolism. It can help in boosting one’s immunity and keeping away from diseases by nourishing the body with clean, wholesome ingredients adding essential minerals, raising the pH and making the water antioxidant.

Blue Star, which completes 75 years of its existence this year, entered into the residential water purifier business in October 2016. The company forayed into the residential water purifier business with the conviction that it would make deep inroads into this business leveraging the trust that it has built over the years.

Blue Star has launched a range of 35 models including colour variants in the electric devices category, with select models offering Immuno Boost technology. The range comprises nine series called Stella, Prisma, Edge, Imperia, Eleanor, Majesto, Genia, Aristo and Pristina, with price points varying from Rs 10,900 to Rs 44,900 in the RO and its variants range; and price points from Rs 7,900 to Rs 8,900 in the UV range. When the Company forayed into the business, it was with 13 models in limited price bands.

The Company has now extended the range in order to have products across various price points. Most of the models offer double stage RO+UV protection such that the entire water passes through the RO membrane first and then the UV lamp thereby ensuring that the water is absolutely safe and pure. These purifiers are highly differentiated and offer attractive features such as hot and cold water, touch sensors, electronic dispensing, speech assist, taste enhancer, filter change alerts, aqua taste booster, super efficient RO membrane, child lock function and aqua mineral infuser, amongst several others.


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