India’s water purifier and bottled water market is projected to reach $7.72 Bn (2032) and $14.97 Bn (2031), respectively. Unsurprisingly, these are now the go-to sectors for securing drinking water, as tap water quality has worsened.

For millions of urban migrants and young professionals, the barriers go beyond the upfront costs of buying and installing water purifiers. They pay maintenance fees, buy filter replacements and cope with relocation challenges. As a result, most rely on plastic water bottles, which are unsuitable for drinking.

After experiencing similar challenges firsthand as flatmates in Bengaluru, Vijender Reddy Muthyala and Manas Ranjan Hota recognised it as a public health issue masquerading as convenience. Building on this insight, the duo launched DrinkPrime in 2016 with a ‘rent-to-own’ subscription model that eliminates device costs and provides free lifetime maintenance, delivery and relocation services.

The brand also offers a connected mobile app that links to the purifier, allowing users to track water quality and consumption in real time.

DrinkPrime follows a city-specific product design approach, as its portfolio is built around distinct urban challenges. Products are developed at a dedicated contract manufacturing unit in Bengaluru, where every stage, from raw material testing to final certification, is closely monitored.

Its flagship product, DrinkPrime Copper, combines RO+UV purification with the added benefits of copper, while specialised variants for cities like Kolkata and Chennai address hard-water issues through iron removal filters and antiscalant cartridges. More recently, it introduced a space-saving under-the-counter purifier for compact urban kitchens.

The brand now offers 24 SKUs, including core products such as DrinkPrime Copper, DrinkPrime Alkaline and DrinkPrime RO+, each designed for specific needs.

DrinkPrime’s growth is primarily driven by its D2C website, which accounts for 80% of subscriptions. The remaining 20% comes from partnerships with platforms such as Furlenco and Rentomojo.

By 2025, the brand expanded into Chennai and Kolkata and introduced UV-only models for the low-TDS (total dissolved solids) municipal water in Mumbai and Pune. This hyper-local approach has supported a high referral rate.

The brand reported revenue of ₹70.38 Cr in FY25, up ~50% YoY from ₹46.81 Cr in FY24, and is on course to reach around ₹97 Cr in FY26.

With operations in major metros, including Bengaluru, Delhi NCR, Hyderabad, Mumbai, Pune, Chennai, and Kolkata, DrinkPrime currently provides safe water to more than 2.5 Lakh households every day.

In 2026, DrinkPrime aims to double its reach to 5 lakh households. The short-term focus is to ensure even faster delivery and maintenance turnaround time as it enters new markets.

By FY28, the brand will move the national needle on water purifier penetration from 10% to 25%. Its goal is to establish DrinkPrime as an affordable, subscription-based model, making safe drinking water accessible to every Indian home.

[Authored By Anirudh Trivedi]

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