Market with the Water Digest Award as the Best solution providers

There was a time when water was actually two Complete Water Solution Provider whilst its than as
parts hydrogen and one part oxygen - give or latest offering the Aquaguard Total Sensa was salespersons –
take a few minerals and trace elements. Not any given a citation for the Golden Peacock as friends who
more. Water, once the purest of nature's Innovative Product/Service 2008 . came to the
bounties is now a deadly cocktail of industrial The brand has also been selected as an Asian house and
waste, pesticides, heavy metals, dissolved solids Platinum Brand three times running by a demonstrated
and disease-causing microbiological matter. Reader's Digest multi-country study. It has also the
Exactly when it happened is a matter of been endorsed by customers in India, for the indispensability of
conjecture but contamination became seriously third time in a row, as their brand of choice. water purifiers.
apparent when ground water began to replace Aquaguard has even These 'Eurochamps', as
surface water in taps at home. received over they were called, initially
The realisation that more than 80% of the a hundred targeted the metros but soon covered smaller
diseases in India are water-related made people certifications cities and towns as well. These dynamic people
conscious of its quality. However, for most by water succeeded in changing customer perceptions
Indians the accepted way to purify water was laboratories all and developed the market. Since then, they have
to boil it. over the world. evolved into water specialists who visit
The launch of Aquaguard water purifiers in While these customers in their homes, analyse the input
1984 demonstrated the inadequacy of this awards dealt water and recommend solutions that would
method and woke people to the hazards this with the quality best work for them.
posed. Today, a water purification system is an of the product, Today, Aquaguard has transformed itself into a
essential part of modern living. The size of the the quality of company offering a comprehensive range of
water purification market in India Aquaguard technologies to address the needs emanating
is about Rs. 12,190.30 crore customer care from different water qualities and purification
(US$ 2.50 billion) in the was recognised when conditions. Currently, Aquaguard has a 6000
organised sector. it won the Avaya- strong sales force supported by 5800 service
Aquaguard controls Economic Times technicians and 1075 service centres
more than 62% of Customer Responsiveness across India.
this (Source: Award. Its service
internal estimates). network – Eurosmile – is Product
However, the truth one of the most widely Sitting perched in a kitchen, Aquaguard is not
is that despite connected in the country. just a pretty face. At its heart is a tough, no-
strenuous effort But perhaps, the most nonsense machine.
and increased powerful endorsement Each Aquaguard model is loaded with new-
competition, no more for Aquaguard has come age technologies specifically designed and
than 6% or 7% of Indian from the Indian Medical engineered to effectively eliminate contaminants,
families currently use Association (IMA) which irrespective of the source and quality of water
electrically-operated water has singularly recognised as well as the availability of electricity.
purifiers. Clearly, the potential for growth is this significant brand. The Aquaguard Total Sensa, is the world's first
immense and beckons those willing to exert intelligent water purification system. It is also
themselves. History universal in that it works with any type of input
Aquaguard was launched water-bore well, municipal, tanker or mixed -
Achievements in India in 1984. In and can purify it. Equipped with Aquaguard's
25 years ago no one had heard of water those days water patented Blu-G technology it intelligently senses
purification. Today, one name has become almost purification was a new the total dissolved solids (TDS) of the input
generic to the category. This extraordinary concept, completely water and auto selects the purification method
accomplishment is the result of Aquaguard 's misunderstood by most suitable for it.
single-handedly spearheading the evolution of a consumers for what it The model is equipped with several
market, most had predicted simply didn't exist. could deliver. The brand, innovative features and is a notch above the
To make a dent in this typical situation required therefore, had the difficult reverse osmosis (RO) platform which is
Aquaguard to put the rules of marketing on task of breaking designed to reduce mineral and salt levels. Since
their head and unroll a strategy that would resistance while the system cannot differentiate, it reduces
become an international case study. simultaneously creating minerals and salts even in water which already
At the moment, more than 40 million people awareness for itself. For has lowered levels. This reduction actually tends
in 600 cities across India rely on Aquaguard to this they took the road to eliminate the nutrient value of water. Mineral
keep their families protected from water-borne less travelled. 280, a feature of Aquaguard Total Sensa, on the
diseases. Since seeing is the first other hand is programmed to maintain a healthy
Recognition was quick to come. step to believing, the balance of the natural minerals present in water.
UNESCO presented Aquaguard company adopted the The setting has been arrived at on the
direct selling recommendations of various water authorities
method to across the world as also after analysing the
demonstrate mineral levels present in various packaged,
product premium international mineral water brands.
benefits. Another feature is the unique nano-silver
Aquaguard release technology called Argentum Nano Fresh
salespersons which ensures that the water stored inside tanks
were stays pure, fresh and safe.
positioned Prevention is always better than cure and the
more as Aquaguard Integra HiLife – its high-end model –

16 SUPERBRANDS

is the ultimate panacea that Dehradun, with an installed
provides multiple health benefits capacity of 1.2 million
through its magnetised water. units per year, is the
Magnetised water is said to company's tribute to
have a therapeutic effect on its protection. This
the digestive, nervous and huge factory,
urinary systems, apart from designed in
regulating heart functions accordance with the
reducing blood pressure and LEED (Leadership in
clearing clogged arteries. It Energy and Environmental
alleviates arthritis pain, kidney and Design) standard – the
bladder problems, gout and obesity, menstrual international environment audit
and menopause discomfort, sore throats and foundation – runs on green power, harnessing
fevers. It aids recovery from strokes, promotes solar energy and using harvested rain water for
the healing of wounds and burns, retards its operations. The plant is the world's largest
premature aging, controls bacteria and point of use (POU) water purifier
stimulates brain function. Aquaguard Integra facility.
HiLife has multi-water purification technologies
and customisable purification options – reverse Promotion
osmosis or ultra filtration/nano filtration and Health is wealth is the advertising
comes additionally with an optional iron/arsenic message that resonated with
remover. The ultra violet purification just before mothers across the country when
dispensation builds in additional safety. the product was first launched.
The initial communication had
Recent Developments one primary objective: to
While water purification is its main line of introduce Eurochamps to its
business, Aquaguard has never forgotten target audience – the homemaker
that it has an unwritten commitment to the – and persuade them to accept
environment. Its newest production facility at the concept of direct selling.
As the
concept
took root,
Aquaguard
shifted gear
and began
the more
difficult
task of propagating the
importance of drinking
water in improving the
quality of life. Its
'Celebrate Water' strategy
won the brand many
friends and laid the
foundation for the
Aquaguard of today.
The brand strives to
constantly develop new,
improved technologies
and solutions in the
sphere of water
purification, enhancing the
quality of ground water
and reducing the impact
of industrialisation on the
environment. The company
realises that the task is a
mammoth one. While
it can generate the
resources to develop the
technologies to reduce
harmful contaminants
it would do well to
collaborate with the
academia, industry experts, technology
specialists and the government.
The 'Say No to Lead' campaign has been
extensively released in mass media and has
been supported by an educational booklet
highlighting the dangers of lead in water. It also
provides handy tips on how to safeguard the
family, especially children who are most
vulnerable from its ill effects.
Brand Values
A dripping faucet will only waste water but a
water filter on the blink can be a serious health
hazard and risk to a family. Aquaguard
understands the critical role it discharges and,
therefore, takes its customer care responsibility
very seriously. Indeed, it has stood the entire
concept of
customer care
upside down
by stressing
that customer
care cannot
be lip service;
it must begin
with a sale
not, as often
happens, end
with it. The
adherence to
this philosophy
distinguishes
Aquaguard
from most
other
consumer durable
companies and
establishes relationships
that stand the test
of time.
But customer care
forms the far end of the
brand-consumer rainbow.
On the nearer side is
product excellence and
development. It is here
that Aquaguard is
constantly striving to
improve quality and
working on enhanced
features it must deliver
on. This has resulted in
the company having on
offer the widest range of water treatment
products in the country – making it a one-stop
shop for every conceivable need.
In short, Aquaguard is about hope and trust.
Hope that a customer can find a product that
fulfils a requirement; trust that it can be found
only in Aquaguard.
www.eurekaforbes.com
Things you didn’t know about
Aquaguard
Over 71 million litres of Aquaguard water is
consumed daily
Aquaguard is one of the largest selling water
purifiers across the globe
Aquaguard is the only brand of water purifiers
working hand-in-hand with the government and
other reputed laboratories to ensure a lead-
and pesticide-safe world
Hundreds of thousands of children have
pledged to save the environment on the back
of a unique programme funded by Aquaguard
called ‘You Can Make A Difference’
SUPERBRANDS 17