Eureka Forbes’ four-year Aquaguard warranty signals a break from the razor-and-blade model, offering Indian water purifier brands insights on trust-led pricing, service economics and customer loyalty.
King Gillette sold razors cheaply and earned fortunes on blades. Eureka Forbes now walks away from that playbook, with India’s first 4-year unconditional warranty on Aquaguard.
India’s water purifier market is valued near USD 4 billion in 2026 and could nearly double by 2034, growing about 8% annually, according to IMARC.
Aquaguard, KENT, A.O. Smith, Havells, Pureit and Livpure crowd the same kitchen counter, competing on filtration technology, price and service promises.
Eureka Forbes opened FY27 strongly, posting Q1 standalone revenue of INR 700 crore, up 15%, which the company describes as its highest-ever revenue growth.
Anurag Kumar, Chief Growth Officer, Eureka Forbes, said, “We are taking away the uncertainty around recurring filter, spare and maintenance costs, while giving consumers greater peace of mind.”
Yet every owner knows the sting: the purifier is affordable, but filters, spares and annual maintenance contracts keep billing long after the sale.
Its ‘Four Years Sorted’ campaign covers filters, spares and service for four years, with no AMC needed during the period.
The warranty covers select models: Aquaguard ASPIRE Glow and Ritz Pro on e-commerce, and ENRICH Glam Minerals in retail, giving each channel a distinct hero product.
S. Shriram, CEO & Founder, Miles2Go Consulting Services, said, “The razor-and-blade model rewards dependence. Eureka Forbes is betting that confidence, not captivity, wins the next million kitchens.”
“Rivals will need to price service into the first sale and treat the warranty as customer acquisition, not charity,” he added.
Editor’s Note
A blade-led model quietly taxes loyalty; a warranty-led model earns it.
The shift moves profit from after-sale annuity to first-sale conversion, demanding sharper unit economics. Winners will engineer reliability into products, so service visits shrink while trust compounds.
Fewer breakdowns, not fewer promises, protect margins. Smart sensors and remote diagnostics can trim costs further. Expect rivals to respond, and expect shoppers to benefit.
When brands compete on peace of mind, India’s kitchens get cleaner water and calmer budgets. Four sorted years could become the category’s new standard.
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