India might soon find itself submerged in a water crisis with the population crossing the danger mark of 1.2 billion. According to the UNICEF, only a quarter of India’s total population has drinking water facilities on their premises. On the upside, about 88 percent of the population has access to drinking water from improved sources as compared to 68 percent in 1990. Of this, almost 67 percent the households do not
treat the water before drinking, even if it is bacterially or chemically contaminated.
India has been blessed with sufficient natural water resources, but an alarming increase in population and global warming along with rapid industrialization has resulted in an increased rate of water utilization and consumption. Further, inadequate management of water supply systems has led to worsened condition of supply networks and the wastage of water. This has led to the scarcity of clean drinking water, which in turn, has opened opportunities for entrepreneurs to venture into the packaged drinking water and water purifier industry.
Bottled water is a rapidly growing market in India; it was estimated at USD 904 million in 2012. Its market is segmented into
packaged drinking water and packaged natural mineral water. The former has the lion’s share of the market at 90 percent, indicative of a new, emerging lifestyle. A significant portion of the population, specially the middle and the upper income groups, is keen on safe, portable bottled water, giving rise to a new trend of water consumption.
The market size of the Indian bottled water industry is expected to reach USD 2,442 million by 2017, at a compound annual growth rate (CAGR) of 22 percent. The Indian water purifier industry saw a remarkable rise in market size from 2009 to 2010, increasing by almost 50 percent. The industry stood at USD 640 million in 2012; it is expected to reach USD 806 million
in 2013. With the population crossing the red mark of 1.2 billion and only 20 percent people having access to safe drinking water, the water purifier industry has a huge potential to grow in the coming years.
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