Relationships have made us reach out to customers in their homes, transforming the
way they purify their drinking water and the air they breathe, clean their homes
and secure their families so that they lead happier, healthier lives. We have already
welcomed over eight million happy families into our family which has also encouraged
us to provide opportunities for our people to realise their potential and dreams.
Born as a joint venture between the Forbes Group and Electrolux of Sweden, today
we are US$ 302 million multi-product, multi-channel organisation, part of the
Shapoorji Pallonji Group and with a global footprint. Today, we rank amongst India's
Most Admired Consumer Durable Companies and amongst the Best Employers in Asia and
India. A case study at the prestigious Harvard Business School and one of the Most
Admired Knowledge Enterprises in Asia and India, we have even been featured in the
respected Forbes Asia Magazine.
Pioneers & leaders in water and air purification systems, vacuum cleaners and security
systems, we introduced direct selling in India. We are now one of the largest direct
selling companies in the world, cited as a classic direct sales reference by marketing
‘guru’, Philip Kotler, in his famous textbook ‘Marketing Management’. With total employee strength exceeding 10,000 including an 8000 strong direct sales force, we have operations across 550 plus cities/towns in India.
We have since added channels to enhance our reach and respond effectively to the
expectations of our customers. Our consumer channel has over 15,000 dealers across
1800 + cities and towns in India to bring a better quality of life to customers
who seek the means to safer, healthier lives. Our institutional channel strives
to create safer, healthier work environments and enhance productivity and efficiency.
We have a water projects division solely to provide large institutional and industrial
customers with packaged as well as customized total water and waste water treatment
solutions. Our railways division is partnering the Indian Ministry of Railways in
its ‘Clean Train Station’ project - a major initiative for improving train cleanliness
through outsourcing and the very best agencies in this field - developing a pilot
module to be subsequently replicated in other identified stations.
To provide health and hygiene solutions to industrial and institutional customers,
Eureka Forbes has formed two companies, Forbes Facility Services Ltd. and Forbes
Concept Hospitality Ltd. which offer housekeeping, maintenance and food service
solutions. Customers have benefited from increased productivity, higher morale,
lesser absenteeism and better customization at their sites. Our latest addition
has been a rural channel which is striving to bring safe, affordable drinking water
to people at the bottom-of-the-pyramid as well as solution-based community water
systems (customized), generating non-agrarian employment and creating rural entrepreneurs.
One of the widest service networks in the country backs up our products. Over 5800
company trained technicians operating from over 1,100 service centres bring service
to the doorstep, making 25,000 kitchen visits daily. It is estimated that 80% of
our customers have a service centre within a 5 km. radius of their machines. These
are supported by call centres, customer care representatives & mobile service vans.
Caring for the needs of the customer has led us to a better understanding of the
market and made us a true leader in customer care and we have been recognised for
our exceptional responsiveness.
Our flagship water purification brand, Aquaguard, is virtually synonymous with pure,
safe drinking water and continues to be the undisputed leader in the category. Trusted
by over 40 million people, it is one of the largest selling water purifiers in the
world. Numerous Indian and international accolades have been conferred on it - Superbrand,
Best Complete Water Solution Provider (UNESCO-Water Digest), Platinum Brand in Asia
(Reader’s Digest) plus an endorsement by the Indian Medical Association. A one stop
shop for water purification an expansive range of technologies and solutions that
address every type of water quality and purification conditions, it continues to
spearhead the evolution of the category. Indeed, as market leaders, we don’t just
focus on the top end of the market but have made water purifiers available for everyone.
Our AquaSure range of water purifiers provides safe drinking water to homes even
without electricity and running water. To cater to the needs of homes and offices
and at different price points, we have water purifiers under the Forbes brand available
on the retail shelf too.
Euroclean vacuum cleaners, with over 3.5 million satisfied customers, is the undisputed
leader in the category, having sold more than all the other brands combined. Its
product range spans a wide range of technologies and solutions. Numerous Indian
and international accolades have been conferred on it - Superbrand, Mera Brand -
plus an endorsement from the Asthma and Allergy Resource Centre. It continues to
expand and develop the category through the introduction of new technology products
in line with the evolving needs of customers and their changing lifestyle. As the
leader, we have brought products to retail shelves for customers who seek the means
to a clean home there. And we have moved beyond the home with commercial and industrial
We were the first to introduce the state-of-the-art Euroair Air Purifiers that ensures
pollution free homes and today, we also market domestic electronic security systems
under the brand ‘Eurovigil’.
The company has a strong R&D and manufacturing base including a network of water labs across the country named Aquachek. Aquamall,
a wholly owned subsidiary of EFL, has the distinction of having India’s first ‘green’
water purifier plant. (with LEED India Gold certification), at Dehradun, which is
the jewel in our network of factories. It can manufacture a million water purifiers
of various specifications annually (it has the largest UV water purifier production
capacity in the world), harness solar energy and harvest rainwater.
In order to tap global opportunities, Eureka Forbes has tied up with another giant
in the world of direct sales - Lux International, Switzerland - in a joint venture,
Forbes Lux, which now has a footprint across several countries in Asia, Europe,
Middle East and South America.
For years together Eureka Forbes has become a name synonymous with selling but we
pride ourselves in going beyond selling. It is our firm belief that unpolluted water
& air is the birthright of every Indian and with this vision we set up the Eureka
Forbes Institute of Environment (EFIE). The institute promotes awareness about conservation
& management of natural water & air resources. Our endeavours include Pollution
Watch (a tie-up with a prominent national television channel to telecast air and
water pollution levels in key cities monitored by the Institute), Euro Enviro Quiz
(India’s only environment-centric quiz for school children in association with over
450 schools across India), Euro Ambassadors (enthusing school children to enkindle
the environmental spark in their homes and neighbourhoods) and Rainwater Harvesting
(enlightening people on how to harness this precious water source in tandem with
local bodies, co-operative societies and governmental institutions resulting in
over 600 million litres of rainwater being saved till date). ‘Project Jal Amrut’
has augmented the water resources in drought prone areas through rainwater harvesting
with the first projects being in Rural Maharashtra. The Euro School of Environment
was set-up to formalize the education movement and give it a fillip. It began with
a course on becoming eco-friendly citizens and has since enhanced its curriculum.
Our continuous endeavour to create a sustainable environment led us to introduce
renewable energy technologies as viable options to communities, providing sustainable
energy to meet their energy needs. This is because around 95,000 villages in India
don’t have electricity and 18,000 of them unlikely to ever have access to the national
grid due to their remote locations. Eurodiya harnesses solar energy to light the
home and is an alternative to kerosene and electricity, saving fossil fuels. Due
to its proximity to the equator, India receives an annual average of 4-7KWh per
day for every square metre. This means that certain parts of the country receive
more sunlight than what they can use in a year, making it an abundant source of
power. However, the challenge was to make the technology relevant for locations
where the exposure to sunlight is limited and the electricity is a far cry. It also
had to be inexpensive and within the reach of the common man. Eurodiya’s novel technology
and model design allow storing solar energy for a longer duration thus making it
the value for money. Our efforts got a fillip when India’s first solar bulbs with
the in-built solar panels were launched.
Our goal of providing safe drinking water to each and every individual was credited
extra miles with the introduction of solar technology for running the water dispensing
units. We will continue to work in the field of renewable energy and other such
green technologies. We look forward to working with NGOs, CSRs and other business
partners in this endeavour.
Our most recent initiative in rural India has been striving to bring safe, affordable
drinking water to people at the bottom-of-the-pyramid and solution-based customised
community water systems, generating non-agrarian employment and creating rural entrepreneurs.
Involvement of the community has been the key and all our projects have been designed
to empower communities with local water committees overseeing construction and maintenance
of the projects, thereby ensuring their sustainability over the long term. Every
project has a health education component as people in the project areas lack a good
understanding of sanitary practices. Appropriate technology solutions have helped
tackle some dreaded water related diseases ignored for generations. There are more
than 70 reverse osmosis and 40 ultra violet water treatment plants in 35 rural and
four urban communities. A partnership with world Vision relies on providing water
filter units during emergencies with over 10,680 units being distributed to flood
affected areas in over six states. A manually-operated filtration unit for emergency
use has been developed. Owned and run by women self-help groups, they generate revenue
by charging for potable water provided to the community.
The company has been a friend to society including providing safe drinking water
to the earthquake and cyclone victims as well as setting up parks for senior citizens
where they can relax and recreate.
Indeed, relationships spur us to dream of a happy, healthy pollution free world
that is built on trust and lasting relationships with our customers. We believe
that our bonds will help us grow faster and care for many more families, building
relationships that last a lifetime. A true friend for life.