Best Air Purifiers for Home - Eureka Forbes

Our Story

Founded as a joint venture venture between the Forbes and Campbell (a Tata Group company) and Electrolux of Sweden, Eureka Forbes is a multi-product, multi-channel organization. A former part of the well renowned Shapoorji Pallonji Group, Eureka Forbes is India’s leading health and hygiene brand. In addition to being one of Asia’s largest direct sales forces, it has retail, institutional and e-commerce channels, an inventive franchise business partner network, a rural channel and one of the most expansive service networks in India.

Eureka Forbes has been a pioneer and trendsetter in direct sales in India and is one of the largest direct-selling companies in the world today. Our direct sales force is over 10,000+ strong and operates from 150+ Customer Response Centers in over 120 cities and towns across the country. The award-winning Aquaguard is the flagship water purifier brand of Eureka Forbes. Our award-winning Forbes Vacuum cleaners are market leaders.

For almost 4 decades, we have been a true friend for life and not only have we said this, but also supported our promise of friendship in all our actions.


Millions in gross turnover*

*as of 31st March 2018


Million happy customers


Cities and towns reached


Countries covered


Eureka Forbes was born in 1982 with the vision of bringing a happy, healthy, safe and pollution-free living to customers through lasting relationships as ‘Friends for Life’. We have since grown to become a multi-product, multi-channel organization. A part of Advent International, Eureka Forbes has a base of over 20 million satisfied customers and a reach of over 1500 cities and towns in India.
In addition to one of Asia’s largest direct sales forces, we have a consumer channel of over 21,000 dealers across 10,000 cities and towns in India, an institutional channel Forbes Pro Solutions that offers packaged and customised water treatment solutions with cutting edge technology for diverse water utilisation purposes and industrial process requirements. One of the most expansive service networks in India backs these channels. Almost 80% of customers have a service centre within a 5 km radius of their machines. Over 8,000+ company-trained technicians operating from service centres across the country make over 40,000 kitchen visits daily.

Our products have led and dominated the water and air purification systems, cleaning systems and security systems categories. Aquaguard, our flagship water purifier brand is virtually synonyms with healthy, safe drinking water and is sold through the direct sales and retail channels, we also have an institutional range and customised solutions for the rural market. Our product category of Vacuum cleaners formerly known as Euroclean and Forbes Vacuum Cleaners is now FORBES and remains the #1 Vacuum cleaner brand in the market as per recent GFK market share data of 2020-21. As for the other brands under the Eureka Forbes umbrella like: Dr. Aeroguard, Aeroguard, Forbes Health Conditioners and Air Purifiers; EuroVigil security solutions and others have come together as one name under the name of FORBES to ensure that we remain the number one brand in our customers’ mind.

EuroAble, India’s first state-of-the-art call centre manned and operated entirely by people with special needs, facilitates their integration into the value chain and mainstream of society. Our company has always been a friend to the society, especially in its time of need. We have provided safe drinking water to victims of calamities like earthquakes, cyclones, floods, set up parks for senior citizens and even installed free drinking water kiosks in public places and also lent a helping hand during the global pandemic, be it with our social work or providing the customers with products that ensure safety against fatal bacteria and viruses.
Our company is a Business Superbrand, one of India’s Top 5 Best Employers, a case study at Harvard and Richard Ivy Business Schools, a classic direct sales reference in marketing guru Philip Kotler’s textbook ‘Marketing Management’, a feature in Forbes Magazine Asia edition as well as the recipient of other prestigious recognition in every facet of our business. The Golden Peacock Award for Corporate Social Responsibility, the Bombay Chamber of Commerce and Industry Good Corporate Citizen Award and the NCPEDP-Shell Helen Keller Award underline our commitment to fulfilling our corporate social responsibility.
Indeed, we believe that relationships spur us on to realize our dream of a happy, healthy, safe and pollution-free world.

Our Ideology

Our PURPOSE is our reason for being and what we stand for. It pushes us to go the extra mile and reach out to our customers and partners. It ensures a tight grip on our company culture as we create state-of-the-art products that keep us ready for tomorrow.

Like a deep-rooted pillar, we stick by our VISION through thick and thin. It lays the foundation for our company and runs in the blood of each and every Eurochamp.

The graph and movement for our MISSION always moves in one direction: forward and upward, like that of an arrow.

Our VALUES are like a thought bubble that has a curved and sharp edge. As ‘opposite values are complimentary’, we have a soft side that takes care of our customers, and a sharp focused side that takes care of our business.

Our ideology comes together to form the POSIBOL, which is the core of our company.


Community fulfilment

Community has always been at the heart everything we do, which is why we constantly engage ourselves in supporting the wellness of our society and environment to promote a better tomorrow.


Awards and recognition

Rewarding our efforts of delivering excellence at every step, we are proud to have received numerous awards and recognitions from some of the most renowned publications and organizations.