Eureka Forbes

Started in 1984 with joint venture between

Forbes (India) and Electrolux (Sweden) by introducing water purifier (Aquaguard) and Vacuum cleaner (Euro Clean) in the market.

It was the first company to bring the concept of

vaccum cleaners and aquaguard in the indian market. They adopted direct marketing for selling their product.

Direct Marketing is a method which helps to create a direct connection with the potential consumer to obtain an immediate response and cultivate lasting consumer relationship.

The motto of direct marketing is

Making things happen!

Advantages of Direct Marketing

Easy, Convenient and Private Goods at lower prices

Close relation between Company & Consumer

It saves the valuable time Provides more choice

Disadvantages of Direct Marketing

Cannot see and inspect the product Chances of misleading and Deceiving

The scope of expansion is limited.

Irritation to the consumer Higher per person cost.

It has 6000 direct selling force touching 1.5 million Indian homes and adding 1500 customers daily.
Indian vacuum cleaner market is 120 crores and water purifier market is 350 crores. EPL is the market leader in both with 85% share. Aqua guard has over 6 million satisfied consumers and it has 2.5 million satisfied vacuum clean users. and it's the only company endorsed by the prestigious Indian Medical Association (IMA).

In a survey of 55 million households have shown that only 7% of them used electric water-purifiers and 12% of the population boils the water for 20 minutes. This clearly shows that 81% of the population is still drinking the impure water. So to capture this 81% of market Eureka Forbes has launched its new product aqua sure ranging from Rs 1800 to Rs 15000.

Brands of Aquaguard
Aquaguard Sensa Aquaguard Total Aquaguard Integra7 Aquaguard Nova Aqua Sure
(Price range from Rs1800 to Rs30000)

Brands of Euro Clean

o Euroclean Ace
o Euroclean Turbo

o Euroclean wet and Dry

(Price range from Rs 4000 to Rs 15000)

Competitor of Aqua Guard

Philips
Kent Whirlpool

Kentstar