- Dr. Mahesh Gupta’s children developed jaundice after consuming contaminated water, a problem that affected 200,000 people in India. The absence of effective water purifiers in the market prompted Mahesh to take action.
- Using the 20,000 rupees he had saved from his job at Indian Oil, Mahesh imported a membrane and pump from the US to create his home purifier. However, developing the purifier proved challenging, as he experimented with various technologies for six months without successfully removing impurities from water.
- After half a year of exploration, Mahesh discovered the Reverse Osmosis (RO) technology for purifying water, marking an unprecedented innovation in the unorganized Water Industry. In 1999, Kent water purifier was established.
- The market posed challenges, with Eureka Forbes holding a dominant 70% market share through Aquaguard. Mahesh introduced his product at Rs 20,000, competing with Aquaguard priced at Rs 5,000, relying on the belief in superior technology to drive sales. However, the strategy initially did not yield the expected results.
- In its first year, Kent RO only sold 100 systems. Despite this, the brand had a strong recall value. Mahesh decided to adopt a door-to-door sales approach, and the strategy gained momentum, with Kent selling 20 units per month. Despite limited funds for advertising, with only Rs 5 lakh in capital, Mahesh focused on word of mouth and distribution.
- Kent RO found success by placing products in kitchenware specialty retail outlets, where customers could witness the purity of water firsthand. By 2005, sales reached 30 CR.
- Recognizing the need for branding, Mahesh sought a women’s brand ambassador. In 2006, the legendary Hema Malini became the face of Kent RO with the iconic tagline “Kent RO hi lena.”
- The advertising campaign transformed Kent RO. By 2010, the company achieved a revenue of 250 CR, growing annually by 45%. Production expanded to a massive facility in Roorkee, Uttarakhand, capable of manufacturing 1 million units annually.
- With increased capacity and a successful advertisement, Kent RO sold 5 lakh units in 2015. By 2016, revenue reached 830 CR, followed by 950 CR in 2017. The company boasted over 600 distributors, 150 franchise outlets, and 1000 retailers.
- In 2020, Kent RO achieved a revenue of 1200 CR, securing an impressive 30% market share. Aquaguard’s market share decreased from 70% to 40%. Attempts by HUL and TATA to replicate Kent RO’s technology fell short.
Today, Kent water purifier employs 3000 individuals, holding an extraordinary 45% market share. The company has expanded its presence to Nepal, Bangladesh, Kenya, and the Middle East. Among Dr. Mahesh Gupta’s numerous awards, the title “Pure Water Man of India” remains his most cherished.