About Us

Introduction: More Than Just Water Purifiers—A Promise of Safe, Healthy Living

When you hear the name Aquaguard, what comes to mind? For millions of families across India, it’s not just a brand—it’s a trusted companion, a symbol of safety, and a promise that the water they drink every day is pure, healthy, and free from harm. For over four decades, we have stood at the forefront of India’s water purification revolution, turning a simple necessity—safe drinking water—into a mission that touches every corner of the country. We are not just a company that sells water purifiers; we are a family dedicated to safeguarding the health of your family, one drop at a time.

Our journey began in 1982, at a time when India was grappling with a silent crisis: unsafe drinking water. Back then, access to clean, potable water was a luxury for many, and waterborne diseases were a common threat to families, especially children. It was this harsh reality that drove us to create something meaningful—something that would make safe water accessible to every home, regardless of where they lived or what they could afford. What started as a small initiative, born from a joint venture between India’s iconic Tata Group’s Forbes & Company and Sweden’s Electrolux, has grown into a household name, a market leader, and a beacon of trust in the water purification industry.

Today, Aquaguard is more than just a brand—it’s a part of India’s fabric. We are known as “Paani Ka Doctor” (the Doctor of Water), a title we wear with pride, as it reflects the trust and confidence millions of Indians have placed in us over the years. Our products are not just appliances; they are lifelines. They are the reason a mother can serve a glass of water to her child without worry, the reason a farmer can quench his thirst after a hard day’s work with safe water, and the reason a family in a remote village can finally have access to the same level of water safety as those in big cities. We don’t just purify water—we purify lives, we protect health, and we empower communities to thrive.

This About Us page is our story—a story of resilience, innovation, compassion, and unwavering commitment. It’s the story of how we turned a vision into a movement, how we adapted to changing times while staying true to our core values, and how we continue to put the needs of our customers at the heart of everything we do. We invite you to read on, to learn about our journey, our values, our products, and our promise to India. This is who we are, where we came from, and where we are going—and we’re honored to have you with us every step of the way.

Our Origins: The Birth of a Vision (1982–1990s)

The year 1982 marked a turning point in India’s journey toward safe drinking water. That year, Eureka Forbes was established as a joint venture between the Tata Group’s Forbes & Company (holding 60% ownership) and Sweden’s Electrolux (holding 40%), with a clear mission: to bring world-class home appliances to India, starting with vacuum cleaners and soon expanding to water purifiers. It was in this era that Aquaguard was born—a brand that would redefine how India thinks about drinking water.

In the early 1980s, India’s water crisis was palpable. Municipal water supplies were often contaminated with bacteria, viruses, heavy metals, and other harmful impurities. Families relied on boiling water to make it safe, a time-consuming and often ineffective process. For those living in rural areas or slums, access to even boiled water was a challenge, leading to widespread waterborne diseases like cholera, typhoid, and diarrhea—diseases that disproportionately affected children and the elderly. It was this gap that Aquaguard set out to fill.

Our first water purifier was a groundbreaking innovation for its time. Unlike traditional methods, it used advanced UV (Ultraviolet) technology to kill harmful microorganisms, ensuring that water was safe to drink without altering its natural taste or mineral content. This was a game-changer. For the first time, Indian families had access to a simple, effective, and affordable way to purify water at home. But we didn’t stop there. We knew that innovation alone wasn’t enough—we needed to make our products accessible to as many people as possible.

In those early years, we pioneered direct selling in India, introducing our “Eurochamp” salesforce—a team of friendly, knowledgeable salespeople who went door-to-door, demonstrating our products, answering questions, and helping families understand the importance of safe drinking water. These salespeople became familiar faces in neighborhoods across the country, not just selling products, but building relationships and trust. They educated families about water contamination, explained how our purifiers worked, and even helped with installation and maintenance. This direct, personal approach was revolutionary, and it laid the foundation for our reputation as a brand that cares.

By the 1990s, Aquaguard had become almost synonymous with water purifiers in India. Our products were in millions of homes, and our name was trusted by families from all walks of life. We expanded our product range to cater to different needs—from compact models for small apartments to larger, more powerful purifiers for big families. We also introduced new technologies, like RO (Reverse Osmosis), to address the growing problem of water hardness and heavy metal contamination in many parts of the country. But through all these changes, our core mission remained the same: to provide safe, healthy drinking water to every Indian family.

The 1990s also brought significant changes to our parent company. In 2001, the Tata Group exited the venture by selling Forbes & Company to the Shapoorji Pallonji Group. A few years later, in 2005, Electrolux sold its 40% stake to Forbes & Company, making the Shapoorji Pallonji Group the full owner of Eureka Forbes. Despite these ownership changes, Aquaguard remained steadfast in its commitment to quality, innovation, and customer service. We continued to grow, expand our reach, and refine our products to meet the evolving needs of Indian families.

Our Evolution: Adapting to Change, Staying True to Our Roots (2000s–2020s)

The 2000s and 2010s were a period of rapid growth and transformation for Aquaguard. As India’s economy grew, so did the demand for high-quality, technologically advanced water purifiers. Urbanization increased, lifestyles became busier, and families became more health-conscious. We recognized these changes and adapted our products and services to meet the new needs of our customers.

One of the key milestones of this era was our expansion into rural India. We knew that the water crisis was most acute in rural areas, where access to safe drinking water was limited. We launched initiatives to make our products more accessible in rural communities, partnering with local retailers, setting up service centers, and training local technicians to provide installation and maintenance services. We also introduced affordable, easy-to-use purifiers designed specifically for rural households—purifiers that could work without electricity (a common challenge in rural areas) and could handle different types of water sources, from wells to rivers.

Technological innovation remained at the heart of our growth. We introduced a range of advanced purifiers, including RO+UV+UF combinations, which offered multi-stage purification to remove all types of contaminants—from bacteria and viruses to heavy metals and dissolved solids. We also added features like mineral charge technology, which infuses purified water with essential micronutrients like calcium and magnesium, ensuring that water is not just safe but also healthy. Our Aquaguard Select range, launched in the 2010s, became a popular choice for urban families, offering premium, stylish designs with advanced features like copper and zinc infusion, hot and ambient water dispense, and smart LED indicators for filter life and service reminders.

In 2021–2022, Aquaguard entered a new era of growth and transformation. Eureka Forbes was demerged from its parent company (Forbes & Co.) and listed as an independent company on the BSE in 2022. Soon after, global private equity firm Advent International acquired a controlling stake of about 72.5% in Eureka Forbes, marking the exit of the Shapoorji Pallonji Group and ushering in a new era of professional ownership. This transition brought fresh investment, new leadership, and a renewed focus on innovation and growth. Long-time CEO Marzin Shroff, who had been with the company since 2006 and CEO since 2017, stepped down to become a senior advisor, and a new leadership team was brought in to drive a turnaround.

This period also coincided with the tail end of the COVID-19 pandemic, which underscored the importance of health and hygiene more than ever before. Families became even more conscious of the need for safe drinking water, and demand for our products surged. We responded by ramping up production, expanding our distribution network, and launching new products that catered to the changing needs of customers—like compact, portable purifiers for home offices and dorm rooms, and purifiers with advanced virus-killing technology.

In 2020, we unveiled a new brand identity, reaffirming our commitment to health, trust, and positivity. Our new vision statement—“A healthy world. A protected you. A happy us, revisited for the changing times”—captures our mission to safeguard the health of our customers and build a better world. Our new logo, featuring a water droplet, symbolizes our deep connection to water and our commitment to purity. We also introduced “Posi Bol,” a symbol of moving forward and upward, reflecting our resilience and determination to adapt to changing times while staying true to our core values.

Today, Aquaguard is a global brand with a strong presence in India and beyond. We offer a wide range of water purifiers, from budget-friendly models to premium, feature-rich options, catering to every need and budget. We also have a strong focus on after-sales service, with a network of over 8,000 service technicians who maintain over 14 million customer relationships across India. Our products are trusted by millions, and our name is synonymous with quality, reliability, and safety.

Our Products: Innovation with a Purpose

At Aquaguard, every product we design is rooted in a simple question: How can we make safe, healthy drinking water more accessible, convenient, and affordable for Indian families? We don’t just create water purifiers—we create solutions that address the unique challenges of India’s water landscape. From hard water in North India to contaminated groundwater in rural areas, from busy urban households to remote villages with limited electricity, our products are designed to work seamlessly in every environment.

Our product range is diverse, but every model shares the same core commitment to quality, safety, and functionality. Here’s a closer look at some of our key product lines and the technology that makes them stand out:

Aquaguard Select Range: Premium Purification for Modern Families

The Aquaguard Select range is our premium line of water purifiers, designed for urban families who want the best in terms of technology, design, and functionality. These purifiers are equipped with advanced RO, UV, and UF technology, ensuring multi-stage purification that removes all types of contaminants—from bacteria and viruses to heavy metals, dissolved solids, and organic impurities. They also feature mineral guard and biotron cartridges, which infuse water with essential minerals like copper, zinc, calcium, and magnesium, ensuring that water is not just pure but also healthy and great-tasting.

Some popular models in the Select range include the Aquaguard Select Edge with Stainless Steel, which combines the goodness of copper and zinc with the durability of stainless steel; the Aquaguard Select Classic+ Hot, which dispenses hot, warm, and ambient purified water for convenience; and the Aquaguard Select Nrich RO+UV+MTDS, which offers 8-stage purification and mineral infusion for optimal health benefits. These purifiers are stylishly crafted, with sleek designs that complement modern kitchens, and they come with features like smart LED indicators, energy-saving modes, and easy-to-replace filters.

Aquaguard Sure Range: Affordable, Reliable Purification for Every Home

The Aquaguard Sure range is designed for families who want reliable, affordable purification without compromising on quality. These purifiers are equipped with RO technology, which effectively removes dissolved solids and heavy metals, making them ideal for areas with hard water. The Aquaguard Sure Champ RO Water Purifier, for example, is a budget-friendly option that delivers pure, safe drinking water at an affordable price. It features a compact design, easy installation, and low maintenance, making it perfect for small apartments, dorm rooms, and rural households.

Aquaguard Neo Range: Versatile, User-Friendly Purification

The Aquaguard Neo range is all about versatility and convenience. These purifiers are designed to work with all types of water sources and can be installed as wall-mounted or table-top models, making them ideal for homes with limited space. The Aquaguard Neo UV+UF+MC Water Purifier, for example, offers 5-stage purification, including UV-C technology to kill bacteria and viruses, ultrafiltration to remove fine suspended particles, and mineral charge technology to infuse essential nutrients. It also features a 5.5-liter storage tank, ensuring purified water is available on tap at all times, and it can work without electricity—making it perfect for homes with intermittent power supply.

Commercial and Industrial Purifiers: Safeguarding Communities and Businesses

Our commitment to safe water extends beyond homes. We also offer a range of commercial and industrial water purifiers designed for small businesses, large industrial establishments, schools, hospitals, and community centers. The Aquaguard 200 (AG 200) is ideal for small commercial establishments, while the Aquaguard 600DF (AG 600DF) is designed for large industrial facilities. We also offer centralized water purification plants, reverse osmosis plants, water softeners, and sewage and effluent treatment plants, helping businesses and communities access safe water on a larger scale.

Key Technologies That Set Us Apart

At Aquaguard, we invest heavily in research and development to stay at the forefront of water purification technology. Our R&D team works tirelessly to develop new technologies and improve existing ones, ensuring that our products are always ahead of the curve. Some of the key technologies that make our purifiers stand out include:

• UV-C Purification: Kills 99.99% of bacteria, viruses, and other harmful microorganisms, ensuring safe drinking water without using chemicals.
• RO (Reverse Osmosis): Removes dissolved solids, heavy metals (like lead and mercury), and other contaminants, making water safe for consumption.
• UF (Ultra Filtration): Removes fine suspended particles, turbidity, and bacteria, ensuring crystal-clear water.
• Mineral Charge Technology: Infuses purified water with essential micronutrients like calcium and magnesium, maintaining the natural balance of minerals.
• Copper and Zinc Infusion: Adds the goodness of copper and zinc to water, which are essential for overall health and well-being.
• Smart LED Indicators: Alerts users about filter life, service reminders, and electronic errors, ensuring timely maintenance.
• Power-Saving Mode: Reduces electricity consumption by turning off the UV lamp when not in use, saving energy and reducing costs.

All our products undergo rigorous testing to ensure they meet the highest quality and safety standards. We comply with international standards like WHO (World Health Organization) guidelines and IS (Indian Standards) specifications, ensuring that every drop of water from an Aquaguard purifier is safe, pure, and healthy.

Our Core Values: The Heart of Aquaguard

At Aquaguard, our values are not just words on a page—they are the principles that guide every decision we make, every product we design, and every interaction we have with our customers. These values were shaped by our founding vision and have been passed down through the decades, remaining unchanged even as we grow and evolve. They are the reason we are trusted by millions, and they are the foundation of our success.

1. Trust: Our Most Precious Asset

Trust is the cornerstone of our brand. We understand that when you choose Aquaguard, you are entrusting us with the health of your family. That’s why we take every step to earn and maintain that trust. We use only high-quality materials, rigorous manufacturing standards, and strict quality control checks to ensure our products are reliable and effective. We are transparent about our technology, our processes, and our pricing, and we never make false or misleading claims. Our after-sales service is prompt, reliable, and customer-centric, ensuring that you always have support when you need it. For us, trust is not something we earn once—it’s something we work to maintain every single day.

2. Innovation: Solving Real Problems

Innovation is in our DNA. We don’t innovate for the sake of innovation—we innovate to solve real problems faced by Indian families. Whether it’s developing a purifier that works without electricity for rural areas, creating a compact model for small apartments, or adding mineral infusion to make water healthier, every innovation is driven by the needs of our customers. We invest heavily in research and development, hiring the best talent and leveraging the latest technology to create products that are not just advanced but also practical and user-friendly. We also listen closely to customer feedback, using it to improve our existing products and develop new ones that meet the changing needs of modern families.

3. Accessibility: Safe Water for All

We believe that safe drinking water is a basic human right, not a luxury. That’s why we are committed to making our products accessible to every Indian family, regardless of their income or location. We offer a wide range of products at different price points, from budget-friendly models to premium options, ensuring that there’s an Aquaguard purifier for every need and budget. We also expand our reach to rural and remote areas, partnering with local retailers and setting up service centers to ensure that even families in the farthest corners of the country can access our products and services. Our goal is simple: to ensure that no family in India has to drink unsafe water.

4. Compassion: Caring for Our Community

At Aquaguard, we believe that success is not just about profits—it’s about making a positive impact on the community. We are deeply committed to social responsibility, and we run several initiatives to help those in need access safe drinking water. Our “Jal Daan” (Water Gift) movement, for example, encourages people to share 5 liters of safe drinking water every day with those who need it—like domestic help, drivers, and security guards. For every pledge made, we contribute ₹10 toward building community water plants in urban slums and rural areas lacking safe drinking water. Since its launch, Jal Daan has garnered over 1 million pledges, provided safe water to 250,000 individuals every day, and raised over ₹10 million to set up community water plants.

We also run school activation programs, partnering with schools to educate children about the importance of safe drinking water and encouraging them to take the Jal Daan pledge. We have also set up “Jal Amrit Shudh Kendras” (Water ATM centers), which provide safe drinking water at a marginal cost of 50 paise per liter, making it accessible to low-income communities. These initiatives reflect our commitment to caring for our community and ensuring that everyone has access to the most basic necessity of life—safe water.

5. Integrity: Doing the Right Thing, Always

Integrity is non-negotiable for us. We conduct our business with honesty, transparency, and ethical practices, ensuring that we treat our customers, employees, partners, and the environment with respect. We work closely with our manufacturing partners to ensure fair labor practices and safe working conditions. We use sustainable materials and processes wherever possible, minimizing our environmental impact. We also ensure that our products are tested and certified to meet the highest quality standards, and we never cut corners to save costs. For us, doing the right thing is not just a choice—it’s a responsibility.

Our Customer Commitment: Friends for Life

At Aquaguard, we don’t just sell products—we build relationships. Our promise to our customers is simple: we are with you every step of the way, from the moment you purchase an Aquaguard purifier to the day you need service or support. We call ourselves “Friends for Life,” and that’s exactly what we strive to be—reliable, trustworthy, and always there when you need us.

Our customer service is one of the pillars of our success. We have a dedicated team of customer care executives who are available 24/7 to answer your questions, address your concerns, and help you with any issues you may have. We also have a network of over 8,000 service technicians across India, who are trained to provide prompt, professional installation and maintenance services. Our technicians are polite, knowledgeable, and committed to ensuring that your purifier is working at its best.

We also value customer feedback. We listen to what our customers have to say—whether it’s a compliment, a suggestion, or a complaint—and we use that feedback to improve our products and services. Our customer reviews speak for themselves: time and time again, customers praise our products for their quality, reliability, and ease of use, and our service for its promptness and professionalism. Many customers have been with us for decades, choosing Aquaguard for their homes, their families, and even their businesses.

We also offer comprehensive warranties on all our products, giving you peace of mind that your investment is protected. Our Annual Maintenance Contracts (AMCs) ensure that your purifier is regularly serviced and maintained, extending its lifespan and ensuring optimal performance. We also offer genuine spare parts, so you can be sure that your purifier is always in good hands.

Our Team: The Driving Force Behind Our Success

None of our success would be possible without our dedicated team of employees, salespeople, technicians, and partners. We are a family of thousands of people across India, all working toward the same goal: to provide safe, healthy drinking water to every Indian family. Our team is diverse, with people from different backgrounds, cultures, and regions, but we are united by our shared values and our commitment to our mission.

Our employees are our greatest asset. We invest in their training and development, ensuring that they have the skills and knowledge to provide the best possible service to our customers. We foster a culture of respect, collaboration, and innovation, encouraging our employees to think creatively and contribute to our growth. We also believe in empowering our managers, treating them as owners of the company, and giving them the autonomy to make decisions that benefit our customers and our business.

Our salesforce, the “Eurochamps,” are the face of our brand. They are friendly, knowledgeable, and passionate about our products, and they work tirelessly to bring Aquaguard to every home. They don’t just sell purifiers—they educate families about the importance of safe drinking water, demonstrate our products, and build long-term relationships with our customers. Our service technicians are equally dedicated, working around the clock to ensure that our customers have access to safe water at all times. They are trained to handle all types of issues, from installation to maintenance to repairs, and they take pride in their work.

We also value our partners—retailers, distributors, and service providers—who help us reach every corner of India. We work closely with them, providing training, support, and resources to ensure that they can provide the same level of quality and service that we are known for. Together, we form a strong network that is committed to our mission of making safe water accessible to all.

Our Sustainability Commitment: Protecting Our Planet

At Aquaguard, we understand that our mission to provide safe water is closely linked to the health of our planet. Water is a finite resource, and we are committed to using it responsibly and minimizing our environmental impact. We have implemented several sustainability initiatives to reduce our carbon footprint, conserve water, and promote eco-friendly practices.

One of our key sustainability initiatives is the use of energy-efficient technology in our products. Our purifiers are designed to consume less electricity, reducing energy costs for our customers and minimizing our environmental impact. We also use sustainable packaging materials wherever possible, reducing plastic waste and promoting recycling. We encourage our customers to recycle their old purifiers and filters, and we have set up collection points for used filters to ensure they are disposed of properly.

We also work to conserve water in our manufacturing processes, implementing water-saving measures to reduce water consumption. We are committed to reducing our carbon emissions, and we are working toward using renewable energy sources in our facilities. Our community initiatives, like the Jal Daan movement and community water plants, also promote sustainable water use, ensuring that water is conserved and used efficiently.

Our sustainability commitment is not just about reducing our impact—it’s about creating a better future for generations to come. We believe that by working together, we can protect our planet and ensure that there is safe, clean water for everyone, now and in the future.

Looking to the Future: Our Vision for Tomorrow

As we look ahead, our vision remains clear: to be the most trusted brand in water purification, providing safe, healthy drinking water to every Indian family, and making a positive impact on our community and our planet. We are committed to continuing our journey of innovation, expanding our reach, and improving our products and services to meet the changing needs of our customers.

We will continue to invest in research and development, developing new technologies that are more efficient, more sustainable, and more accessible. We will expand our product range to cater to new segments, including smart purifiers that can be controlled remotely, and portable purifiers for on-the-go use. We will also continue to expand our reach to rural and remote areas, ensuring that even the most underserved communities have access to safe water.

We will also continue to strengthen our community initiatives, expanding the Jal Daan movement and setting up more community water plants to provide safe water to those in need. We will work with schools, NGOs, and other organizations to educate people about the importance of safe drinking water and promote sustainable water practices.

We know that the road ahead is not without challenges. India’s water crisis is still a reality, and climate change is making it even more critical to protect our water resources. But we are committed to facing these challenges head-on, with resilience, innovation, and compassion. We believe that with the support of our customers, our team, and our partners, we can make a difference—and ensure that every Indian has access to safe, healthy drinking water.

A Thank You to Our Customers: The Heart of Our Journey

To the millions of families who have chosen Aquaguard over the years, we want to say thank you. Thank you for trusting us with the health of your loved ones. Thank you for supporting our mission. Thank you for being a part of our journey. Without you, none of our success would be possible.

We are humbled by the trust you have placed in us. Every time a mother serves a glass of Aquaguard water to her child, every time a farmer drinks safe water after a hard day’s work, every time a family in a remote village has access to clean water for the first time—we are reminded of why we do what we do. These moments are the reason we work tirelessly, innovate endlessly, and strive to be better every day.

We promise to continue earning your trust. We will continue to make high-quality, reliable products that keep your family safe. We will continue to provide prompt, friendly service that meets your needs. We will continue to give back to the community and protect our planet. We will remain your “Paani Ka Doctor,” your friend for life, and your partner in ensuring a healthy, happy future.

Final Thoughts: Our Promise to India

Aquaguard is more than a brand—it’s a promise. A promise to provide safe, healthy drinking water to every Indian family. A promise to innovate, to adapt, and to grow. A promise to care for our community and our planet. A promise to be trustworthy, reliable, and compassionate.

For over four decades, we have kept that promise. And for decades to come, we will continue to keep it. We are proud to be a part of India’s journey toward a healthier, safer future. We are proud to be Aquaguard.

Thank you for being with us. Here’s to many more years of safeguarding your health, one drop at a time.