Bengaluru, Nov. 17 -- Aquaguard, the flagship brand that made Eureka Forbes synonymous with water purifiers for over four decades, is at the centre of an intensifying battle as digital-first rivals challenge the service-heavy model the company built its reputation on. With increased focus on health and hygiene and water purifier penetration still at a modest 7%, this is a high-stakes race to capture millions of first-time buyers.

Pratik Pota, chief executive officer and managing director of Eureka Forbes, told Mint that cost perceptions remain the category's biggest hurdle. "The first is affordability. Water purifiers are seen as expensive-both the upfront cost and lifetime cost of ownership," he said.

New-age companies such as Urban Co...