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Hindustan Unilever’s ‘Pureit’ Water Purifier
Hindustan Business Review (2011)
  • Mona Sinha, Kennesaw State University
  • Rangan V Kasturi, Harvard Business School
The case asks students to formulate a strategy to respond to various competitive threats to its Pureit Water purifier, launched in 2008, targeted at millions of low-income Indian consumers who did not have access to safe drinking water. The case describes in detail the product development and launch process that required HUL, the $3.5 billion Indian subsidiary, to innovate on many different fronts. It details competitive actions since the launch to set the stage for what the company should do next
  • Multinational Firms and Management; Marketing Strategy; Product Launch; Product Development; Social Enterprise; Competitive Strategy; India
Publication Date
March 28, 2011
Citation Information
Mona Sinha and Rangan V Kasturi. "Hindustan Unilever’s ‘Pureit’ Water Purifier" Hindustan Business Review (2011)
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