Kent RO enters Gulf with Sands International

Kent RO Systems Limited, India’s leading reverse osmosis (RO) water purifier brand, has teamed up with the Dubai-headquartered Sands International to foray into the GCC markets. Sands International offers focused, cutting edge, value-added distribution services to the consumer electronics, Information Technology, home appliances industry segments across the GCC and is also expanding to new regions in Africa and India. Interestingly, Kent RO Systems has also lined up expansion plans into north Africa.

Kent RO System’s move to tap the West Asia markets stemmed from the fact that the demand for water purifiers in the middle east is growing at 7 per cent per annum and the water purifiers market in the middle east region is expected to reach $0.50 billion by 2020, top company officials said.

Significantly, according to a recent research report by Future Market Insights (FMI), the point of use (POU) water purifier market in the West Asia and North Africa is expected to reach $471 million by 2020, driven by strong demand in Saudi Arabia, UAE and other urban markets.

The report also indicates that in UAE alone POU water purifiers market is expected to reach around 149,000 units by 2020, growing at 10 per cent annually.

“There has been a growing demand for effective and affordable water purifying solutions in the region. We plan to utilise our expertise and market experience in India to cater to the growing demands of households in the UAE, Saudi Arabia and the rest of the region. Kent RO, over the years, has become synonyms with purest and tastiest water in India and now with the launch of Kent RO Water Purifiers in UAE, the consumers in UAE can purify their tap water to better than bottled quality water at a press of a button.

The association of brand Kent with Sands International and Lulu Hypermarkets together kick starts a new business era in the Gulf market,” said Mahesh Gupta, chairman, Kent RO System Limited.

The company, at present, manufactures a wide range of water and air purifiers apart from cooking appliances and vacuum cleaners and has emerged as the single largest player in the RO (reverse osmosis) market in India.

It has also patented Mineral RO Technology water purifiers, which are certified by some of world’s leading laboratories including NSF International and Water Quality Association (Gold Seal) of the US.

Kent RO, at present has three manufacturing facilities in India, which together, can currently produce nearly 500,000 units per year. It is in the process of building a fourth manufacturing unit near Delhi with a capital outlay of $15.5 million.

Sharoon Shamsuddin, CEO of Sands International, on his parts, said, “The region offers immense potential for products such as water and air purifiers, especially when the brand assures uncompromised quality.

Kent RO holds 40 per cent of the market share in India and we will work towards achieving a similar result in the GCC market. We are committed to offer the same quality and service standards to our customers in the Gulf region as the brand provides in other global markets.”