Transformation Strategy:
Driving Sustainable Growth and Profitability
Eureka Forbes is executing a focused transformation strategy to strengthen its position as a leading health and hygiene tech company and accelerate long-term value creation. Anchored on growing its core water business, expanding into adjacent categories such as robotic vacuum cleaners, air purifiers, water softeners, and filters, elevating customer experience through service excellence, and strengthening its direct-to-consumer capabilities, the Company is building multiple growth engines for the future. Supported by investments in innovation, digitalisation, productivity enhancement, and organisational capabilities, this transformation agenda is designed to drive sustainable growth, improve profitability, and deepen customer engagement.
Democratise Water
Electric Water Purifiers (EWP) is the largest category for Eureka Forbes, with significant long-term headroom for growth, given the low penetration levels in India. The Company has focused on driving category expansion by improving affordability and reducing the total cost of ownership through lower entry prices, 2-year life filter kits, and tiered AMC offerings.
At the same time, Eureka Forbes continues to drive strong premiumisation through innovation-led products across emerging premium segments. Smart and connected water purifiers are further strengthening consumer engagement and experience. Supported by rising health awareness and continued investments in awareness, relevance, affordability, and availability, the water purifier category has delivered a two‑year CAGR of 12.5%.
12.5%
Eureka Forbes EWP Revenue CAGR (FY24-FY26)
Driving Category Adoption
70% New Buyers
Lowering Total Cost of Ownership
Category Penetration Increased from 6% to 7%
Key Enablers
Product Innovations
Consumer Relevant Content
In-Store Experience
Expand Portfolio
During the last three years of its transformation journey, Eureka Forbes has made significant progress in expanding beyond its traditional core categories to build a broader health and hygiene portfolio. Emerging categories such as robotics, air purifiers, and water softeners are scaling rapidly and are increasingly becoming meaningful contributors to growth. This diversification is not only strengthening the Company’s growth profile but also expanding its relevance across evolving consumer needs and lifestyle trends. Together, these emerging categories are helping accelerate Eureka Forbes’ evolution into a diversified, future-ready, health and hygiene company with multiple engines of growth.
Robotics
Robotics has emerged as one of the fastest-growing segments for the Company, supported by strong category adoption, expanding retail presence, and investments across product innovation, distribution and service infrastructure. The Company has continued to strengthen its omni-channel presence, premium product portfolio, and consumer engagement initiatives in this category.
Water Softeners
Water softeners also represent a significant long-term opportunity given the low penetration and increasing awareness around hard water-related concerns in Indian households. Leveraging its strong consultative selling capabilities, service network, and trusted consumer relationships, Eureka Forbes has continued to strengthen its position in this category while driving consistent double-digit growth.
Air Purifiers
The air purifier business has witnessed strong momentum, albeit at a low base, driven by increasing awareness of indoor air quality and health. Leveraging its strong and trusted brand, Eureka Forbes is investing in consumer awareness campaigns, strengthening its offline channel presence, and expanding market reach to accelerate category adoption and gain share in this fast-growing category.
Excel in Service
Service remains one of the strongest differentiators for Eureka Forbes and a core pillar of our long-term strategy. With a network of 9,000+ Service Technicians (ST) and 1,650+ service partners across 19,500+ pin codes, Eureka Forbes today operates one of India’s largest and most extensive service ecosystems in the health and hygiene categories. This deep service infrastructure continues to be a significant source of competitive advantage and an important driver of customer trust, engagement, and lifetime value.
9,000+
Service Technicians
FY26 marked a significant milestone in Eureka Forbes’ customer experience journey. During the year, the Company achieved record-high performance across several service KPIs, supported by improvements in responsiveness, turnaround times, escalation management, and digital interventions. Service capabilities were further strengthened through the deployment of dedicated outlier resolution teams, the use of predictive analytics, and enhanced process automation, enabling faster issue resolution and a more proactive customer engagement approach. While notable progress was achieved, Eureka Forbes continues to focus on elevating the service experience as a key differentiator and a source of sustainable competitive advantage in the marketplace.
1,650+
Service Partners
Filters represent a significant long-term opportunity for Eureka Forbes, supported by its large installed customer base and extensive service ecosystem. During FY26, the Company took important steps towards unlocking this opportunity by simplifying its filter and filter-kit portfolio, strengthening distribution capabilities, and increasing investments in consumer awareness and education around timely filter replacement and maintenance. While the early response has been promising, the development of this business necessitates the gradual transformation of deeply entrenched channel and consumer behaviours established over decades. As such, sustained investment, strategic focus, and a long-term perspective will remain critical to driving successful adoption and growth.
Key Enablers
Filters Assortment
Consumer Awareness
Market ST Engagement Platform
Grow Digital Business
Eureka Forbes has significantly strengthened its D2C capabilities, building an integrated platform that is increasingly becoming a key competitive differentiator. The Company today engages with Millions of consumers through its digital ecosystem, supported by a strong installed customer base, digitally enabled service operations, AI-driven consumer insights, and omni-channel engagement capabilities.
The Company’s digital platform is helping create a more direct, data-driven, and personalised relationship with consumers while also improving efficiency, responsiveness, and scalability across operations. Further, the Company continues to strengthen its digitally enabled ecosystem through AI-powered consumer analytics, integrated service platforms, and an expanding network of digitally connected partners and influencers. Together, these initiatives are helping build a scalable growth engine that will support the Company’s next phase of growth.
2.5 Million+
Monthly Active Users
<1%
Cross-category adoption
