Croma Reveals 22% Market Growth Trajectory for FY26
Bhubaneswar: India’s water purifier market is experiencing unprecedented growth as the monsoon season intensifies consumer focus on water safety and health protection. As these become top-of-mind for households across India, demand patterns at Croma are also reflecting this with approximately 35% of annual water purifier purchases taking place during monsoons. The first quarter this year saw a spike in demand for water purifiers with strong double-digit growth, driven by heightened awareness of waterborne diseases including cholera, typhoid, and hepatitis A during the rainy season.
As per Croma’s industry research that studies consumer behaviour in this category identified the following trends:
- Regional Demand: North India leads RO purchases at 31%, followed by South (30%), West (25%) and East (15%).
- Technology Preference: RO technology dominates, accounting for nearly 90% of electric water purifier sales; UV models form the remaining share.
- Colour Trends: Black remains the top choice across regions, making up 62% of RO units and 53% of UV units sold; white accounts for about 30%.
- Feature Popularity: Over half of units include UF and UV filtration; 15% have alkaline features; 8% use copper technology.
- Premium Segment Shift: Mineral-adding functionality is increasingly popular in models priced above ₹15,000.
Croma, studied its customer behaviour and revealed that they have seen an impressive 11% volume growth and 12% value increase in the April-June’25 quarter compared to the same period last year. Monthly data shows consistent acceleration: April volumes rose 8% with value growth of 10%, May volumes gained 12% alongside a 14% increase in value, and June saw volumes climb 13% with corresponding 13% value growth.
Regionally, Maharashtra continues to be Croma’s largest market, accounting for 25% of water purifier sales, followed by Karnataka at 15% and Gujarat at 12%. Telangana contributes 8%, while Uttar Pradesh and Delhi each represent 6% of the company’s purifier volumes.
Urban centres continue to drive demand, with cities like Pune and Mumbai metropolitan areas leading consumption patterns. Croma reveals that premium retail locations in tier-1 cities are experiencing particularly strong performance, reflecting the purchasing power and health consciousness of urban consumers.
A notable trend identified in the research is the 30% year-over-year growth in under-the-counter (UTC) purifier installations. These discreet systems, which fit neatly under the sink, are increasingly popular as they meet the modern consumer’s demand for minimalist aesthetics and clutter-free kitchen countertops. However, while UTC purifier installations are on the rise in modern kitchen designs, over 95% of customers still buy the standard water purifiers.
Consumers choosing extended warranty plans also climbed, with an average 10% incidence year-round but spiking to 13.4% during FY25’s monsoon season compared to a projected 12.3% in FY26.
“As the rains puts the spotlight on water safety, more families are coming to Croma looking for real answers, not just another appliance. Our experts cut through the jargon and help each customer find what is genuinely right for their home from advanced filtration needs to space-saving designs. We’re proud to be the trusted partner families rely on, especially during seasons like these.” said a spokesperson at Croma-Infiniti Retail Ltd. “Looking ahead, while industry growth is forecast at a 17–18% CAGR, Croma has set an ambitious target of 20–22% CAGR for its water purifier segment in FY26, driven by expansion into tier-2 and tier-3 cities, continued product innovation and strategic retail partnerships.”
