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Kent Water Purifiers Target GCC Markets

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Varun Gupta - Director, Kent RO System Limited

India’s leading Reverse Osmosis (RO) water purifier brand unveiled expansion strategy in the Middle East through the outlets of Lulu Hypermarkets. The Kent Water Purifiers are offering a cost effective, eco-friendly system to save monthly budgets of UAE households. It purifies normal tap water to better than bottled water quality besides less contact with plastic … writes Iqbal Azeez (iqbal@asianlite.com)

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Varun Gupta – Director, Kent RO System Limited

Kent RO Systems Ltd, India’s leading Reverse Osmosis (RO) water purifier brand, unveiled its expansion into the Middle East and North African markets. The popular Indian brand’s wide range of household appliances will be available at LuLu Hypermarkets. The company has joined hands with UAE’s Sands International for the distribution of its products across the GCC.

Speaking at the launch event in Dubai, Varun Gupta – Director, Kent RO System Limited, said that Kent RO is synonymous with purest and tastiest water in India, and now with the launch of Kent RO Water Purifiers in the UAE, the consumers here can purify their tap water to better than bottled quality water at the press of a button.

The company manufactures a wide range of water and air purifiers apart from cooking appliances and vacuum cleaners and has cemented its position as the single largest player in the RO market in India. Its patented Mineral RO Technology water purifiers are certified by some of world’s leading laboratories including USA’s NSF International and Water Quality Association (Gold Seal).Kent RO is also a winner of UNESCO’s Water Digest Water Awards 2016-17.

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Kent RO Systems Ltd

Elaborating on the benefits of having Kent RO water purifiers at home, Dr Gupta told that people in Dubai prefer drinking bottled water, due to taste and purity concerns of tap water. However, the consuming bottled water is not convenient, as women find it difficult to lift and install the bulky 20-litre cans on water vending machines. Moreover, it is costly to purchase bottled water as well.

“Here, Kent RO Mineral RO Water Purifiers are compact and convenient and purify tap water to better than bottled water quality, at a very low cost.” Besides being economical and convenient, purifying tap water at home using Kent RO Water Purifiers, is much safer as compared to bottled water, and is tasty also.”

The GCC expansion move is a part of the company’s broader expansion plans into the Middle East and North Africa in the next few years. Recent research indicates that the region`s demand for water purifiers is growing at more than 7 per cent per annum and the market could reach nearly half a billion dollars by 2020.

Kent RO is credited to have pioneered the RO technology in India and uses its own patented UF+UV+RO technology, which retains the essential natural minerals and maintains the natural taste in purified water. Its latest product – the Kent Superb, for example, offers customers real-time monitoring and comes with an interactive touch screen display, enabling users to monitor the quality of the purified water and the vital stats of the device such as the RO flow rate, balance filter life and RO pump status.

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Kent Water Purfier

Commenting on the expansion plans, Gupta said, “There has been a growing demand for effective and affordable water purifying solutions in the region. We plan to utilise our expertise and market experience in India to cater to the growing demands of households in the UAE, Saudi Arabia and the rest of the region.”

According to a recent research report by Future Market Insights (FMI), the Point of Use (POU) water purifier market in the Middle East and North Africa is expected to reach $471 million by 2020, driven by strong demand in Saudi Arabia, UAE and other urban markets.

The report also indicates that in UAE alone POU water purifier market is anticipated to reach around 149,000 units by 2020, growing at 10 per cent annually.

In line with its global expansion plans, Kent is expanding its facilities to cater to the growing demand. Its three facilities in India can currently produce about 500,000 units per year. It is in the process of building a fourth manufacturing unit near Delhi with an investment of $15.5 million.

“We have been steadily expanding into the international markets. Kent’s association with Sands International and LuLu Hypermarkets will kick-start a new business era for us in the GCC market,” he added.

Sands International has created a multi-brand distribution network across the GCC and deals with a varied portfolio of products ranging from home appliances to consumer electronics and IT.

“The region offers immense potential for products such as water and air purifiers, especially when the brand assures uncompromised quality. Kent RO today holds 40 per cent of the market share within the segment in India and we will work towards achieving a similar result in the GCC market,” said Probir Mukherjee, Business Leader of Sands International.

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Bollywood Dreamgirl Hema Malini promoting Kent products

“We are committed to offer the same quality and service standards to our customers in the Gulf region as the brand provides in other global markets. We have been looking to aggressively expand our business in the region and partnering with Kent RO Systems is a significant step in that direction,” he added.
Kent RO Systems Limited is a 21st century appliances company specialising in health and hygiene products with a vision for making the world a healthy and happy family. It provides innovative products that purify the water we drink, the food we eat and the air we breathe, thus helping people live healthier.

For Kent, the mission is to come out with innovative solutions that safeguards users health and hygiene, and is more than just a business, it is their passion. With a range of innovative products, strong market presence and an aggressive marketing strategy, Kent has conquered the water purification industry to evolve as a market leader with 40 per cent market share in RO water purifier segment in India, and most importantly, having millions of satisfied customers to its credit.

Over the years Kent has diversified from water purifiers to other appliances such as Air Purifiers, Vegetable Purifier, Water Softener, Bed Cleaner, Cyclonic Vacuum Cleaner and Cold Pressed Juicer. With humble beginnings in 1999, Kent has a strong foothold in the Indian market today with a wide network of more than 1,500 distributors, 10,000 dealers and 500 plus direct marketing franchises. The deep penetration of the marketing network is supplemented by a service support network of 800 service centres and a force of centrally trained service technicians who provide reliable after sales service. Kent was the first Indian water purification company to export Domestic RO water Purifier systems worldwide. Kent crossed the $1 million mark in the year 2011 and currently exports to more than 30 countries worldwide. Kent has a dominant presence in Asia.

Established in October 2013, Sands International enjoys an excellent network in the GCC with office and representation in the UAE, Bahrain, Qatar, Kuwait, Saudi Arabia and Oman. Sands provides focused, cutting edge, value-added distribution services to the Consumer Electronics, Information Technology & Home Appliances industry segments across the GCC and is expanding to new regions in Africa and India.