India, Feb. 24 -- For the longest time, the Indian water purifier business has followed an unspoken pattern. After the purchase of an RO users are subjected to innumerable service reminders, filter replacements and annual maintenance contracts (AMC) that drive up the cost of ownership over the years. They are positioned as customer care but in reality these experiences feel mandatory and draining.

Increasingly, consumers are asking whether this cycle is inevitable or has it been engineered for the gain of these brands. A new wave of brands, including Native by Urban Company, are providing a model where reliability does not automatically translate into recurring disruption, and ownership is simpler and cheaper over time.

Routine servicin...