In a market flooded with one-size-fits-all water purifiers, one startup is choosing a radically different approach—personalization through education. Founded in 2021 by Raghav Mundhra, an IIT Delhi alumnus, Peore believes that no two households receive the same quality of water, and therefore, no single purifier can serve all.
With a mission to empower consumers through awareness, Peore is not just selling water purifiers; it’s teaching people how to choose the right one based on what flows through their taps. In a recent conversation with Raghav, we dived into the story behind Peore, the challenges of disrupting a traditional market, and how the brand is building trust drop by drop.
Why Peore?
While talking to Ascendants, Raghav shared how his journey into the water purification industry began—not from a technical background, but from a desire to create something impactful. He noticed that technologies like nanofiltration, though available, weren’t widely used in domestic settings despite offering clear advantages over traditional RO systems.
“Nanofiltration retains essential minerals, wastes far less water, and costs less,” he explained.
Positioned between ultrafiltration and RO in terms of strength, it can even filter seawater and is ideal for areas with very high TDS. For regions with moderate water quality, Raghav highlighted ultrafiltration as a better fit. His key message was clear: “Water purification should be based on the actual quality of water in the area, not just default to RO.” It’s this tailored, need-based approach that continues to guide his company’s mission.
What is a Nanofiltration (NF) purifier?
Nano Filtration Purifier is a type of water purification system that uses a membrane with pores in the nanometer range to remove impurities from water. It is positioned between ultrafiltration and reverse osmosis in terms of pore size and functionality.
Many people assume RO water purifiers are the best choice, but that’s not always true. If your water TDS level is below 1500 ppm, a Nanofiltration (NF) purifier is a better option.
🔹 RO purifiers waste 3-4 liters of water for every liter purified, making them less eco-friendly.
🔹 NF Purifiers Waste 3X Less Water Than RO—it removes harmful contaminants while retaining essential minerals and wasting far less water, anywhere between 500 ml to 1.5 litres for every liter purified.
🔹 NF may not be as popular as RO yet, but it’s the future of water purification. If sustainability and efficiency matter to you, consider NF over RO.
Focus on Consumer Education
Raghav shared with Ascendants how consumer education sits at the very heart of the Peore’s mission. Rather than pushing products through flashy marketing or exaggerated claims, Peore focuses on empowering people with the right knowledge about water quality, purification technologies, and the realities of what’s available in the market.
Through consistent efforts on platforms like YouTube and their blog, Peore breaks down complex topics like TDS levels and in-air water purification into easily understandable content, helping everyday users make informed decisions.
Raghav emphasized that Peore’s approach is not about selling “alkaline” or “copper” water for the sake of trends, but about offering uniform, reliable water quality across all products—regardless of budget. This commitment to education, he believes, is what drives genuine trust and participation from their growing community, creating impact far beyond just product sales.
“All our purifiers come with the same filtration core because we believe water quality should not depend on which model you buy“, shares Raghav.
“At our core, we’re trying to educate people about water quality, TDS, and the right kind of purification technology suited for their homes.” Peore is especially focused on raising awareness about nano filtration (NF), a lesser-known but highly efficient technology that, according to Raghav, is more suitable for over 70% of Indian households where water TDS ranges from 100–1500 ppm. “Most people don’t even know that NF exists as an option,” he added.
Through consistent, jargon-free content shared on platforms like YouTube, Instagram, and their own website, Peore aims to simplify these concepts for the average consumer. This no-gimmick approach, grounded in transparency and trust, is what sets Peore apart in an industry often driven by buzzwords and upselling.
Expansion and Future Plans
Raghav also opened up about the company’s steady and purpose-driven growth, emphasizing how every decision ties back to consumer trust. “We have more than 1,5000 machines installed across India,” he said, “and looking back at where we started, it’s encouraging to see how far we’ve come.”
Unlike many players in the space who prioritize aggressive expansion, Peore has taken a more mindful approach. Their current focus lies in building a strong presence through online marketplaces, where they’re leveraging content—especially multilingual content—to reach and educate a wider audience. “Creating content in different regional languages helps us truly connect with people and explain complex water purification concepts in a way that’s accessible,” Raghav explained.
While offline expansion is definitely on the roadmap, Peore is in no rush. “For us, it’s not just about selling machines in new areas—it’s about making sure we can provide proper service and support there. If we can’t do that, we’d rather wait,” he said. This philosophy reflects the brand’s broader commitment to trust and long-term value over mere volume.
“We don’t want to expand just for the numbers. Every product we place in a household should stand as a promise—not just of clean water, but of reliable service and honest communication.” With this deliberate strategy, Peore is quietly building a foundation not just for business growth, but for lasting impact in the water purifier space.
Certifications
“All our machines are BIS certified,” he noted, referring to the Bureau of Indian Standards, which ensures quality and safety across products in India. “We’ve also earned the trust of BARC (Bhabha Atomic Research Centre), which has been another major milestone for us.”
For a young startup in the highly competitive water purification industry, such certifications add weight to their mission of educating consumers and delivering consistent, high-quality water solutions.
Funding
Raghav Mundra also touched on the financial journey behind Peore, sharing how the company has remained largely bootstrapped while steadily scaling its operations. However, to support early growth and product development, Peore did raise a small amount of debt under the Startup India Seed Fund Scheme. “Through an incubator associated with IIIT Delhi, we secured around ₹50 lakhs in debt funding,” Raghav shared.
As Peore continues to grow, what stands out is not just its technology, but the philosophy leading it—education over gimmicks, trust over numbers, and impact over hype. In a space often dominated by loud claims and flashy upgrades, Peore is quietly redefining how water purification should be approached in India.
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