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Eureka Forbes-Blue Star Collaboration

Eureka Forbes has collaborated with Blue Star to provide an integrated, comprehensive solution for chilled and purified drinking water.

Most water cooler customers have been combining the water cooler with an external water purification system to provide pure water. However, this solution has limitations, compromising the safety of water. The new integrated offering being launched by Eureka Forbes and Blue Star provides reassurance on the purity of water, apart from being chilled. The market for storage water coolers with in-built purification is in its nascent stage and is estimated at a total of 11,000 units in 2015 translating to a value of Rs90 crores.

Speaking about the collaboration, AV Suresh, President – International Operations, CEO-Forbes Professional, Eureka Forbes, said, “We are truly glad of our association with Blue Star as it has led to the introduction of a strong brand in this category that can be trusted by consumers. We want to continue to build concepts which people think they don’t need or are unaware of.” Adding, B Thiagarajan, Executive Director & President – AC&R Products Business, Blue Star, said, “We are pleased find a perfect partner for this product and engaging with Eureka Forbes, who enjoy tremendous respect in the purification segment. While the market for storage water cooler with in-built purification is expected to grow by 15% in 2015, we are confident of outperforming the market to grow at 25% in this category.”

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