Team: IIFT4692

The Carpe Diem Challenge

Consumer Insight:
Based on our secondary research, the key potential growth driver for Pureit water
purifier will be the Self Fill Segment (Gravity Fill).
Although the competition in this segment is stiff, the scope of growth is very high due to
the low penetration of water purifiers and the large size of the bottom of the pyramid
effect.
Hence, we could target the lower middle class segment and lower income group in Tier2, Tier-3 cities and small towns through a 3-pronged approach as described below.
The Big Idea:
1) To increase Penetration:
A Pureit demo product will be available in general stores and select kirana stores,
along with posters and brochures regarding Pureit products
These stores would take the order from customer and direct it to water purifier outlets for
Home Delivery
The Germkill set could also be sold through these kirana stores
These stores could be used for gathering consumer preferences and later these potential
customers could be targeted through direct marketing
2) To associate with Lead and Rust removal:
Safe drinking water to be provided to children in public schools through Pureit water
purifiers
This would help to gain both print and digital media coverage and build a brand image for
Pureits mission to provide safe and affordable drinking water
This would highlight Pureits key Point of Difference Lead and Rust removal in
comparison to other gravity-based purifiers through communication of the message that
lead and rust could lead to impaired mental development in children
The aspect that Pureit can help protect your children will appeal to Indian families and
will influence their decision to invest in a water purifier
3) To increase Awareness:
Drinking water through Pureit could be made available in high visibility points like
railway stations and Bus Stands since the target segment uses these services
frequently
To market the product at Fairs, Jatras which are attended in large numbers by the lower
income segment
Brochures could be made available along with customer care contact numbers at all the
above high visibility points
Size of prize and KPI:
Indian lower middle class and lower income group (growing sections with low
penetration) will be targeted through kirana distribution network
Gravity purifiers expected to sell 8 million units1 by 2015 due to bottom of pyramid effect.
Pureit can increase its market penetration through this.
The project could be operated on a pilot basis and the increase in revenues would be the
KPI for expanding it to a pan India level

1. ASSOCHAM study Water-Purifier Industry in India: An Overview