New Delhi, June 26 -- In India's fast-growing water purifier market, the biggest disruption isn't just about cleaner water-it's also about who can deliver it with the least friction. As product innovation plateaus and customer frustration with servicing mounts, brands are racing to reinvent the model.

"Servicing and maintenance - especially annual maintenance contracts - are the real pain points in the RO (reverse osmosis) purifier ecosystem. That's where most customers feel the pinch, not during the purchase but long after," said Satish Meena, co-founder, Datum Intelligence.

Industry executives said customers often pay nearly 40% of the purifier's original cost every year just for upkeep. In addition, product-level innovation has stagn...