In the land of the Ganges, Yamuna, Narmada, and countless rivers revered since ancient times, access to clean water has paradoxically become one of India’s gravest challenges. Rapid population growth, shifting climate patterns, outdated infrastructure, and unplanned urban sprawl have turned water scarcity into an urgent crisis. Today, in 2024, nearly 70% of India’s water sources are contaminated, impacting more than 160 million people who struggle to access safe drinking water. With groundwater levels depleting faster than they can replenish and rivers polluted beyond potability, the need for adaptable, effective water purification has never been more critical.
For IIT Delhi graduates Gunjan Maheshwari and Raghav Mundra, simply coping with India’s drinking water crisis was not an option. Determined to address the issue at its root, they embarked on a mission to redefine water purification. Entering a market crowded with purifiers packed with gimmicks and superficial features, they recognized a troubling trend: traditional RO systems, while effective at reducing contaminants, are notorious for excessive water wastage, high maintenance costs, and the tendency to strip water of essential minerals. Many consumers also report poor customer service, including delayed responses and hidden fees, which add to the frustration.
With Peore, Maheshwari and Mundra set out to bypass these limitations and deliver an accessible, health-conscious alternative. Their purifiers utilize advanced nanofiltration (NF) technology, reducing water wastage and retaining beneficial minerals—offering a streamlined solution to the real problems consumers face.
Peore’s success has been significantly bolstered by Kumar Anubhav, who heads marketing, PR, brand, performance marketing, and sales. A 3x entrepreneur with experience working with health tech firms, Anubhav has been instrumental in shaping Peore’s innovative brand approach and expanding its reach. Under his leadership, the company’s marketing efforts have been strategically aligned to raise awareness about Peore’s transparent, scientifically-backed approach to water purification.
In addition to innovative technology, Peore stands out for its commitment to consumer education, aiming to build transparency and trust in a crowded, often confusing market. The brand’s website offers extensive educational resources that explain complex terms like Total Dissolved Solids (TDS) and exposes common marketing tactics that some traditional purifier companies use to upsell unnecessary features. By breaking down these concepts, Peore empowers consumers to make informed choices based on science rather than sales gimmicks. This authentic, no-frills approach not only builds credibility but also simplifies the process of choosing a purifier, transforming water purification into a straightforward, scientifically-backed solution.
The impact of this approach is evident: Peore has been able to foster a loyal customer base that values both their transparency and effectiveness. As Maheshwari and Mundra envisioned, Peore is not just another brand but a trusted partner in tackling India’s drinking water challenges.
Peore’s product range is strategically priced to provide accessible solutions for varying water quality needs, offering options that cater to households with different TDS levels without the high costs associated with many traditional purifiers. Starting at around INR 14,000, Peore’s models are positioned competitively, especially when compared to conventional RO systems that often add unnecessary features and inflate prices. By focusing on essential purification technologies, such as nanofiltration, Peore ensures that its purifiers not only conserve water but also come at a lower total cost of ownership over time.
Beyond price, Peore’s transparent approach extends to its maintenance and spare parts policies. Unlike many brands that burden consumers with hidden costs, Peore provides detailed information on the lifespan and costs of spare parts directly on their website, making maintenance predictable and manageable. This openness allows customers to weigh costs and benefits without surprises, reinforcing Peore’s commitment to straightforward, science-backed solutions.
Peore’s Instagram ad campaigns have creatively leveraged memes and relatable humor to appeal to a younger, digital-savvy audience. By using popular meme formats, they connect with consumers in a light-hearted, engaging way while addressing complex water purification issues. These meme-based posts simplify technical topics like TDS levels, water purity, and the drawbacks of traditional RO purifiers, making the information accessible and memorable. This approach has allowed Peore to organically grow its following by resonating with users who enjoy content that’s both informative and entertaining.
With the Indian water purifier market projected to exceed $2 billion by 2029, Peore is well-positioned to capitalize on growing health awareness and demand for quality water solutions. By emphasizing transparency, consumer education, and digital outreach, Peore stands out in a competitive landscape. Their unique approach and straightforward offerings make them a trusted choice for households seeking affordable, effective water purification.
