Luminous Water Technologies in line with their brand Livpure, launched a range of smart products, a bluetooth enabled water purifier and a WiFi enabled air purifier that can be operated using an android mobile app. The company has launched five products, four types of air purifiers inclusive of a car air purifier; the pricing of the air purifier products range from Rs.6000 to Rs. 33,000, the eight stage water purifier is priced at Rs. 20,000. Besides WiFi and mobile app connectivity, the air purifiers can cover areas ranging from 215 to 750 squarefeet, they have a five stage filter process, remove large dust particles, include a perfume dispenser and some even have an aroma therapy option. The bluetooth enabled water purifier has an eight stage purification process, users can set the default time of filling one glass or bottle, they can check the daily water consumption and request for service through the app. “We have already invested around 25 million dollars into the business, specifically in strengthening manufacturing and branding, our overall mission is to reach a touch point of 1000 crores by 2018,” said Navneet Kapoor, Chairman of Livpure. He added that penetration levels were less than 10% in India; however an exponential growth could be seen among younger, environmentally conscious, technologically savvy consumers. The water purifier industry is segmented into different categories, presently the RO based water purifiers from the organized and unorganized sectors are an emerging category selling around 2.5 million products in India every year. However, the air purifier industry is steadily gaining popularity, specifically in metropolitan cities like Delhi and Mumbai where pollution levels are soaring to dangerous levels. Luminous Water Technologies partnership with IIM Ahmedabad’s Centre for Innovation Incubation and Entrepreneurship (CIIE) will see the emergence of the country’s first accelerator to invest in early stage water startups. Currently in the process of identifying the right startups, investments in this space might take place in 2016. The company is currently targeting consumers in the top 50 most polluted cities in India, selling their smart products across e-commerce platforms like Flipkart and across 6000 outlets in India. According to Adarsh Menon, Vice President of Electronics at Flipkart, the tech enabled air and water purifier category is a niche and promising space. “Definitely expecting a lot of traction, especially consumers above the age of 25, specifically those with young children or elderly parents or relatives at home,” said Menon.