Battle for water purifier:

The rainy season from June to September in India brings with it a host of water –borne diseases. During these months only, people wake up to the dangers of the deadly water –borne diseases. Thus it is an ideal time for water purifiers to promote their products since they will find maximum takers. This is what has happened with two water purifier companies, Hindustan Unilever and Eureka Forbes, aggressively promoting their products.

First it was Hindustan Unilever’s PureIt coming up with the 1 crore safety challenge. And then Eureka Forbes launching its ‘agar isse advanced purifier mile toh paise wapas”. Let us analyse each challenge individually.

Hindustan Unilever’s PureIt has so many caveats that no one will be able to win the challenge. The challenge consists of proving three things in any other water purifier. First, meet USA’s tough germkill criteria; second, having advanced switch off facility; third, needs no electricity and no running water. These issues are very difficult to prove for any person living in India. Moreover, the challenge is for a period of just one month, till 31^st August only. There isn’t enough time for anyone to prove the claim. Thus it is a very good marketing gimmick where people will believe them for the simple reason that they are comparing themselves to the strict US norms.

Eureka Forbes' challenge about ‘isse advanced’. They have not mentioned about the conditions which make it advanced. At least PureIt has mentioned about the factors.

The claim by PureIt is much more eye catching. ‘Paise wapas’ technique has been used before but ‘one crore’ challenge is a first-timer. This is sure to grab more eye balls than the ‘paise wapas’ challenge.

Ethically speaking, both challenges are not right. It is a con game played by these products. Legally there is nothing wrong but ethically there is. But ethics has never been a necessary criteria for corporate, be it abroad or in India. The ill-informed consumer is always a taken for a ride. The only succour in this battle is that, whatever be the claim, a water purifier is indeed necessary.