Hyperlocal services unicorn Urban Company has diversified its portfolio by venturing into the world of branded products, marking its entry with the introduction of a fresh range of smart RO water purifiers under the sub-brand ‘Native’.
Urban Company asserts that ‘Native’ stands as India’s pioneering line of water purifiers, boasting a remarkable two-year maintenance-free operation and an impressive capacity to produce 12,000 liters of pure water without the need for filter replacements. To put this into perspective, key competitors in this sector encompass brands like Livpure and DrinkPrime.
Manufactured in India, Native water purifiers feature cutting-edge ‘rapid reverse rinse’ technology and multi-micron filter surfaces, enhancing the longevity of the filters to an impressive two years. This innovation substantially lowers the overall ownership costs for consumers.
Urban Company has introduced two distinct RO water purifier models, namely the M1 and M2, with the Native M2 water purifier available at an introductory price of INR 17,499, while the M1 model is priced at INR 13,499.
Furthermore, the company stated that the M2 version of its RO device incorporates IoT functionality, allowing users to monitor real-time metrics such as Total Dissolved Solids (TDS) levels, water consumption, and filter life status through the Urban Company app.
Presently, these products can be found on the Urban Company app, website, and Amazon. They will also soon be offered in offline retail locations at Croma stores.
Additionally, the company will provide a comprehensive warranty at no additional cost, covering filters, membranes, and all other spare parts for the entire two-year duration, as per their statement.
According to the company’s assertions, the Native M1 incorporates a nine-stage filtration process, effectively eliminating 99.99% of impurities, including chemical contaminants like metal ions, chromium, lead, sodium, and reducing arsenic, radium, fluoride, sulfate, and magnesium. On the other hand, the M2 device offers an enhanced ten-stage filtration system, encompassing all the stages of the M1 model, and additionally featuring copper-charged filters, as stated.
“Over the past few years, we have repaired and serviced over a million water purifiers. One pain point we constantly heard from customers is why water purifiers need filter changes and servicing every few months. We decided to address this problem head-on with our new range of Native water purifiers,” said Abhiraj Singh Bhal, Co-Founder and CEO of Urban Company.
In addition to the water purifiers, the company’s app also presents purchasing options for the Native Smart Locker. Notably, Urban Company has not issued any official statement regarding the launch of this product.
Established in November 2014 by Abhiraj Bhal, Raghav Chandra, and Varun Khaitan, Urban Company has emerged as a prominent player in the technology-driven home services sector. The company provides a diverse array of services, including salon and massage, home cleaning, appliance repairs, and painting. With a presence in over 50 cities across India, the UAE, Singapore, and the Kingdom of Saudi Arabia, it has established a strong international footprint.
This startup has received backing from notable investors, including Tiger Global, Steadview Capital, and Vy Capital.
The company found itself embroiled in controversy recently due to a series of protests by its gig workers, who raised concerns about the company’s alleged partner practices.
Recently, Urban Company claimed that its Indian operations, at an adjusted EBITDA level, achieved breakeven in the first quarter of fiscal year 2024, all while maintaining a negative working capital.
The net loss saw a substantial reduction of more than 40%, dropping to INR 308 crore in FY23 from INR 514 crore in the prior fiscal year, primarily attributable to robust business growth.
