How DrinkPrime Grew To ₹70.4 Cr By Turning RO Into A Service Model
•February 19, 2026
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Why It Matters
The subscription model lowers barriers to safe drinking water, driving mass adoption in price‑sensitive urban India. Its rapid scaling signals a shift toward service‑based appliance markets, attracting investors and reshaping competition.
Key Takeaways
- •Rent-to-own model eliminates upfront purifier cost
- •Hyper-local SKUs address city-specific water quality issues
- •D2C channel drives 80% of subscription growth
- •FY25 revenue hit ₹70.38 Cr, 50% YoY increase
- •Goal: 25% national purifier penetration by FY28
Pulse Analysis
The Indian water‑purifier and bottled‑water markets are projected to exceed $7 billion and $15 billion respectively by the early 2030s, driven by deteriorating tap‑water quality and rising health awareness. Traditional purchase models, however, deter many urban renters who face high upfront costs, ongoing filter replacements and relocation hassles. DrinkPrime’s rent‑to‑own subscription flips this paradigm, bundling the hardware, installation, maintenance and even relocation into a single monthly fee. By removing capital expenditure, the startup taps into a large, price‑sensitive demographic that previously relied on single‑use plastic bottles.
Beyond pricing, DrinkPrime differentiates through city‑specific engineering. Its flagship Copper unit combines RO and UV filtration with antimicrobial copper, while variants for Kolkata and Chennai incorporate iron‑removal and antiscalant cartridges to combat hard‑water conditions. A compact under‑counter model addresses space constraints in metro apartments. All devices connect to a mobile app that streams real‑time water‑quality metrics, reinforcing consumer trust and enabling predictive maintenance. This hyper‑local product strategy, coupled with a robust D2C platform that accounts for 80 % of sales, fuels a high referral rate and rapid market penetration.
The financial upside is evident: DrinkPrime reported ₹70.38 crore in FY25 revenue, a 50 % jump from the previous year, and serves more than 2.5 lakh households daily across eight major metros. The company plans to double its household base to 500 k by 2026 and push national purifier penetration from 10 % to 25 % by FY28. Such aggressive targets underscore the scalability of appliance‑as‑a‑service models, prompting traditional manufacturers to reconsider subscription offerings and attracting venture capital keen on recurring‑revenue businesses.
How DrinkPrime Grew To ₹70.4 Cr By Turning RO Into A Service Model
India’s water purifier and bottled water market is projected to reach $7.72 Bn (2032) and $14.97 Bn (2031), respectively. Unsurprisingly, these are now the go-to sectors for securing drinking water, as tap water quality has worsened.
For millions of urban migrants and young professionals, the barriers go beyond the upfront costs of buying and installing water purifiers. They pay maintenance fees, buy filter replacements and cope with relocation challenges. As a result, most rely on plastic water bottles, which are unsuitable for drinking.
After experiencing similar challenges firsthand as flatmates in Bengaluru, Vijender Reddy Muthyala and Manas Ranjan Hota recognised it as a public health issue masquerading as convenience. Building on this insight, the duo launched DrinkPrime in 2016 with a ‘rent-to-own’ subscription model that eliminates device costs and provides free lifetime maintenance, delivery and relocation services.
The brand also offers a connected mobile app that links to the purifier, allowing users to track water quality and consumption in real time.
Building Water Lifelines Based On City-Specific Science
DrinkPrime follows a city-specific product design approach, as its portfolio is built around distinct urban challenges. Products are developed at a dedicated contract manufacturing unit in Bengaluru, where every stage, from raw material testing to final certification, is closely monitored.
Its flagship product, DrinkPrime Copper, combines RO+UV purification with the added benefits of copper, while specialised variants for cities like Kolkata and Chennai address hard-water issues through iron removal filters and antiscalant cartridges. More recently, it introduced a space-saving under-the-counter purifier for compact urban kitchens.
The brand now offers 24 SKUs, including core products such as DrinkPrime Copper, DrinkPrime Alkaline and DrinkPrime RO+, each designed for specific needs.
Scaling With A Hyper-Local Approach
DrinkPrime’s growth is primarily driven by its D2C website, which accounts for 80% of subscriptions. The remaining 20% comes from partnerships with platforms such as Furlenco and Rentomojo.
By 2025, the brand expanded into Chennai and Kolkata and introduced UV-only models for the low-TDS (total dissolved solids) municipal water in Mumbai and Pune. This hyper-local approach has supported a high referral rate.
The brand reported revenue of ₹70.38 Cr in FY25, up ~50% YoY from ₹46.81 Cr in FY24, and is on course to reach around ₹97 Cr in FY26.
With operations in major metros, including Bengaluru, Delhi NCR, Hyderabad, Mumbai, Pune, Chennai, and Kolkata, DrinkPrime currently provides safe water to more than 2.5 Lakh households every day.
The Vision For 25% National Penetration
In 2026, DrinkPrime aims to double its reach to 5 lakh households. The short-term focus is to ensure even faster delivery and maintenance turnaround time as it enters new markets.
By FY28, the brand will move the national needle on water purifier penetration from 10% to 25%. Its goal is to establish DrinkPrime as an affordable, subscription-based model, making safe drinking water accessible to every Indian home.
Authored By Anirudh Trivedi
The post How DrinkPrime Grew To ₹70.4 Cr By Turning RO Into A Service Model appeared first on Inc42 Media.
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