Blue Star Expands its Range of Water Purifiers

B Thiagarajan, Joint Managing Director and Girish Hingorani, Head – Corporate Communications at the launch of a
differentiated range of residential water purifiers

Blue Star Limited has launched a differentiated range of residential water purifiers across various price points with RO, UV, RO+UV, and RO+UV+UF technologies. A total of 35 models including color variants in the electric devices category, with a few models offering Immuno Boost technology have been launched. The offering comprises nine series called Stella, Prisma, Edge, Imperia, Eleanor, Majesto, Genia, Aristo, and Pristina, with price points varying from Rs. 7900 to Rs. 44,900. This initiative is a part of the company’s aggressive growth plans to expand its presence in related new product categories. The company will gradually enhance its range to cover commercial water purification systems as well. From 13 models in limited price bands the company has extended the range in order to have products across various price points. These purifiers are highly differentiated and offer 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.

The company is also test marketing a range of commercial RO+UF as well as commercial UV water purifiers which are being targeted at water cooler customers of Blue Star as well as offices, restaurants, clinics, and other commercial establishments. As regards to distribution, plans are on the anvil to increase the presence to over 3500 outlets in the current year. Over 400 Blue star water consultants have been appointed across major outlets for demo and lead generation.

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