Livpure's Rakesh Kaul on water-as-a-service, digital, and bolstering marketing efforts by 70%

In the rapidly evolving water purification sector in India, subscription-based models have emerged as a groundbreaking shift, with companies like Livpure leading a transformative wave. This new business model aligns with changing consumer lifestyles, promising a significant surge in growth projections. Livpure's ambitious approach has seen a remarkable acceleration in customer acquisition, projecting a customer base expansion from 1.5 million over 11 years to an additional 1.5 million within the next two years. This optimistic forecast is supported by a report from Blueweave Consulting, which anticipates the Indian water purifier market to expand at a CAGR of 17.35%, reaching a valuation of $3,731.63 million by 2029.

Amidst this backdrop of growth, Livpure is not only innovating within its product line but also strategically expanding into new categories and regions across India. Having already secured a partnership with Inflame Appliances to conquer the southern markets, the company is now is eyeing the Eastern territories with plans to bolster its marketing efforts by 70% in FY25.

Campaign India spoke to Rakesh Kaul, managing director, Livpure (SAR Group) on the brand’s aggressive expansion plans and the key trends in sight. Kaul is completing one year at Livpure in April after making the switch from Hindware home Innovation Ltd as CEO and Whole Time director. With a nearly three-decade career in strategic planning, category management, alliances, distribution and managing profit centres and organisations, Kaul has previously held key positions at Karbonn Mobile, Reliance Retail, Times Group and Onida.

In this exclusive conversation, Kaul shares his thoughts on why seamless connectivity is crucial for the modern-day consumers, omni-channel is the answer to the dynamic market demand, and as well as why the subscription economy is here to stay.