Water Purifier market to touch Dh20b by 2020

DUBAI — The water purification market in the Middle East and region will reach a value of Dh20.20 billion in 2020 compared to Dh8.6 billion in 2002, according to a survey by Frost & Sullivan.

By Moushumi Das Chaudhry

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Published: Fri 14 Apr 2006, 11:16 AM

Last updated: Sat 4 Apr 2015, 1:56 PM

To tap the huge demand and potential of the UAE and Middle East market, Euro Forbes marked their entry into the lucrative domestic purified water sector with the launch of a wide range of premium water purification products in Dubai.

Water purified from the tap is the safest and healthiest for human consumption, according to experts at Euro Forbes International Pte Ltd, one of the leading global manufacturers of water purification systems.

Jagdish Shahani, vice president Intenational sales and marketing, Euro Forbes, said: “The UAE has the highest per capita consumption of bottled water, approximately 265 litres per year owing to climatic conditions as well as increasing population. Research shows that the toxins from the plastic can contaminate the bottled water and high temperature exacerbate this process. Purifying water at home from the tap is the best option for total peace of mind."

The four water purification products launched by Forbes includes Reviva, I-Nova, Designa and the Hot and Cold water purifier cum dispenser.

The Reviva and I-Nova can purify two litres of water per minute and some of the products are still being used 20 years after they were bought.

Shahani told Khaleej Times, “These products are cost-effective and save household expenditure on mineral water as Forbes I-Nova is priced at Dh790 and Designa costs Dh550. According to our research, an average family of four in the UAE consumes approximately 144 bottles of 25 litres containers of water every year. Assuming the price of a 25 litre bottle is Dh6, the total average annual expenditure is Dh864 per family. All Forbes products therefore offer a significant cost saving."

Ajay Dayal, general manager, retail and marketing of Easa Saleh Al Gurg group, the parent company of the Bettter Life home appliances, said: “Water purification at home will save expenses as it is one time investment and Euro Forbes gives one year warranty. Better Life will help the customers in installation and after sale servicing of the products and filters can be replaced whenever required. The maintenance charge will be free for the first year and from the second year, the customer will have to pay only Dh175 per year as per the contract which will be renewable every year."

Better Life will retail the Forbes product range at all outlets across the UAE.


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