Before installing the system, the tap water available at a user’s residence is sampled and analysed to determine specific filtration requirements
The Origin Story
Supplying safe drinking water to every village household is an ongoing scheme of the Indian government. However, 100% coverage of all urban and rural areas and ensuring a constant supply of clean drinking water have yet to be achieved. As much of India’s drinking water comes from polluted surface and groundwater, Vijender Reddy Muthyala and Manas Ranjan Hota looked into it for a possible solution. They soon found that high installation and maintenance costs and unfamiliar tech jargon used by many water purifier companies deterred people from opting for a water safety system. To address water needs and help avoid health hazards, the duo set up DrinkPrime, which provides affordable and safe drinking water 24/7.
The Differentiator
DrinkPrime offers IoT-powered water purifiers that contain sensors and can be controlled with an app. Before installation, the tap water available at a user’s residence is sampled and analysed to determine specific filtration requirements. The purification process is then customised to ensure every subscriber gets optimally purified potable water. DrinkPrime also uses AI to detect anomalies in water quality based on which maintenance is scheduled. Users, too, can monitor device health and water consumption in real time. The hardware is developed, assembled, quality-checked and packed at the brand’s production units and warehouses. Monthly subscriptions start at INR 333; no additional fees are charged for installation, delivery, maintenance or relocation.
The Growth
The startup operates in seven cities and recently opened a new production unit in Hyderabad. It also leverages its official website, customer referral programmes, business collaborations, affiliate marketing channels, Meta platforms and Google advertising to raise product awareness and drive sales. The brand claims it became EBITDA positive in 2023.
What’s Next
The brand’s primary objective in 2024 is to meet the existing demand in key markets, including Bengaluru, Delhi NCR and Hyderabad, and ensure optimal service. By 2025, it will enter Tier II cities and help the underprivileged gain easy access to clean and affordable drinking water.
