SUPERBRANDS 2012

superbrandsindia.com

eurekaforbes.com

aquaguard.in, waterwonderfulworld.org

AQUAGUARD
only eliminated the middleman it has also given the brand the unique privilege of entering homes and understanding, at close quarters, what makes their world go around. This intimacy has resulted in every single marketing and sales promotion activity the brand has ever offered. It has resulted in technologies and in the pay-off line the brand uses. Paani Ka Doctor has positioned the brand where no competitor can ever reach. For it is a claim that only the one who is professionally qualified can arrogate for himself. To support its claim and to ensure competitors are kept at bay, Aquaguard has delivered on the ground, as well. It has mapped, through continuous water quality checks, the quality of drinking water across almost every postal code of the country; it has developed seven technologies to purify water comprising seventeen different conditions. And to ensure that service is close at hand it has set up a service centre within a five kilometre radius of any customer. Building on these strengths Aquaguard took the ultimate marketing step: since 2011 it has started offering customised solutions Miracle Cartridge, Green RO Membrane and Mineral Guard to any water problem a consumer might face.

healthy balance of the natural minerals present in water which can otherwise get eliminated in the reverse osmosis process.

Recent Developments
There was a time when water purifiers had to simply remove bacteria, virus, dust and dirt to present a glass of pure, fresh water. Today, they additionally have to also remove lead, pesticides and other dangerous and toxic compounds, to deliver the same result. Being a leader in the water purification industry it fell upon the company to lead the way. In a string of launches, Aquaguard developed every important technology to eliminate the hazard these represented. The environment has added another chapter: saving the planet. In a first of its kind in the industry, Aquaguard has launched the Enhance Green RO that saves 30% of the water. The product is packed with features like auto flush and a heavy duty membrane. This places it well above the current RO water purifiers which typically waste between seven and eight glasses of water for every one delivered. Aquaguard also launched Enhance UV, the world's first UV water purifier that removes endotoxins, heavy metals, lead and pesticide while retaining essential minerals. Yet another launch is its RO+UV model called the Aquaguard DUOTM. The product offers the unique recirculation pump that continues to re-circulate purified water till you are ready to drink it.

Aquaguard is so synonymous with pure drinking water that the name is now almost generic to the category. Launched in 1984, Aquaguard actually introduced more than pure and safe drinking water to India; it introduced the concept of direct selling. Today, Aquaguard has sold more than 6 million units of its water filters through a 4000 plus strong sales force supported by 5800 service technicians and more than 1100 service centres across India.
Market
Two things are dramatically changing the profile of water across the world. The first is that fresh water is becoming an increasingly hard-tofind commodity. The second is that water that is available is of poorer quality and is often contaminated with pollutants. It is here that companies are casting their attention. In India, Aquaguard is so synonymous with pure drinking water that it is now almost passing into a generic common noun. With the meteoric rise of this brand several other things have happened. A market, unthinkable some decades ago, has matured. Seeing this opportunity scores of companies, both in the organised and the unorganised sectors, have sprung up. Many offer re-hashed technologies and many others considerably lower quality of products. The advent, however, of these companies has spurred Aquaguard into multiplying its own efforts and developing a range of models designed to meet specific needs emanating from sources of water and thus the specific contaminants they harbour. Today, of course, not only have water purifiers changed in the way they deliver sales, their distribution channels, too, have undergone a complete change. From being available through direct channels, water purifiers can be seen in every conceivable touch point, vying for attention in the same way as other consumer durables. more than one hundred certifications by various water laboratories all over the world. While these awards dealt with the quality of the product, the quality of Aquaguard customer care was recognised when it won the Avaya-Economic Times Customer Responsiveness Award. Its service network Eurosmile is one of the most widely connected in the country. But perhaps, the most powerful endorsement for Aquaguard has come from the Indian Medical Association (IMA), a council of over 170,000 doctors in India, which has singularly recognised the significant contribution this brand of excellence has made in safeguarding public health and preventing disease. became the key and in the process helped the company build a closer bond with customers. Simultaneously, research showed the different types of water that were emerging. The marriage of these two has resulted in a series of products that have won laurels: the first water purifier to be certified by the trinity comprising the Indian Medical Association, CE and ISI; and the first purifier to have a continuous EMS (electronic monitoring system) to monitor the quality of water, a built-in voltage stabiliser, auto filling and a nano silver-based carbon block. Indeed, the achievements are exceptional and the list, a veritable what's what of the water purification industry. Today, Aquaguard has a 4000 plus strong sales force supported by over 5800 service technicians and more than 1100 service centres across India.

Brand Values
Aquaguard understands that pure water is critical in people's lives. It, therefore, takes its customer care responsibility very seriously. The brand's strict adherence to this philosophy distinguishes it 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 his requirement and trust that it can be found only in Aquaguard.

Product
Sitting perched in a kitchen, Aquaguard is not just a pretty face. At its heart is a tough, nononsense machine. Each Aquaguard model is loaded with newage technologies specifically designed and engineered to effectively eliminate contaminants, irrespective of the source and quality of water as well as the availability of electricity. The Aquaguard Total Sensa, is the world's first intelligent water purification system. It is also universal in that it works with any type of input water bore well, municipal, tanker, lake or mixed and can purify it, restore its original taste even as it maintains its natural mineral balance. Equipped with Aquaguard's patented Blu-G technology, it intelligently senses the total dissolved solids (TDS) of the input water and auto selects the purification method most suitable for it. The model is equipped with several innovative features and is a notch above the reverse osmosis (RO) platform. Mineral Guard, an innovative feature of Aquaguard, is programmed to maintain a

Achievements
Aquaguard has dedicated itself to the pursuit of quality. This has allowed it to position its resources and pursue excellence with singleminded determination. As a consequence, the brand is, today, acknowledged by various bodies and has won for itself recognition in India and across the world. UNESCO presented Eureka Forbes, the parent company for Aquaguard, with the Water Digest Award as the Best Complete Water Solution Provider while the company's latest offering, Aquaguard Enhance, was chosen as the Best Domestic Reverse Osmosis water purifier. The Aquaguard Duo won the accolade for the Best Technology and R&D Breakthrough. The brand was also chosen by Reader's Digest as the Most Trusted Brand Platinum, three times running. Fittingly, Aquaguard has received
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History
The history of the water purification industry is the history of Aquaguard itself. For not only was Aquaguard the original pioneer, it continues to lead the industry nearly 30 years after it was launched. 1984 was a difficult time in India's social history. The country was at a cross roads and many priorities loomed ahead. It was clearly not possible for the government to address all the issues; private enterprise had to simply take part. It was in this environment that Aquaguard was born. At hindsight, it is fair to assume that any technology that could deliver pure filtered water would have sufficed, just as any method of selling would have made a sale. It is to the credit of this iconic brand that it chose and succeeded in the harder task of pioneering a revolutionary technology and in developing the direct sales route to reach customers. The pioneering technology established the company and the direct sales route endeared it to millions of homes. The early difficult steps placed the onus on the company to continue to live up to the changing environment. Research and understanding what the customer sought

Promotion
The key to Aquaguard's success is its intimacy with its customers. Its direct sales policy has not

Things you didnt know about

Aquaguard
Each day over 71 million litres of Aquaguard purified water is consumed somewhere in the world 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 Eureka Forbes call centre EuroAble is Indias first state-of-the-art call centre manned and operated by people with special needs. The employees working at EuroAble have been trained to attend customer calls. The centre is at NASEOH (National Society for Equal Opportunities for the Handicapped) in Chembur, a Mumbai suburb

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