Search by Model Number, 128 million people in India lack access to safe drinking water. I suspect that’s an underestimate because the World Bank estimates that 21% of communicable diseases in India are due to unsafe drinking water. Water in India is often contaminated by pollution, or poor sanitation. India’s local governments in cities, towns and villages struggle to meet the drinking water needs of their citizens. Even when water is available, its quality is often in question. No wonder that several companies from the Tatas to Unilever have identified water purification as an important product category to be in. About Eureka Forbes – a Pioneer in Retail Appliances for Water Purification Eureka Forbes’ Innovation Strategy Eureka Forbes has some distinctive advantages in the appliance market. It has strong name/brand recognition, and distribution muscle through its direct sales force, presence in retail outlets (about 15,000 dealers across 1800 towns) and strong service network  (1100 service centres across India).  

Yet, as a medium-sized company (Eureka Forbes is not listed, but it is estimated to be a Rs. 1,500 crore company), it does not have the luxury of huge resources to spend on R&D. Besides, there are important developments in water purification technology happening across the world. In these circumstances, Eureka Forbes has adopted open innovation as its innovation approach. Though it doesn’t have a structured scanning process at present, it keeps its eyes and ears open for new technologies from anywhere in the world. It encourages its employees to bring in such ideas to the company. Though Eureka Forbes takes different forms of formal intellectual property protection to improve appropriability, the company believes in frequent product introductions as a way of staying ahead (see my previous post on how effective innovators combine legal protection with product-market actions – Eureka Forbes is a good example of this). Their target is to achieve 20% of their revenues from products launched within the last 5 years, but they are currently achieving a “new product vitality index” of more than double that with 3 – 5 new product introductions every year in the last 5 years.

A Recent Breakthrough Innovation One of the challenges Eureka Forbes faces is translating its innovations into a language that customers can understand. One of their recent products, AquaSure, is based on Amrit ®, an integrated multi-stage technology that the company sourced from Argonide Corporation, a company based in Florida. This disruptive technology based on a Nanoceram filter allows the transformation of even contaminated water into water as clean as bottled water without the use of chemicals. The filter attracts viruses and other biological micro-organisms “like a magnet,” thus providing “sabse surakshit paani.” See video of interview with Raman Venkatesh and Fred Tepper from Argonide Corporation USA to understand more about the technology. The technology is cost-effective as well with Eureka Forbes estimating a water filtration cost of 20 paise per litre. As is often the case with successful innovations, innovation has to enter the marketing and advertising domain as well.

The technology may be highly sophisticated but technology doesn’t sell unless consumers can relate to it – hence Eureka Forbes came up with the kitanu magnet campaign, a memorable advertising approach that communicated the almost miraculous power of the technology in a way the consumer can understand. vacuum cleaner wands and hoses(See the video which likens the process through which Aqua Sure acts like a magnet, pulling out all contaminants, to the way the police catches criminals).oxygen vacuum cleaner bagsSatara Road, Pune We, Rodak, are Reputed Dealers in providing Cutting Edge Vacuum Cleaners that are used in Industry,... more..bagless vacuum cleaner priceVacuum Cleaners Khadki, PuneVacuum Cleaners Industrial Equipments Suppliers Material Handling Containers and Equipments    more..

Sagar Sons Industrial Marketing Private Limited Shivaji Nagar, PuneEstablished in the year 1984, we are dealer of all types of Gensets. We provide Generators, Inverter... more..Vacuum Cleaners Inverters Pumps and Spares    more.. Enlarge View on Mouseover Eureka Forbes Easy Clean Plus Vacuum Cleaner - Silver 0.5L Dust Collecting feature 14 L/sec of Maximum Airflow To make home cleaning task stress free and easy, Eureka Forbes has come-up with Easy Clean Plus Vacuum Cleaner. It is lightweight in nature yet delivers powerful performance. This handheld cleaning appliance can handle a variety of cleaning tasks with great ease and comfort. It comes wrapped in bag-less design with 0.5L dust collecting capacity. It works on 800W powerful motor and can generate a maximum airflow of 14ltr per second. Body Design and Features This Eureka Forbes vacuum cleaner is compact and portable in design and comes with on-off switch. There is a flexible hose to activate desired function and a permanent bowl to collect dust.

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