When most Indian households think of buying a water purifier, they prepare for a one-time investment, installation charges, periodic servicing headaches, and unpredictable maintenance costs. But Bengaluru-based startup DrinkPrime flipped that logic on its head.
Instead of selling reverse osmosis (RO) water purifiers, DrinkPrime began offering them as a subscription service — a model that has now helped the company scale to ₹70.4 crore in revenue. In doing so, it didn’t just build a water-tech business; it built a service-first infrastructure company in a category long dominated by hardware sales.
Rethinking the RO Business
India’s water purification market has historically been hardware-d
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