Eureka Forbes, the well-known purifier maker that built its foundation on direct sales, is shifting greater focus to e-commerce and its retail stores, to compete in a market now crowded with more than 150 brands, including from big firms such as Hindustan Unilever. While Eureka Forbes holds nearly 60 percent share of the entire electric water purifier market (estimated at US$646.9 million), only 7 percent to 10 percent of its overall sales are online. Plans also include increasing its number of retail stores from 20,000 to 25,000 and bringing its direct sales to smaller towns, as well as marketing its lesser known products, such as air purifiers and home security solutions.
Eureka Forbes Shifts Focus to E-Commerce, Retail to Increase Sales
