Urban Company Aims Highest Growth in Water Purifier Segment

New Delhi, Aug 5 (PTI) Home care service provider Urban Company aims to maintain the highest growth in the water purifier segment driven by innovation in the category, a senior official of the company said.

The company has rolled out two new water purifiers, Native M3 and Native M3 Pro, at a starting price of Rs 22,199 and Rs 25,199, respectively.

"As Native gets bigger in terms of water purifier sales, obviously it is going to be hard to maintain that same annualised growth rate just because of a higher base. Our effort here is that by continuing to innovate, can we continue to maintain not the same but at least a high growth rate, the highest in the space, for a few more years to come," Urban Company co-founder and COO, Varun Khaitan said on the sidelines of a new product launch.


The company had launched new products with 3-Year warranty promising no service required in between.

"Even though the product costs are higher and the replacement of the filter will cost Rs 7,000 after three years. Over a period of 9 years, Native owners will need to change filters 2 times by paying Rs 14,000. Other water purifiers need you to at least change the filters once a year, which means 8 filters costing Rs 5,000 each will be replaced. The total cost of Native ownership is far less than other purifiers," Khaitan said.

In FY26, Native recorded Rs 267 crore in revenue from operations, representing 130 per cent year-on-year growth, while Net Transaction Value (NTV) grew 122 per cent year-on-year to Rs 345 crore.

"We shared our latest quarter results very recently and you would have seen Native has seen a 50 per cent growth in revenues from Rs 60 crores Q1'FY26 to Rs 95 crores Q1 FY '27. We do think the M3 and M3 Pro will continue to aid our further growth as well," Khaitan said.