SUMMER TRAINING PROJECT REPORT ON CUSTOMER SATISFACTION OF WATER
PURIFIER (AQUAGUARD) EUREKA FORBES PVT. LTD. SUBMITTED FOR THE
PARTIAL FULFILLMENT OF THE REQUIREMENTFOR THE AWARD OF
Masters Of Business AdministrationSUBMITTED BY:
UJJAVAL K. JAIN
UNDER THE GUIDANCE OF:
Ms. Anjali Kedawat
AMITY UNIVERSITY, RAJASTHAN
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Acknowledgement
I would like to take the opportunity to express my deep
gratitude to all those who have been the part of this report in
some way or the other. First and foremost, I would like to thank my
company guide Mr. Tapan Khurana ( Regional head, Marketing), for
his valuable guidance, and for allowing me to work on the topic
that developed my marketing skills, for getting knowledge for my
career growth. I am thankful to my faculty guide Ms. Anjali Kedawat
for her encouragement and timely suggestions which helped me
greatly during the course of this project. I am thankful to Mr.
Ankur Chaturvedi (Area Head- HR) for allowing me to get summer
training in the company for nourishing my career. Im also thankful
to Mr. Avijit Ghatak (DDSM) and all those people in the company for
their suggestion and help during my training that helped me to
complete this project. Last but not least: I would acknowledge my
Family, Relatives and all those at my department and college, Amity
Business School, Amity University Rajasthan who helped me make this
project reality.
Ujjaval K. Jain MBA (General) 3rd semester
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Declaration
I hereby declare that the report which is being present here is
my own work carried out during my training at Eureka Forbes Pvt.
Ltd. In 3rd semester (Session: 2011-2013) for the partial
fulfillment for the award of the degree of the Masters of Business
Administration and has not been presented elsewhere for the
completion of any other course.
Date: Place: Ujjaval K. Jain MBA (General) 3rd semester
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Certificate from Faculty Guide
This is to certify that Ujjaval K. Jain, (bearing enrollment no.
AUR1101046) a student of Masters of Business Administrations
(MBA-General), class of 20112013, Amity Business School, Amity
University Rajasthan has done the summer internship project under
my guidance for the project title Customer satisfaction of
Aquaguard water purifier of Business Administration (MBA) to be
awarded by Amity Business School, Amity University Rajasthan.
Date: Place:
Ms. Anjali Kedawat Faculty Amity Business School Amity
University Rajasthan
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Table of Contents S.no. Page no.
1. Introduction of the company .. 6 Aims ... Eureka Forbes
Institute of Environment 8 9
2. Organization Structure. 10 3. Products. Home Products Vacuum
Cleaners... Water Purifiers. Air Purifiers. Eurovigil Security
Systems Institutional Products... 4. Services.. 5. Group Companies
6. Market Strategies 14
14 17 24 25 28 30 34 35
7. SWOT Analysis 37 8. Competitor Analysis 39 9. Market Scenario
10. PEST Analysis 11. CSR Activities 12. Awards and Achievements.
13. Rationale behind the Study 41 43 44 46 50
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14. Questionnaire used for Survey
52
15. Survey Analysis... 57 16. Recommendation and Conclusion. 71
17. Limitation of the Study.. 72 18. Bibliographic Information.
73
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Eureka Forbes The Organization
Born as a joint venture between the Forbes Group and Electrolux
of Sweden, today it is US$ 302 million multi-product, multi-channel
organization, part of the Shapoorji Pallonji Group and with a
global footprint. Today, it rank amongst India's Most Admired
Consumer Durable Companies and amongst the Best Employers in Asia
and India. A case study at the prestigious Harvard Business School
and one of the Most Admired Knowledge Enterprises in Asia and
India, it has even been featured in the respected Forbes Asia
Magazine.
Eureka Forbes were the first to introduce domestic Water
Purification System (1984)- the Aquaguard model-as well as it
revolutionized the Indian market by introducing products like Home
Cleaning System (1982), and Air Purification System (1994). In
order to introduce these previously unknown products too societally
in which nationwide commercial campaigns were impossibility, the
company had to pioneer another innovation- directing sealing. The
crops of suit- clad Eureka Forbes salesman were the first such in
the country and were tremendous success. They are now- Asias
largest direct selling organization with a 5000 strong direct sales
force touching 1.25 million Indian homes and adding 1,500 customers
daily. Such was the success of Eureka Forbes that Aquaguard has now
become a synonym for water purifier in India, like Xerox for
*photocopying+ Pioneers & leaders in water and air purification
systems, vacuum cleaners and security systems, it introduced direct
selling in India. They are now one of the largest direct selling
companies in the world, cited as a classic direct sales reference
by marketing guru, Philip Kotler, in his famous textbook Marketing
Management. With total employee strength exceeding 10,000 including
an 8000 strong direct sales force, they have operations across 550
plus cities/towns in India. The company has a strong R&D and
manufacturing base including a network of water labs across the
country named Aquachek. Aquamall, a wholly owned subsidiary of EFL,
has the distinction of having Indias first green water purifier
plant. (with LEED India Gold certification), at Dehradun, which is
the jewel in our network of factories. It can manufacture a million
water purifiers of various specifications annually (it has the
largest UV water purifier production capacity in the world),
harness solar energy and harvest rainwater.
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In order to tap global opportunities, Eureka Forbes has tied up
with another giant in the world of direct sales - Lux
International, Switzerland - in a joint venture, Forbes Lux, which
now has a footprint across several countries in Asia, Europe,
Middle East and South America.
Friends for LifeAt Eureka Forbes, the customer has always been
the centrifugal force that guides their business. They aim to
establish a close relationship with all their customers, wherein
they are constantly in touch with them to understand and cater to
their needs. In an endeavor to serve them better, they have
constantly innovated and come up with new products that could
potentially change the way people live today! They have also put in
consolidated efforts to educate all our customers so that they can
change age their old perceptions and practice and follow a
comfortable life style. They firmly believe that a sale is only the
beginning of a relationship - They make special efforts to let the
bonds of friendship endure through service, post purchase training
and a host of other customer care incentives. Each and every
employee at the company strives to make their customers their
'Friends for Life.'
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They sayRelationships have made us reach out to customers in
their homes, transforming the way they purify their drinking water
and the air they breathe, clean their homes and secure their
families so that they lead happier, healthier lives. We have
already welcomed over eight million happy families into our family
which has also encouraged us to provide opportunities for our
people to realize their potential and dreams.
VisionA happy, healthy, safe, pollution free environment built
on trust and lasting relationship with customers.
Mission To built sustainable relationship with customers, as
their Friend for life by satisfying their evolving health, hygiene
and safety, lifestyle need through
Our people Whose entrepreneurial spirit and ambition is fuelled
by the culture of pride , learning, earning, and fun.
Our products and services That reflect innovation, become
quality benchmark and provide real value for money
Our policies and practices That are fair, transparent and
constantly improved to maximize stakeholders satisfaction and
achieve market leadership
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Eureka Forbes Institute of EnvironmentFor years together Eureka
Forbes has become a name synonymous with selling but now they took
a step going beyond selling. It is their firm belief that
unpolluted water & air is the birthright of every Indian and
with this vision they set up the Eureka Forbes Institute of
Environment (EFIE). The institute promotes awareness about
conservation & management of natural water & air resources.
Their endeavours include... Pollution Watch : A tie-up with a
prominent national television channel to telecast air and water
pollution levels in key cities monitored by the Institute Euro
Enviro Quiz : Indias only environment-centric quiz for school
children in association with over 450 schools across India Euro
Ambassadors : Enthusing school children to enkindle the
environmental spark in their homes and neighbourhoods. Rainwater
Harvesting : Enlightening people on how to harness this precious
water source in tandem with local bodies, co-operative societies
and governmental institutions resulting in over 600 million litres
of rainwater being saved till date. Project Jal Amrut has augmented
the water resources in drought prone areas through rainwater
harvesting with the first projects being in Rural Maharashtra. The
Euro School of Environment was set-up to formalize the education
movement and give it a fillip. It began with a course on becoming
eco-friendly citizens and has since enhanced its curriculum.
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Organization structure
Core teamSuresh L Goklaney, Executive Vice Chairman Suresh
Goklaney is the Executive Vice Chairman of Eureka Forbes and
Chairman of its subsidiaries, Aquamall Water Solutions Ltd. and
Forbes Aquamall Ltd. He is also on the Board of Directors of
several companies including Forbes & Company, Lux International
AG, Switzerland one of the worlds oldest direct sales companies,
and Infinite Water Solutions. Suresh has been the architect of
building Eureka Forbes from a single product, single channel
company with a turnover of Rs. 200 mn. in 1987-88 to a multi-
product, multi- channel organization with a turnover in excess of
Rs. 12,000 mn. in 2009-10; over 8 mn. satisfied customers and a
market leader in every segment it operates in. He is the custodian
of 3 Superbrands Eureka Forbes Aquaguard and Euroclean which he is
responsible for building during his tenure with EFL. Suresh
Goklaneys extensive career spans over 4 decades, beginning with a
leading advertising agency followed by successful stints with
Proctor & Gamble and Johnson & Johnson.
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His career with Eureka Forbes Ltd. began in 1987 when he joined
as Vice President, Sales & Marketing. He rapidly transitioned
the Corporate ladder as Executive Vice President - 1990; Joint
President - 1992; Chief Executive Officer - August 1994. He was
elevated to Managing Director - February 1996, Vice Chairman &
Managing Director - March 2007, and is currently Executive Vice
Chairman effective June 2010. Suresh has completed the Advanced
Management Program at Harvard Business School, and has facilitated
Guest Lectures at Harvard, Berkeley, and several leading Indian and
International Business Schools.
Dr. Raman Venkatesh, Sr Vice President - Technology &
Corporate Development In this role, he is responsible for new
product and business development functions, with a specific focus
on bringing new product and technology innovations to the market.
He provides overall leadership to the 18 Aquachek Labs across the
country. He is also a key member of the senior strategy team and
oversees enterprise risk management endeavors. As the head of
corporate development, he is also charged with the identification,
due diligence and deal structuring of M&A opportunities and
corporate strategic alliances. Raman joined Eureka Forbes in
December 2008.
Adi Jehangir Shroff, Chief Information Officer & Sr. Vice
President Adi joined Eureka Forbes in December 2008 as the CIO,
responsible for achieving business success through IT and creating
a successful IT infrastructure and application support. His job
responsibilities include Strategic Planning for meeting current and
future Information & Technology needs, enforcing Security
Policies and Procedures, People Management. He also heads the
Corporate Human Resources and his responsibilities include
cultivating creative leaders, mobilizing for speed and flexibility
and capitalizing on collective intelligence
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Marzin R. Shroff, CEO - Direct Sales & Sr. Vice President
Marketing He is the brand trustee of 3 Superbrands Aquaguard,
Euroclean and Eureka Forbes, and has the task of steering the
largest vertical of Eureka Forbes. His responsibility is thought
leadership, category leadership, and market leadership. Marzin
proactively manages business risks and is responsible for
cultivating best in class talent, along with building strong
leadership and succession plans. Marzin is a Chartered Marketer
from the Chartered Institute of Marketing, UK, and has an MBA in
Marketing.
Aslam A. Karmali, CEO - Consumer Division Aslam joined Eureka
Forbes in May 2006. Aslams role includes providing strategic and
business leadership for Consumer Division vertical which has a fast
track growth. He is responsible for closely monitoring competition
and aggressively growing market share. Aslam proactively manages
business risks. He is also responsible for attaining and retaining
the best in class talent, along with building strong leadership and
succession plans
A V Suresh , CEO of Forbes Professional, EFL, and Executive
Director of Forbes Lux Group A.V. Suresh is the CEO of Forbes
Professional, EFL, and Executive Director of Forbes Lux Group,
Switzerland. AVS has been with Eureka Forbes since December 1988.
As CEO of Forbes Professional AVS has the task of steering the
fastest growing vertical of Eureka Forbes. Additionally AVS leads
Eureka Forbess foray in international markets.
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R. K. Ganguly, Sr. Vice President - Customer Service, CRM &
Region Head (East) Ranjan Ganguly is Senior Vice President,
Customer Service and additionally Region Head (East). Ranjans role
includes providing strategic and business leadership for Service
vertical . He is responsible to innovate services with speed for
customer delight and proactively manage business risks. He is also
responsible for attaining and retaining the best in class talent,
along with building strong leadership and succession plans. Ranjan
has been with Eureka Forbes since 1981.
R.S. Moorthy , Vice President - Finance, Accounts and Logistics
He joined Eureka Forbes in February 1990. Moorthy is responsible
for all the accounting and supply chain activities, including
framing and implementation. He also manages all the treasury and
finance functions for Eureka Forbes. Additionally he also manages
all the international accounting and finance of the International
Division for ASEAN countries.
V. Mathialagan, Vice-President of Direct Sales V. Mathialagan is
the Vice-President of Direct Sales and his responsibilities include
looking after pan India Direct Sales Branch operations at CRCs,
Franchise Direct Operations and Security Systems. Mathi got B.Sc
from St. Josephs College, Bangalore and a postgraduate in Economics
from Bangalore University. He joined Eureka Forbes in 1986. Mathi
started his career as a frontline Eurochamp. Over the years he has
held increasing levels of responsibility, and has been instrumental
in strengthening the Direct Sales business.
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ProductsEureka Forbes Limited has been the pioneer in the field
of Water Purifications Systems, Home Cleaning Systems and Air
Purification systems in India. Eureka Forbes Ltd. revolutionized
the Indian market by introducing products like Home Cleaning System
(1982), Water Purification System (1984) and Air Purification
System (1994). The following are the basic products of Eureka
Forbes Ltd., which has always promised to provide safe and healthy
living. Home Products Institutional Products
Home Products Vacuum Cleaners Water Purifiers Air Purifiers
Eurovigil Security Systems
Vacuum CleanersEureka Forbes vacuum cleaners are available under
two categories: Euroclean and Forbes. Vacuum cleaners can also be
classified as "only dry" OR "wet and dry". These vacuum cleaners
are air pumps which suck up dust and dirt in a dirt bag by creating
partial vacuum. Euroclean PRO
Product Overview Experience allergy - free, clean and spa fresh
home and office always with the magic of Euroclean PRO, 3 in 1
Vacuum cleaner . Its so efficient, it cleans in three different
ways Vacuums - Washes - Steam Sanitizes ensuring even the tiniest
micro - organism or particle of dust has no place in your home and
offices. >> MRP Rs. 24,990/-
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Euroclean STORM
Product Overview Euroclean Storm shoots water at 50 times the
pressure of a conventional hosepipe . With 1700 watts high pressure
cleaning, the Euroclean STORM cleans your walls, vehicles and
gardens effectively, easily and fast. Its high pressure removes the
toughest dirt in seconds and make everything it cleans, shine like
new. MRP Rs. 10,490/
Euroclean IQ - Intelligent Vacuum Cleaner
Product Overview Now experience professional quality cleaning
system in silence, with the Euroclean IQ Vacuum Cleaner. Euroclean
IQ has a brain of its own. It intelligently senses the surface,
selects the cleaning mode automatically and in complete silence.
Come, experience the convenience of silent powerful vacuum cleaning
with Euroclean IQ. >> MRP Rs. 19,990/-
Euroclean Litevac
Product Overview Handy/Stick, 2 way bagless type. >> MRP
Rs. 2,500/-
Euroclean ACE
Product Overview The new Euroclean ACE is equipped with Deep
Cleaning + technology. It extracts the toughest dirt that contains
asthma and allergy causing dust mites, ensuring a clean and healthy
home. >> MRP Rs. 8,990/-
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Euroclean XForce
Product Overview The Euroclean XForce is a new age vacuum
cleaner, which is powerful and truly international in its design.
>> MRP Rs. 8,490/Euroclean Wet & Dry
Product Overview The Euroclean WD equipped with Deep Cleaning +
technology, sucks up all the dirt and dust instantly from floors,
carpets, cupboard tops and other areas. Its unique wet pick-up
sucks the wet spills from floors, sinks, drains etc. >> MRP
Rs. 11,990/-
Euroclean STAR Product Overview Euroclean STAR, mild steel
bodied vacuum cleaner eliminates dust mites, ensuring total
cleaning and total health. >> MRP Rs. 6,990/-
Euroclean Bravo
Product Overview This compact wonder is best suited for a big
cleaning experience. >> MRP Rs. 4,490/-
Euroclean Xtreme
Product Overview The mighty and powerful Xtreme Vacuum cleaner
comes loaded with an array of smart features. Go ahead bring home
the Big performer. Bring home Euroclean Xtreme.
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Water PurifiersEureka Forbes offers water purifiers which help
in removing bacteria, algae, viruses, fungi, suspended particles
etc. from water and make if fit for drinking. It is quite better
than the traditional water purification like filtration and
sedimentation. The purifiers are equipped with E-boiling +, UV+,
RO+ UF+ and SMP+ technologies which help in purification of
water.
Aquaguard UV+RO+UF Aquaguard Total SENSA
Product Overview The Aquaguard Total Sensa is the world's only
purifier equipped with E-boiling +, UV+, RO+ UF+ and SMP+
technologies that can purify any kind of water. No matter where you
live. It's patented BluG technology senses the quality of water.
Then auto selects the best purification technology to purify your
water. SMP+ ensures that the TDS level in your water is constant
and gives you the triple benefit of sweetness, minerals and purity.
Giving you water that's perfectly balanced, with the right amount
of minerals and salts.
>>
MRP Rs. 18,990/Aquaguard Total Protec Plus
Product Overview Aquaguard Total Protec Plus (RO + UV) comes
with a six stage filtration process that ensures the water you
drink is absolutely safe and pure. It not only eliminates bacteria
and virus but also offers you complete protection from new age
contaminants and dreaded heavy metals like lead, arsenic and
mercury It has an increased storage space of 10 liters...it also
incorporates a UV purification system thus ensuring contamination
free water at time of consumption.
>>
MRP Rs. 15,990/-
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Aquaguard Total DUO
Product Overview The revolutionary new RO+UV water purifier
Aquaguard Total Duo, with an advanced 6-stage purification process,
ensures that the water your family drinks is absolutely pure,
absolutely safe. First its RO purification technology eliminates
disease causing Bacteria, Virus, Protozoa, Lead, Pesticides, Heavy
Metals excess TDS and other impurities from your water before it is
stored, making your water pure and sweet. Then its UV technology
automatically purifies the water periodically to prevent
recontamination, and keep it pure and fresh, always.
>> Buy Now for Rs. 16,990/-
Aquaguard UV Aquaguard Enhance UV
Product Overview Aquaguard Enhance UV comes with a six stage
filtration process that ensures the water you drink is absolutely
safe, pure and free from disease causing bacteria, viruses and
protozoa. It offers you complete protection from new age
contaminants and dreaded heavy metals like led, arsenic and mercury
A first amongst UV purifiers.
>>
MRP Rs. 11,990/-
Aquaguard Compact
Product Overview Powered with e-boiling+, an Intelligent Purity
Sensor system and Mineral Preserver system, Aquaguard Compact
removes waterborne disease-causing organisms, impurities and more,
ensuring that the water your child drinks is absolutely pure and
safe. >> MRP Rs. 8,490/-
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Aquaguard VERVE
Product Overview UV water purifier for the Institutional/bulk
segment.
>>
MRP Rs. 7,490/
Aquaguard Hi-Flo
Product Overview Equipped with E-boiling+, an Intelligent Purity
sensor system and Mineral Preserver system, the Hi Flo ensures that
your child drinks only pure, safe water.
>> MRP Rs. 9,490/
Aquaguard Total INFINITI
Product Overview Aquaguard Total INFINITI is powered with the
advanced Intell eboiling+ technology, it's backed by the
state-of-the-art Nano Silver Activated Carbon Block developed in
collaboration with IIT-Chennai. Active Silver Technology uses Nano
Silver to effectively control contamination, bacterial growth as
well as reduce pesticides and lead from your drinking water.
>> MRP Rs. 11,490/-
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Aquaguard Classic Product Overview Powered with e-boiling+
intelligent purity sensor system and mineral preserver system,
Aquaguard Classic removes physical, chemical and water-borne
disease causing bacteria, virus and protozoa from your drinking
water. Aquaguard Total Water Purifiers are the only purifiers in
India that are endorsed by the Indian Medical Association. >>
MRP Rs. 7,990/-
Aquaguard Neo
Product Overview Purity now comes with stunning combination of
form, function and style. The revolutionary Neo water purification
system purifies the water in 3 stages. In the first stage physical
impurities present in the water such as dust, dirt and mud are
strained out through a multi-layered sediment filter. The water
then passes through a Activated Carbon Chamber which reduces color,
odor, organic and chemical impurities. The water is then subjected
to ultra-violet rays e-boil water thus eliminating waterborne
disease-causing bacteria, virus and protozoans. >> MRP Rs.
9,490/-
Aquaguard RO Aquaguard Total ENHANCE
Product Overview Aquaguard Paani ka Doctor presents the all new
Enhance Green RO. The only water purifier that saves 30 % of the
water that flows into it, compared to other RO purifiers. This
Green RO purifier is specially designed for areas where the TDS
level in the water is low. Aquaguard Enhance is also available in
Enhance RO which removes excess TDS and makes the water pure and
sweet, Enhance RO+ which is equipped to handle extremely high level
of TDS. >> MRP Rs. 13,990/-
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Aquaguard Total Reviva
Product Overview Aquaguard Total introduces you to the
revolutionary Reviva. Equipped with Reverse Osmosis Plus, the new
Reviva removes harmful lead, a cause of brain damage, especially in
young children. It also helps protect your family from water-borne
disease-causing bacteria, viruses and protozoa. It also eliminates
harmful disease-causing chemicals like pesticides and more,
ensuring that every drop of water your family drinks is pure and
safe. >> MRP Rs. 12,490/ Aquaguard Ultra
Product Overview Aquaguard Ultra uses Ultra Purification
technology, an advance purification process that filters impurities
even in the molecular range, including bacteria, virus, cysts, etc.
The purifier uses a membrane with 0.01 micron pore size that acts
as a molecular sieve. >> MRP Rs. 5,990/-
AquaSure RO+UVProduct Overview AquaSure RO+UV is an Electric
water purifier with 6 stage enhanced RO+UV purification which gives
you natural sweet taste. >> MRP Rs. 16,999/-
AquaSure Storage AquaSure Amrit with Kitanu Magnet
Product Overview The AquaSure Amrit with Kitanu Magnet is backed
by latest technological innovation to protect your familys health
against water borne diseases caused by bacteria, viruses and cysts.
It has been designed keeping in mind the requirements to provide
you pure and safe drinking water.
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AquaSure Xtra
Product Overview AquaSure Xtra storage water purifier with
advanced technology that kills harmful bacteria and viruses and
gives 100% pure and safe water.
>>
MRP Rs. 1,490/-
AquaSure RO Spring fresh DX
Product Overview Spring fresh DX RO has an elegant design with 5
Stage RO Purification and a storage capacity of 8 Liters.
>>
MRP Rs. 14,999/-
AquaSure Elegant RO
Product Overview AquaSure Elegant RO is an electric water
purifier with advanced technology that kills harmful bacteria &
viruses to give your family 100% pure and safe drinking water.
>>
MRP Rs. 11,599/-
AquaSure Nano RO
Product Overview AquaSure Nano RO has a 5 Stage RO Purification
process which removes the unwanted salts and impurities and gives
only sweet, pure drinking water for your familys good health.
>>
MRP Rs. 9,999/-
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AquaSure UV
AquaSure Crystal
Product Overview AquaSure Crystal UV is a multistage electric
water purifier with advanced technology that kills harmful bacteria
& viruses, giving your family 100% pure and safe drinking
water.
>>
MRP Rs. 8,499/-
Smart UV
Product Overview AquaSure Smart UV is an Electric water purifier
with Quatrz UV Filtration that kills harmful bacteria and Viruses,
giving your family 100% Pure and safe drinking Water.
>>
MRP Rs. 7,499/-
AquaSure Aquaflow Dx
Product Overview Aquasure AquaFlow Dx is a UV multistage
electric water purifier with advanced technology that kills harmful
bacteria & viruses to give your family 100% pure and safe
drinking water.
>>
MRP Rs. 5,999/-
Elite UV Product Overview AquaSure Elite UV is an Electric water
purifier with advanced technology which kills harmful bacteria and
viruses, giving your family pure water and has LCD Display that
gives your kitchen an elegant look.
>>
MRP Rs. 9,499/-
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Air PurifiersEureka Forbes air purifier helps in reducing
contaminants from the air. The contamination can be in the form of
dust, pollen, smoke, odor and feces. These products are beneficial
to allergic and asthmatic patients and can be used in home and
commercial establishments like bars & gyms. Euroair Energie
Product Overview Indoor air purification system for room size
1000 sq ft & commercial establishments like bars, gyms etc.
>> MRP Rs. 20,990/-
Euroair Pureair
Product Overview Euroair Pureair is an efficient car air
purifier. Now drive home good health!
>> MRP Rs. 4,600/-
Euroair O2
Product Overview Euroair O2 is an air purification system which
is ideal for bedrooms sized between 150 200 sq.ft. >> MRP Rs.
6,990/
Euroair Detox
Product Overview Euroair Detox is an indoor purification system
for rooms sized between 400 500 sq. ft. >> MRP Rs.
10,990/-
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Eurovigil Security SystemsEureka Forbes Security systems offer
video door phones which enables you to speak and see your visitors,
before providing them access to your home.
Video Door Phones State of the Art Color Video Door Phone
Product Overview Premium high clarity color video door phone
that enables you to see and speak to your visitors, before granting
them access to the sanctity of your home. This security device
offers amazingly effective security and convenience, since it comes
with a remote door release button (Non standard accessory). This
means that you can open your front door through the indoor unit
installed anywhere in the house!
B/W Video Door Phone
Product Overview Video Door Phone with B/W monitor that enables
you to see and speak to your visitors, before granting them access
to the sanctity of your home.
Video Door Phones
Product Overview Video Door Phone with Color monitor that
enables you to see and speak to your visitors, before granting them
access to the sanctity of your home. This security device offers
amazingly effective security and convenience. Equipped with a
remote door release system.
IAS-Wireless HW 200 Product Overview Powerful, aesthetically
appealing and easy-to-use, it ensures that intruders are kept at
bay. It can be customized to suit your specific security
requirements.
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IAS Wired Fire Alarm Systems
Product Overview Powerful, aesthetically appealing and
easy-to-use, it ensures that intruders are kept at bay and can be
customized to suit your specific security requirements. This system
comprises of a control panel, sensors, detectors and signaling
components that can detect unauthorized movements, forced openings
of doors and windows, breakage of glass, smoke, fire and leakage of
cooking gas.
IAS-Hybrid Panel Security Alarm Systems
Product Overview Designed to integrate seamlessly with multiple
wired and wireless security sensors used in conjunction with each
other. Vista provides you what you really want: simplified
installation, complete protection and convenience that make
electronic security simple.
CCTV
CCTV Camera Systems
Product Overview For surveillance, monitoring and crime
detection.
Access Control Access Control System Product Overview A System
that provides access to authorized persons only and helps keep
intruders at bay. They can record and report which person entered
or left the facility, which doors or areas were accessed while
within the facility and the time when each event occurred.
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Home Automation Systems
Home Automation Systems
Product Overview Lets you manage the inter operation of devices
and subsystems in home to increase Safety, Comfort and
Convenience.
your
Biometric Fingerprint Door Lock Electronic Door Lock
Product Overview The future is here. Never be locked out of your
house or business again. Biometric technology has arrived in the
security industry and we are excited to offer you the innovative
biometric fingerprint door lock. With the fingerprint door lock
you'll be able to keep your keys in your pocket or purse while you
open the door by simply pressing the sensor with your registered
fingerprint. Electronic access is also great for housekeepers and
guests - anyone you'd rather not have a key. Only the person with
authorized access can successfully pass a biometric reader.
Remember that a key, card or number sequence can be passed around
or easily stolen but not your finger.
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Institutional Products Cleaning Equipment Water Purifiers
Cleaning EquipmentCommercial Vacuum Cleaners GU 355 (Dual) GD 10
(Back Pack) Exactract P 25 ZW77SSC ZW35SSC NEW PRO SHAKER
Hardfloor Cleaning and Maintenance City Fant 60 CS 60 CS 110 CS
90 CS 80 CS 130 Tripla 75 Ultra 100 B Flexy 85 B Vispa 35B
High Pressure Cleaners 2 33X C120X T P 3-30 XT
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Industrial Vacuum Cleaners T 100 T M 100 T M 100 3 M 60 T T 75 S
TRI 100 ATEX
Water Purifiers Aquaguard Cooler Cum Purifier Aquaguard Pure
Chill 80 SS Aquaguard Pure Chill 120 PSS Aquaguard Multi functional
Water Purifier RO Aquaguard REVIVA - RO 50 LPH Storage Aquaguard
REVIVA - RO 25 LPH Storage Aquaguard REVIVA - RO 50 LPH Basic
Aquaguard REVIVA - RO 25 LPH Basic Aquaguard 200 Aquaguard 600
Aquaguard Pure chill RO 80 PSS
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ServicesThe fact that Eureka Forbes is an undisputed champion in
the water purifier space hasn't stopped this more than three decade
old brand in expanding its horizon. Institutional services offered
by Eureka Forbes is one prime example of it. Conceived to address
intensive organizational requirements, this unique initiative
targets to serve esteemed and established industrial players.
Forbes Facility ServicesForbes Facility Services started
operations in 2005-06. We, hereby combine EFL's experience to
deliver the professional mechanized housekeeping and other services
for our esteemed customers. We provide a single window for
equipment, maintenance, chemicals and consumables.
Our catering division ensures the food services needs of our
clients within all spheres of hospitality are met with the highest
quality standards.
We have a special ream to take care of the industry needs of
attending to the food service requirements of their huge work
force. Our onsite catering division provides professional catering
services to various industrial clients like Honda Motorcycles,
Steel Strips, Piramal Healthcare, etc.
We offer specially designed corporate catering services for
formal events such as corporate meetings and seminars, which demand
for maintaining a formal and disciplined air with impeccable
arrangement of all the services
Our Hospital Services have been developed to particularly meet
the requirements of Multi Specialty Hospitals, Nursing hostels
where quality service of highest standards is the paramount
objective
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Planning for kitchen from concept to commissioning stage and
prescription of standard service specifications for regular
operation and ensure that the diet order of the menu is produced as
fixed by or ordered by the user.
Regular monitoring of the efficiency of the system by regular on
the spot supervision by the trained managerial staff and constant
interaction with the Dieticians, Doctors and other medical staff
supplemented by obtaining feedbacks from the users and ensure that
the food produced is packed and serviced as per the time
specifications.
We ensue complete compliance to safe and whole sum food to the
patients by following strict adherence to GRAS and HACCP norms. Our
food preparations involves the best of ingredients as per local
availability and requirement.
Our off site catering division has continued its rapid growth in
this competitive sector to provide a wide range of food services to
major prestigious companies. This division has been dedicated to
the provision of services for clients in remote locations. Serving
Oil and Gas, pharma and manufacturing companies, where an onsite
kitchen is not possible.
To serve the requirement of small and medium scale hotels and
guest houses for bringing in a professional approach in the working
of their units and there by provide them a sound base for future
business and expansion, FFSl has developed an award-winning team of
hospitality professionals with a proven track record in creating
and serving truly memorable lodging and boarding facilities
To complete the chain of creating a package for the
institutional clients and also individuals, we have developed a few
restaurant brand concepts. These could be used at the clients
already managed premises or fresh one.
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We have been providing professional mechanized cleaning
solutions to the industry. Our highly trained and supervised staff
uses only state-of-the-art equipment and environment friendly
cleaning products. Our supervisors make frequent on-site visits and
are easily reached on any additional needs.
FFSL manages the operation of laundry services within the client
premises through its workforce of trained personnel who ensure the
task through standard, cleaning materials and equipments.
Forbes Facility Services Pvt. Ltd also provides Maintenance
Services under its Operations & Maintenance division. Forbes
Facility Services Facility Services specializes in helping
customers get the most from their facility maintenance
management.
This is a technology where in the equipment under consideration
is photographed by an infrared camera in order to capture various
temperature gradients across the equipment
Our work processes are designed to provide you with tailor made
solutions for all your outsourcing needs related to maintenance of
equipment. We do this by Providing and maintaining proper &
efficient engineering services at your premises by deploying
sufficient number of trained, experienced and competent technical
personnel. Carrying out day to day activities including operations
and monitoring of Utility services equipment, logging of all
related parameter pertaining to the equipment, initiating necessary
actions depending on the analysis of data. Conducting effective
inventory Management with material requests, raised in advance
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and necessary approvals taken. Maintaining AMCs for some
critical equipment depending on the nature of equipment along with
co ordination & monitoring with the AM contractors. Caring out
all scheduled maintenance required for the upkeep of the
equipment.
Forbes Pro Railway SolutionsForbes Pro Railway Solutions is a
preferred mechanized cleaning services provider for the Indian
Railways. FP Railway Solutions is ISO 9000, 14000 and 18000
certified.
FP Railway Solutions developed innovative service modules to
tackle this dynamic problem by integrating facility management and
hygiene services. This process was realized by leveraging EFLs vast
world class in-house expertise, technology and execution in the
field. The modules include Clean Train Station (En-route Cleaning),
Intensive Mechanized Coach Cleaning at Depots, Railway Platform
Cleaning, Railway Depot Premises Cleaning, Railway Track Cleaning
and On Board House Keeping Services (OBHS). Through the optimal use
and management of manpower and mechanized machines, FP Railway
Solutions ensures on-time execution of services, reducing precious
halt time. FP Railway Solutions has cleaned over 35lakh coaches
under the Clean Train Station Scheme and over 15lakh under its
Mechanized Coach Cleaning scheme, a total of 90lakh man hours of
experience.
Forbes Pro Water SolutionsTaking the mission of Eureka Forbes
beyond drinking water, Forbes Pro Water Projects was established to
offer packaged and customized, total water and waste water
treatment solutions. These solutions are membrane based, or based
on other cutting-edge technologies, and they all deliver treated
water suitable for diverse water utilization purposes and
Industrial process requirements. Complementing Forbes Pro's
world-class solutions are Desalination Plants, Effluent Treatment
Plants, Membrane Filtration, Sewage Treatment Plants, Zero
Discharge Plants and other such systems.
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Group CompaniesSP Group140 years ago, Mumbai was largely an
uninhabited cluster of islands. To fulfill the water supply needs
of the city a reservoir was built, in the famous Malabar Hills. Not
only did the reservoir sustain the needs of Mumbai for the next 100
years, it also witnessed the growth of Mumbai as the Commercial
Capital of India. The reservoir was built by a Littlewood Pallonji
& Co., which today is Shapoorji Pallonji Co. & Ltd. one of
the leading construction giants in India and abroad.
Aquamall Water Solutions Ltd.Aquamall Water Solutions Ltd. came
into existence more than two decades ago to partner with Eureka
Forbes Ltd. in its quest to bring pure, safe drinking water to the
Indian market. A wholly owned subsidiary of the company. The
pioneer of water purification manufacturing in India and now a
virtual a one stop shop for point-of-consumption water purification
systems, we have a vision of becoming the most preferred global
source of water purification systems.
Forbes Pro SolutionsForbes Pro Solutions is a part of Eureka
Forbes Limited, your one stop shop for Mechanized cleaning
solutions, Safe drinking water, Facility management and Hospitality
concepts , Water & Waste water treatment plans & Railway
solutions.
Forbes LuxThe Forbes and Lux Groups joined hands in their
expansion world over and laid the foundation for the Forbes Lux
Group with its headquarters in Switzerland. The new company with a
50:50 shareholding between both companies, aims to develop direct
sales operations around the world, operating with two strong
brands, Forbes and Lux.
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Market StrategiesEureka Forbes - Starting From The Scratch
Eureka Forbes followed the globally 'tried and tested' direct
selling route for marketing its products in India, thus becoming
one of the first direct selling companies in India. Vacuum cleaners
and water purifiers were rather new concepts for Indian consumers,
who had till then followed only the traditional methods of cleaning
and filtering. Therefore, Eureka Forbes had to first establish the
concept of vacuum cleaners and water purifiers in India before it
could sell 'Eureka' as a brand. The company believed that its core
strength was its people. It employed dynamic, highly motivated
individuals, called 'Eurochamps,' who projected the image of 'The
friendly man from Eureka Forbes.' Thus, for the average Indian
consumer, Eureka Forbes became synonymous with the smartly dressed
salesman who came to their houses and cleaned up things in a jiffy
or showed how air/water purifiers were indispensable. Eurochamps
initially targeted the metros but soon began visiting smaller
cities and towns also...
Strategies Adopted That Have Made Eureka Forbes A Popular Brand
Name1. Direct Marketing EFL was the first to introduce water
purifiers and vacuum systems into the Indian homes. As these
products were unknown to the Indian market, therefore advertising
campaigns were impossible. Hence EFL chose the less traveled direct
selling route. Direct method is a method that aims at establishing
a direct connection with the potential customers and cultivates a
lasting relationship. EFL was the first company to venture into the
same and now is Asias largest direct selling organization.
2. Advertisement Campaigns Many companies, while selling a new
product in the market find that sales cannot be sustained without
constant advertising. Sales charts always show a meteoric rise
post-advertising burst. Eureka Forbes often runs advertisements on
different channels over the year to sustain the brand awareness and
ensure that the consumers are exposed to the brand.
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3. Dedicated Service Help-line Eureka Forbes has over 1000
service centers in all major cities in India with more than5000
trained service technicians. Theirs is the largest After Sales net
work in India. Yes, we have a dedicated 24 hours single number
access help line in 8 major cities.
4 Ps (Marketing mix) Producta) Easily available nation wide b)
Easy to handle c) Multiple products launched for each product
type
Pricea) product price range divided into four segments to target
different audiences b) Low cost to maintenance and consumable c)
Best prices offered when compared to other competitors
Promotiona) Active subscription immediately b) Right time
installation of products c) Property repair service against paid
AMCs d) Service during contract period
Placea) Urban educated India that cares for their family b) Area
prone to diseases c) Strategically chosen locations for catching
the eye of potential customers d) Various stalls near market places
food bazaars.
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SWOT AnalysisStrengthsIts Brand Name. Eureka Forbes has its own
Brand Image. The name of its water purifier Aquaguard has become
synonymous for the water purifiers and whenever we think about
water purifier name Aquaguard comes to our mind. EFL is Asias
largest direct selling company. It has 7000 dedicated, motivated
workforce. On the strength of this company is able to achieve its
mission and goals. The technologies, company using are world class
technology. Their R & D department is continuously engaged in
innovations for providing best products regularly in changing
environment. For example in vacuum clean category they have brought
fullyautomated cleaner, which is the Asias1st fully automated
cleaner. EFL has one of best training facilities for their
employees. And the company is 5 times winner of Most Admired
Knowledge Enterprise. The company has Unique compensation plan
named as Bettering the Best, which is stage based incentive scheme.
In this scheme more thrust has been given for efforts and not on
actual sales. It is an open and democratic organization.
Organization has a scheme for getting feedback from staff in
regular intervals.
WeaknessEarlier there were very few players in the market and
customers had limited options. But nowa-days numbers of players in
the market are increasing day-by-day. Therefore, various options
are available with the customers. Very few people like a marketing
to knock their door. Because they are often cheated by low profile
companies and their bogus products. This has become negative for
the company as companys 75% sale is done through this channel only.
Attrition is another major issue and like other industry EFL is
also facing the same. Product Life Cycle (PLC) is on declining
stage. Some of the companys product not gets sufficient market
penetration. Demand of Domestic Vacuum cleaner is in declining
stage.
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OpportunitiesTill now EFL has concentrated its business in
Semi-urban, Urban and Metro areas. But, 68% of population lives in
rural area, which is not touched by the company. There is ample
opportunity for the company to expand its business to rural country
to sale especially low cost purifiers and cleaners. Company is
known for taking challenge by introducing new products. Company has
given trust on R & D for innovations and providing world class
product to people. But still more effort required to introduce
product like Robocleanz and also to fill the portfolio gap. The
position of safe drinking water in the country in not well. 80% of
the diseases are water born diseases. This is an opportunity for
the company to educate the people for the use of their product. In
India only 8%of the people use water purifier. And therefore, it is
an opportunity for the company to expand their business to rest of
the population. Till two year back companys product price was not
in range of lower middle income group and lower income group. The
success of low cost purifiers from HUL has given a lesson for
company that there is huge demand of low cost purifier and company
has great opportunity in low cost products.
ThreatsWhen company entered entered into the market there was no
competitor in the market. But now-a-days no of competitors are
increasing day by day and for company it has become tough to
maintain its market share. Three years back Hindustan Unilever
Limited (HUL) launched storage based water purifier. Time Company
gained 50% market share in storage based water purifiers. This has
become one of the major threats for the company. Higher Income
Group is shifting fast for the use of bottled drinking water. Now
people have become choosier and are more aware. Living standards of
life is also improving. Therefore, customers are searching products
as per their requirement.
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Competitor analysisTo start with, Eureka Forbes did not have any
completion for years together. Some of the companies which started
marketing these products fell by the wayside. It was only after
2005 that competition heated up with the arrival of players such as
Kent, Hindustan Unilever, Philips and Tata group. Kent positioned
most of their products across the high end segment in RO, UV, and
UF . They also unleashed a blitzkrieg campaign across television
channels using Actress Hema malini as their brand ambassador. They
have been successful in wresting 32% market share in RO type
purifiers and 25% in UV type .Unilever had the advantage of being
the first mover in low cost storage purifier market. They also used
a direct marketing strategy to capture more than 50% in this
segment. Tata has also launched their low cost models starting from
as low as Rs 700 in this segment so as to capture the vast
potential market of lower income groups. Kent, Okaya, Pureit,
Swach, Kent grand, Philips intellegent, Whirlpool Pure Fresh,
Jaipan, GenPure R.O System, Kenstar water purifier are the main
competitors for the Aquaguard. Kent launched its new product Tap
Guard priced at Rs 2,300 two months ago. Tap Guard is specially
devised to fit into taps and provide safe water even for kitchen
and washing purpose. Okaya is also planning big. It has set up a
state-of-the-art manufacturing plant in Himachal Pradesh with an
investment of Rs 72 crore and an overall initial investment of Rs
234 crore. Rajesh Gupta, CEO, Okaya Power, says the company will
come up with five new models in the next three months two in the RO
and three in the offline segment, which would be priced at less
than Rs 1000. The company is targeting about 50,000 outlets through
470 distributors across the country in six months. HULs Pureit,
launched nationally in April 2008 and positioned as water as safe
as boiled, started off by targeting the lower end of the market
with price points of Rs 3200 and Rs 1,000. It went up the value
chain recently with Marvella priced at Rs 6900 a fully automatic
water purifier which does not need running water or electricity and
by automatically filling itself.
According to Economic Times Competition hots up in water
purifier businessJul 4, 2012 Local players at their end are betting
on a wider consumer base through products across diverse price
points to handle competition. Market watchers say the strategy is
justified by the fact that demand is growing faster in smaller
towns and cities as compared to the metros. FMCG major Hindustan
Unilever ( HUL) recently entered into the premium segment with the
launch of Pureit Marvella RO. The company has products from Rs 900
to over Rs 13,000. Tata's Swach sells product priced as low as Rs
499. Despite more than 85% of sales coming from the
40 | P a g e
premium segment, Kent RO Systems has a "growing percentage" of
its demand coming from tier II and tier III towns. Despite smaller
players joining the fray, experts say it would not be easy to take
on market leaders like Eureka Forbes, who are increasingly banking
on innovation as a key differentiator. Eureka Forbes has a turnover
of Rs 750 crore in the water purifier segment. It recently
partnered with Water Security Corporation, an American start-up to
launch a low-cost purifier and is scouting for firms to partner
with to enhance technical innovations. "We are constantly working
on technology for new product offerings. Challenge, however, is the
after sales service," said Marzin Shroff, CEO, direct sales, and
senior V-P, marketing, Eureka Forbes. The company employs 5,000
people to provide services. Eureka Forbes has always been in the
headlines for its success, it is always ahead of its competitors.
Following highlights proves it a market leader. Eureka Forbes has
been awarded with the Platinum Award in the Readers Digest Trusted
Brand 2012 Survey: India, in the category of Household Products for
both Aquaguard & Euroclean. Business Superbrand 2009, 10, 11:-
Aquaguard and Euroclean being elevated yet again to the status of
Superbrands, confirming their undoubted leadership of their
respective categories. This is the third time in a row that this
prestigious status has been conferred on Aquaguard and the second
time on Euroclean.
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Market ScenarioWater PurifiersThe Rs 1,500 crore water purifier
market, growing at an annual 15-20%. The domestic water
purification industry offers three types of water purification
technology reverse osmosis (RO), ultra violet (UV) and offline or
storage water purifiers. While Eureka Forbes Aquaguard and Kent
Mineral RO are the key players in the RO segment, they also operate
in the UV and storage category along with others like HULs Pureit
and Tatas Swach. The market leader of course is Eureka Forbes brand
Aquaguard with 57 per cent share in the RO, 75 per cent in UV and
20 per cent in the storage category. Overall, it has 54 per cent
share in the industry.
46% 54%
Eureka Forbes Others
Overall Market Share of Eureka Forbes
In RO, its brands are Aquaguard Reviva (Rs 9,990), Aquaguard
Protec (Rs 13,500) and Aquaguard Sensa. In storage purifier, it
operates with Aquasure (Rs 1,300-1,400) and in UV, with Aquaguard
Classic priced at Rs 7,390 and Aquaguard Infinity priced at Rs
9,590.
Vacuum CleanersIndian vacuum cleaner market is worth around 120
crores , The company currently sells 16 brands in the vacuum
cleaner segment, including a robotic one, Euroclean Robocleanz,
which cleans the dust on its own. Eureka Forbes holds 90 percent
market share in this segment.
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Market Share 10%Euroclean Others
90%
Euroclean Market Share
Eureka Forbes said that it is targeting one-third of its
revenues from the vacuum cleaner business by the turn of 2014. "The
vacuum cleaner business currently contributes to 25 per cent of our
revenues. We would like that to grow to 33 per cent by 2014,
because that is definitely a thrust area for our business," Eureka
Forbes Chief Executive Officer for Direct Sales and Senior
Marketing Vicepresident Marzin R Shroff told PTI.
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PEST AnalysisPolitical FactorsEvery time Government was talking
about providing pure drinking water to common man. So, any plan was
also introduced. But result was not encouraging and only 5 to 6%
population was getting safe water. Therefore, it was Government
failure to provide minimum needs of the people. As there was no
concrete plan to provide health and hygienic atmosphere in the
society. Therefore spending on this front was far below than
requirement.
Economic EnvironmentAt the time of introduction of the company
India was in development stage. Infrastructure condition was not up
to the required levels. As India was in Development stage middle
income group was expanding. They were in a position to spend on
their basic needs. Also they were able to spend some %age of their
income in luxurious items to gain social status Unemployment was in
alarming situation at that time. %age of unemployed youth was
increasing. This was a ideal situation for a company for getting
qualified and cheap labor required.
Social EnvironmentOnly 5 to 6% population in India was getting
safe water. This was due to lack of proper infrastructure
facilities. Growth rate at that time was high. And population was
rising towards undesirable level. And therefore proper plan for
cleaning water and hygienic condition was required to prevent from
further worsening the problem. Unsafe water is the causing 80% of
the diseases and in every one minute 5 deaths was occurring due to
water born diseases. Literacy rate was increasing in the country.
And therefore, people were becoming more conscious regarding and
their health problems. Per capita income was increasing resulting
rise in standards of living. And middle-income group was increasing
vastly.
Technological FactorsTechnologically India was not a good
position. And in most of cases we were dependent on developed
nation. EFL was not an exception. Because they were planning for
complete new product for India, suitable technology was required.
For this they collaborated with Electrolux of Sweden, which was a
well known company in world.
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Corporate Social ResponsibilityEuroAbleEuroAble is Indias first
state-of-the-art call centre manned & operated by people with
special needs. The centre is a 5000 square feet facility at NASEOH
(National Society for Equal Opportunities for the Handicapped) in
Chembur, a Mumbai suburb and has been specially designed for needs
of the differently-abled. The main area of operation is a large
hall which has over 90 work stations, including 10 exclusively for
people in wheelchairs. Care has been taken to ensure easy mobility.
The workstations are roomy, a foot longer than the standard.
Moreover there is enough space all around to allow easy access, by
both wheelchair and crutches. The desktop computers have also been
specially designed with all the controls on top, so employees dont
have to reach down. The EuroAble employees were taken through a
carefully planned training programme which involved sharpening
their communication skills, special coaching in English, voice
modulation and a thorough familiarization with all Eureka products.
At present, 80 employees work in 3 different shifts throughout the
day. Soon the call centre will employ 140 people and will cater to
about 20,000 customer calls in a day.
Installation of Water Purifiers when Mumbai was submergedOur
zeal of being Friends for Life is not restricted to just our
customers. Corporate Social Responsibility has always been an
integral part of Eureka Forbes. Over a period of 30 years we have
been undertaking CSR programs across the country. Be it setting up
of recreational Parks for the elderly or installing free water
purification systems in times of calamities, we have actively
contributed towards the welfare of the society. On July 26th, when
Mumbai was submerged due to exceptionally heavy rains we installed
Water Purification Units across Mumbai to provide safe drinking
water to the affected people.
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Water Purifiers installations during TsunamiOn 26th Dec, when
Tamil Nadu was faced with the devastation caused by the tsunami, we
installed high capacity water purification systems in 30 locations.
Eureka Forbes Actively worked with a Leading NGOWorld Vision in
this effort.
Jagrut Mumbaikar ProgramOn November 27, 2008, the day after the
Mumbai terror attacks, we installed four water purifications units
at St. George Hospital, Mumbai to provide safe drinking to victims
and their families. Our Jagrut Mumbaikar Programme, in association
with the Mumbai Police and Mumbai Fire Brigade is focused on
showing citizens and co-operative societies how to safeguard their
living environment. Mumbaikars actively participated in the program
which is the first of its kind.
Diwali celebrations with the senior citizensAs a part of our
active community service we have also undertaken the work of
creating community parks made especially for the senior citizens.
Diwali celebrations were held with the senior citizens of Shivaji
Park Nana Nani Park, Mumbai.
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Awards and Achievements Readers Digest Trusted Brand 2012Eureka
Forbes has been awarded with the Platinum Award in the Readers
Digest Trusted Brand 2012 Survey: India, in the category of
Household Products for both Aquaguard & Euroclean.
Limca : Book of Records - National Record 2012Eureka Forbes,
well-known for their water filters and vacuum cleaners made the
largest corporate flag 40 ft X 10 ft called "Flag of Happiness and
Friendship" unveiled at Marriot Convention Center in Pune on April
6, 2011.
Business Superbrand 2011 Internet Digital Media Awards - Best
use of Technology Eureka Forbes receives the "Best use of
Technology" Award for AdRoi Marketing Sciences innovation with
Aquagaurd "Paani ka Doctor"
Business Continuity Institute Special Recognition Award, 2010The
Business Continuity Institute has conferred a "Special Recognition
award" to Eureka Forbes for efforts in Business Continuity and
Disaster Management.
UNESCO Water Digest Award, 2009-10 Super Brand Aquaguard,
2009-10 Aquaguard and Euroclean being elevated yet again to the
status of Superbrands, confirming their undoubted leadership of
their respective categories. This is the third time in a row that
this prestigious status has been conferred on Aquaguard and the
second time on Euroclean.
The Frost & Sullivan Environment Excellence Awards, 2009
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Eureka Forbes serves as case study to Harvard studentsEureka
Forbes, about 6 years ago became the subject of a new case study at
Harvard Business School. At Harvard Business Schools picturesque
campus on the banks of the Charles River in Cambridge,
Massachusetts, students will now learn how a home appliances
company became a household name in India, introducing products once
considered impractical for the market. Professor Narayan Das, who
authored the case study on Eureka Forbes Limited, says the success
of its direct selling strategy in India is equally relevant to
students here.
Also.. Aquaguard Total Water Purifiers are the only purifiers in
India that are endorsed by the Indian Medical Association.
Aquaguard is certified by the Indian Medical Association (IMA), the
only representative national voluntary organization of doctors with
more than 1,78,000 members.
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Recent HappeningsAccording to a cover story by Outlook business
India, titled Top 25 Best Employers 25 Companies that kept
employees smiling even in the slowdown Eureka Forbes made itself at
7th position. At Eureka Forbes, employees who have put in two years
in the company are eligible to contest an in-house election for
councillors and senators. In 2008, 270 candidates contested for 56
seats (42 councillors and 14 senators); they even drafted their own
manifestos, and articulated plans to develop their constituencies.
All employees cast their votes through a secret ballot to elect the
house of Eurochamps. Councillors meet once a month, the senate once
a quarter, to address employee issues. The idea is to ensure the
voice of our people is heard in the decisionmaking process, says
Suresh Goklaney, Vice-Chairman & Managing Director, Eureka
Forbes: The concept has helped us eliminate barriers in the flow of
knowledge and communication across hierarchies. For a
direct-selling company like Eureka Forbes, employees are its single
biggest asset. The company looks to take people with average
educational qualifications and turn them into performers through a
mix of training and performance-based incentives. The company runs
an induction programme for newcomers and a refresher course for
front-line employees.
TIE UPSEureka Forbes tied up with Narsee Monjee Institute of
Management In 2000, Eureka Forbes tied up with Narsee Monjee
Institute of Management and Higher Studies, and floated an academy
to offer management diploma courses to its employees. The academy
is still active. The company is now planning to team up with
premier B-Schools to codevelop sales-centric training programmes.
Eureka Forbes ties up with GE for clean water Eureka Forbes, is
tied up with US infrastructure major GE Water for the expansion of
its water filter business.
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MilestonesIn a short span of its inception, Eureka Forbes
Institute of Environment (EFIF) has achieved some major milestones,
like
Tie up with NDTV
EFIE generates and supplies data to NDTV for an on screen plug
which is then produced into Report by NDTV and supplied to Star
News for a fee, who in turn telecasts the same Report to the cable
owners for a change. The result of this consequent with NDTV has
been That there was a debate in Delhi on CNG application resulting
In to formation of new rules. Various school children have taken an
oath to not buy or burn firecrackers. There has also been a good
amount of change in the attitude of the Government Pollution
Boards, which was earlier skeptical, but now, has become more
lenient and cooperative.
Pollution watch Tests have been carried out in various cities
Across India such as.. Delhi, Kolkata, Mumbai, Chennai, Bangalore,
Ahmedabad, Hyderabad, Guwahati, Lucknow, Chandigarh.
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Rationale behind the StudyCustomer satisfaction, a term
frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer
expectation. The objective of the study is to analyze the Customer
satisfaction of Eureka Forbess product Aquaguard and the services
delivered by company to ascertain the performance of the companys
product and services and its position in competitive marketplace.
Customer satisfaction is the measurement of "the number of
customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals." Customer satisfaction is
very useful in managing and monitoring their businesses. It is seen
as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of
business strategy. "Customer satisfaction provides a leading
indicator of consumer purchase intentions and loyalty.
Methodology used for the StudyI chose Market Research to be an
effective tool for analyzing the customer satisfaction of
Aquaguard. Usually it is said that if marketing would be a train,
than market research would be the locomotive. In other words,
market research should ideally be the starting point on any
marketing exercise. Conducting any marketing exercise- is it
related to pricing, promotion or distribution of a product or
service. Without researching the potential market is as sensible as
setting out sell sand in the Sahara Desert. Market research
provides the answers to all the questions that generally occupy the
minds of marketers, at every stage of the marketing process.
Sources of dataTwo types of data helped in the completion of the
project. Primary data Primary data has been collected in two ways
through survey. About 100 people participated in the survey. One
way, the data is collected from the Residents of Jaipur through one
to one interaction with the people, simultaneously the survey was
conducted online to involve the people outside Jaipur.
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Secondary Data The information about companys Background, its
products and services and key people is collected through companys
website www.eurekaforbes.com. Other information such as, current
market share, competitive strength, achievements, companys
subsidiary , group companies etc. are collected from the websites,
www.spgroup.co.in,http://en.wikipedia.org,
www.euroforbesinternational.com, www.forbesfacility.com,
www.icmrindia.org, http://business.outlookindia.com,
www.moneycontrol.com, etc.
Sampling technique usedJudgmental sampling is the most
appropriate for the project, as only the customers who are using
the Aquaguard or Aquasure can be the sample for the study.
Judgmental sampling is one where the researcher chooses the sample
based on who they think would be appropriate for the study.
Data collection methodQuestionnaire method seemed most
satisfactory for collecting information from the people. data is
collected by personally interviewing individuals, recording their
answers in a structured questionnaire. A set of questions having
different segments such as Product Performance, Service, Perception
etc. formed the questionnaire. Scaling techniques used for
preparing questions Generally the questions were designed with the
Likert Scale, where the degree of options for the answer ranging
from lowest to highest or vice-versa, with each option associated
with a brief description. An example of the Likert scale is given
below: Q. Rate the Performance of the TITANIC movie. a. Excellent
b. Good c. Average d. Poor e. Bad In other questions direct choices
were given, appropriate to the best possible answers.
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Questionnaire used for surveyCUSTOMER SATISFACTION OF WATER
PURIFIER Personal Profile Name: Age Phone No.:
Address: . Annual Income : A ) Below 2 lakh, B) 2-3 lakh, C) 3-4
lakh,
D) 4-5 lakh,
E) Above 5 lakh
Q1. Have you heard about Eureka Forbes brands before purchasing
it? A. Yes B. No Q2. How do you know about Eureka Forbes
brand/product? A. TV. Ad B. Print Media C. Internet D.
People/friends E. others _____________ Q3. Who recommended Eureka
Forbes product? A. Family friend B. Employee of EFL C.
Other___________ Q4. On the price of your water purifier? A.
Affordable B. High C. Should be Revised
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Q5. While buying any water purifier what comes to in your mind?
A. Price B. Health & Safety C. Statics D. All above
PerformanceQ6. How will you rate product Compared other products
of other companies. (Philips, kent, pure it, Aqua sure, Uniliver)?
A. Much better B. Better C. Same D. Worst Q7. How will you rate the
performance of the water purifier? A. B. C. D. E. 5 4 3 2 1 (Very
good) (Good) (Average) (Poor) (Bad)
Q8. How many times it required services? Ans. ________________
Q9. How satisfied are you with the service received? A. Very
Satisfied B. Satisfied C. Neutral D. Dissatisfied E. Very
dissatisfied
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Q10. Rate the technician knowledge on the scale of 1 to 5. A. B.
C. D. E. 1 2 3 4 5
Q11. Do you face inconvenience while using this product? A. Yes
B. No (If yes, then please suggest what measures do you think it
will help us to improve?)
AMC (Annual Maintenance Contract)Q12. Have you taken Eureka
Forbes AMC? A. Yes B. No Q13. Are you satisfied with AMC amount? A.
Yes B. No Q14. How many times youve received the service under AMC?
Ans.________________ Q15. Are you satisfied with the services under
AMC?A. Yes B. No
Customer AssistanceQ16. Have you heard of Eureka Forbes helpline
no. 39883333? A. Yes B. No Q17. Have you ever called on this no.?
A. Yes B. No
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Q18. In how much time call was answered? Ans_______________ Q19.
Was your complaint resolved? A. Yes B. Yes, but not completely C.
No Q20. Was the person on the helpline no./Eureka Forbes office
helpful ? A. Yes B. No
Product Satisfaction & PerceptionQ21. Would you recommend
Aquaguard product to your friend/ family because of services? A.
Yes B. No Q22. Would you buy another Eureka Forbes product? A. Yes
B. No Q23. Your Perception about Eureka Forbes before and after
purchasing the product. A. Changed positively B. Remained same C.
Changed negatively Q24. What is most admirable in Eureka Forbes ?
A. B. C. D. E. Technique Approach Product Services All above
Q25. How satisfied are you with Eureka Forbes brand and
products? A. B. C. D. E. Very satisfied Satisfied Neutral
Dissatisfied Very dissatisfied
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Q26. Your opinion and suggestion about the Eureka Forbes brand
and its product.
Areas that dominated the formation of Questionnaire
General awareness of the Brand and Products
Product Performance
Price
Services
Annual Maintenance Contract
Customer Assistance
Brand and Product Perception
Brand and Product Satisfaction
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Survey AnalysisQ1. Have you heard about Eureka Forbes brands
before purchasing Aquaguard?
Objective: To measure the awareness of the Eureka Forbes brand.
Result:
8%Yes No
92%
Responses Yes No78 7
A very high majority of the people said that they were aware of
the Brand name Eureka Forbes before purchasing Aquaguard. It
clearly indicates that Eureka Forbes is a very well known Brand in
the market. Q2. How do you know about Eureka Forbes brand/product?
Object: To know about the information media which is most effective
in communicating information to the people. Result:
21% TV 4% 75% Print Media People / Friends
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TV Print Media People/Friend
Responses 64 3 18
About 75% People said that TV is the most effective medium for
getting information about the Brand and its Products. Only a small
percentage of people said that they saw any ad of the Eureka Forbes
in the newspaper/ magazines etc.
Q3. Who recommended Eureka Forbes product? Object: To ascertain
the way that made customers to think about Aquaguard and made them
to buy it. Result :
25% Family Friend Employee of EFL 10% 65% Other
Family Friend Employee of EFL Other
Responses 55 9 21
Most of the people said that their family friend who was either
using the Aquaguard or Heard about it before told them to buy it.
25% people said that they bought it either without any
recommendation or with the suggestion of people other than their
family. Only 10% people said that EFL employee recommended
Aquaguard. Companys employees should also focus on the
customers.
Q4. On the price of your water purifier?
Object: To measure whether the Aquaguard is priced high or is
affordable.
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Result:
28% 7%
Affordable High 65% Should be revised
Responses Affordable 56 High 6 Should be revised 24 On asking
about the price, majority of the people said that Aquaguard is in
their budget, and is affordable. And 28% people felt that there
should be some changes in the price of the Aquaguard. Only a very
small percentage of the people felt that Aquaguard is priced high,
but most of the people are okay with the price.
Q5. While buying any water purifier what comes to in your mind?
Object : To understand what, in water purifiers, matters for them.
Result :
Health and safety 42% 58% All ( Health & safety, Price,
Statics)
Responses Health & safety 56 All (H&S, Price, Statics) 6
Most of the people said that they would consider all the factors
including safety and price. And unanimously, all considered Health
and Safety as their first priority.
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Q6. How will you rate product Compared other products of other
companies. (Philips, kent, pure it, Aqua sure, Uniliver)? Object :
To measure the position of Aquaguard among other water purifiers in
the market. Result :
39% 61%
Better Same
About 61% users believe that Aquaguard is better than other
water purifier brands in market. On the other hand, 39% users felt
that there is no difference in the performance of Aquaguard and
other water purifiers, it is same as other products.
Q7. How will you rate the performance of the water purifier?
Object : To ascertain the performance of Aquaguard and value of
money paid for it. Result :
4% 7% 21% Very Good Good Average 68% Poor
Very good Good Average Poor
Response 6 58 18 3
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A very large percentage of the users reviewed the Aquaguard
Good, it gave good value of money to the customers. Only 7% users
felt that its very good. 21% of the users said that its performance
average. Its a very good sign for the company that large no. of
users are satisfied with Aquaguards performance.
Q8. How many times it required services? Object: Another measure
of the performance of the Aquaguard. Result:
15, 18% 4, 5%
6, 7%
1 2 3 36, 42% 4 More than 4
24, 28%
1 2 3 4 More than 4
Response 6 36 24 4 15
Different percentages of people have required different no. of
time services. Almost 42% people required 2 times services and 28%
people required it for 3 times since the time they got installed
Aquaguard in their home. This is a normal service requirement for
water purifiers. Only 18% people reported service more than 4
times, it is a very rare case but cant be ignored.
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Q9. How satisfied are you with the service received? Object: To
measure the satisfaction level of the users after receiving the
services.
Result:2% 2% 21% 11% Very Satisfied Satisfied Neutral
Dissatisfied Very dissatisfied 64%
Again, a large number of respondents seemed satisfied from the
service they received, only 24% people were dissatisfied from the
service and rest varied from neutral performance to very
satisfied.
Q10. Rate the technician knowledge on the scale of 1 to 5.
Object: To measure the companys technicians efficiency in resolving
technical problem and attending satisfying user. Result :
4% 40% 35%
21% 1 2 3 4
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1(least) 2 3 4
Response 18 30 34 3
1 being least rating on the scale of 1-5, 40% users rate the
technician knowledge 3, which is good while 35% people rate the
technician knowledge 2, and 4% rate the technician knowledge 4
which is satisfactory. 21% users reported technician knowledge to
be very dissatisfactory, its a large percentage and cant be
ignored.
Q11. Do you face inconvenience while using this product? Object:
To identify factors such as features, design, layout etc. that
cause inconvenience in using the product, so as to find any
possibility of further improvement in the product.
10% Yes No 90%
Yes No
Response 77 8
The results were surprisingly very satisfactory. About 90%
people were very fine while using and operating the product. 10%
people find it difficult to use.
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Q12. Have you taken Eureka Forbes AMC? Result:
39% 61%
Yes No
Yes No
Response 33 52
The no. of users taken AMC were only 33, which is very less.
Company should make their customers aware of the benefits of
AMC.
Q13. Are you satisfied with AMC amount? Object: To ascertain
whether the AMC amount is high or fine. Result:
45% 55%
Yes No
Yes No
Response 18 15
15 respondents reported that AMC amount that they paid for the
contract for the services is higher than the value of service they
are receiving. Company should revise AMC amount.
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Q14. How many times youve received the service under AMC?
Object: To confirm the compliance of the contract Result: Generally
most of the users received the services 1-3 times, few users said
that they received the service more than 4 times. These figures are
very good, as it shows the compliance and validation of the
contract.
Q15. Are you satisfied with the services under AMC? Object: To
measure the satisfaction level of the customers from the AMC.
Result:
15% Yes No 85%
Yes No
Response 28 5
Results were very satisfactory; almost 85% users said that
services that they received under annual maintenance contract are
very satisfactory. Rest of the users were not satisfied with the
services, though it was a very small number of users but cant be
ignored as every customer is important for the company.
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Q16. Have you heard of Eureka Forbes helpline no. 39883333?
Object: To identify no. of people aware of the helpline no.
39883333. Results:
35% Yes No 65%
Only 35% users were found aware of the helpline no. this is very
less. Company should look for making users aware of the no. because
users have no other option for assistance at their home.
Q17. Have you ever called on this no.? Result:
40% 60%
Yes No
About 60% people said no, its either the result of having no
problem with the Aquaguard or the users didnt find it suitable. But
still its a large number.
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Q19. Was your complaint resolved? Object: To measure the
usefulness of the helpline. Result:
26% 53% 21%
Yes Yes, but not completely No
Yes Yes, but not completely No
Response 7 2 3
Only 53% said that through helpline, their complaint was
resolved, but rest of the people said that helpline no. was not so
helpful. Again 47% is a large percentage. Company should maintain
its complaint through helpline no. also. As in the case of sudden
assistance, users dont have any other choice when they are at
home.
Q20. Was the person on the helpline no./Eureka Forbes office
helpful ? Object: To find out the efficiency of the call attendee
to resolve the problem. Result:
29% Yes No 71%
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Almost 70% users were satisfied from the complaint resolved from
the call operator. But still, 30% reported dissatisfaction which is
a large number. So company should look for the skills of the call
operator.
Q21. Would you recommend Aquaguard product to your friend/
family because of services? Object: To know that whether people
trust the Aquaguard that they would recommend for their family or
not. Result:
21% Yes No 79%
Yes No
Response 67 18
On asking for recommendation of the Aquaguard, almost 80% users
found to be with positive attitude while, 20% users said that they
would not recommend it to their family of friend. Positive response
was high but that 20% needs to be converted in positive.
Q22. Would you buy another Eureka Forbes product? Object: To
measure satisfaction of the customers from Brand Eureka Forbes and
Aquaguard. Result:
31% Yes No 69%
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Yes No
Response 52 33
Again, positive response was higher, people shown green flag for
buying another product of Eureka Forbes. Still, almost 30% users
said no for another Eureka Forbes product.
Q23. Your Perception about Eureka Forbes before and after
purchasing the product. OBJECT: To analyze how people think about
Eureka Forbes and its Aquaguard. Result:
22% 39%
Changed Positively Remained Same Changed Negatively
39%
Changed positively Remained same Changed negatively
Response 33 33 19
Almost 40% users said that their perception about Eureka Forbes
and its product has been changed positively after using Aquaguard,
and 40% users reported the same perception, it indicates that users
are satisfied with the Brand and its Products. Only 20% users gave
a negative response, which is enough for spoiling companys
reputation.
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Q24. What is most admirable in Eureka Forbes ? Object: To know
what in Eureka Forbes is most appealing to users, and has been able
to left a positive impression on them. Result:17%
22%
Technique Approach 17% Product Service All
16% 28%
Technique Approach Product Service All
Response 15 15 24 13 19
It was found that product of the eureka forbes are doing well
and has left a good impression on the users. Technique and Approach
are also admired by the users. Almost all the categories equally
liked by all the users except Product, as it was most admirable
thing in the Eureka Forbes.
Q25. How satisfied are you with Eureka Forbes brand and
products? Object: To measure the satisfaction level of the users
after using Aquaguard. Result:
7% 7% 25%
Very satisfied Satisfied Neutral Dissatisfied 61%
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Response Very Satisfied 6 Satisfied 52 Neutral 21 Dissatisfied 6
About 60% users found satisfied after using the Aquaguard, and 7%
user were highly satisfied with the Aquaguard, its a very less
percentage but overall the satisfaction among the users is good.
The product is being appreciated by them. While 25% users gave
average response, 7% users found to be dissatisfied after using
Aquaguard.
Q26. Your opinion and suggestion about the Eureka Forbes brand
and its product. Object: To know users volunteer response, they
would like to share. Result: Users gave Mix to positive comments
when asking them for their suggestions and complaints. One thing
some people commented on, specifically: Service, users asked for
much better service quality. Other things were price and technique,
where a very little number of people found unsatisfied. Overall,
product quality was appreciated.
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Recommendation and Conclusion Eureka Forbes is very well adopted
by the people. Company should focus on the employees to maintain a
good relation with the people.
Current product line is doing well. But there is a need to
revise price structure and products both. Company should make their
customers aware of the benefits of AMC. Also, Company should revise
AMC amount. Service quality is fair enough, little attention is
needed. Companys helpline number is not known by most of the users.
Overall, Product performance is good, but a little attention is
needed to be paid on technology, approach and service.
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Limitations of the studyEvery research is conducted under some
constraints and this research is not an exception. Limitations of
the study are as follows: Data is collected from a sample size of
100 from a very large population; accuracy may vary with the sample
size. Data is collected in two ways, online and face to face, so
region wise difference may occur. Users were found unwilling to
provide information because of their busy schedule and no. of
questions. Due to continuous change, todays findings may be
different tomorrow.
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Bibliographic
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