Water is one of the foremost necessities and good drinking water most essential for a healthy life. Mahesh Gupta is known for revolutionizing the water purification industry in the nation. He introduced an avant-garde solution for purifying water, called Reverse Osmosis (RO) solution and launched Kent RO – a water purifier using the same technology.
The appliance changed the way India consumed water, and there was a constant rise of RO purifier in every other home. Some recent addition to the product range is the revolutionary Air Purifier and Fruit & Vegetable purifier, which were launched by his company lately.
Surfaces Reporter met the Founder-Chairman of Kent RO Systems Ltd. in his Noida office and spoke to him about the journey of India's leading water Purifier company, in an exclusive chat. Here are the excerpts:
How have you seen the water purifying industry evolve over these 20 years? What are the important milestones covered?
Well, I can say, the industry has started evolving just now. Today, we are at this stage where this segment is being recognized as an industry. However, 20 years ago there was no such industry in the name of water purifiers. I still remember a handful of players supplying conventional water purifiers. One of the key milestones I can say is the global recognition of new age water purification technologies like mineral RO.
Nevertheless, it worked in our favour and seeing Kent becoming a brand synonymous with the RO category today is a journey that we have travelled.
For reaching this level, we had to go through many difficult phases, where there were times when I thought of quitting the industry too. However, I never did as my inner consciousness somehow told me “you will succeed and you should continue putting your best foot forward.”
We remember Legendary Hema Malini becoming the Ambassador of your brand way back in 2006 and today she’s become synonymous with Kent?
We have taken Hema ji as our ambassador in the year2005. Television is a media which covers a wide range of audience, so we barged into television promotion and created a commercial advertisement with her in 2006. Hema ji is not only the Brand Ambassador for Kent, but she endorses several other brands as well. But I think the reason of her becoming a face of our brand is her trust on our product and technological superiority. Second the product we are selling is not just a product but an essential part of your kitchen.
Well I can say, the industry has started evolving just now. Today, we are at this stage where this segment is being recognized an industry. However, 20 years ago there was no such industry by the name of water purifiers. I still remember a handful of players supplying conventional water purifiers.
One of the key milestones I can say is the global recognition to new age water purification technologies like mineral RO.
Nevertheless, it worked in our favor and seeing Kent becoming a brand synonymous with the RO category today is a journey that we have travelled.
For reaching this level, we had to go through many difficult phases, where there were times when I thought of quitting the industry too. However I never did as my inner consciousness somehow told me “you will succeed and you should continue putting your best foot forward”
Water is the one of the foremost necessities and good drinking water most essential for healthy life. mahesh Gupta is known for revolutionizing the water purification industry in the nation. He introduced an avant-garde solution for purifying water, called Reverse Osmosis (RO) solution and launched Kent RO – a water purifier using the same technology. The appliance changed the way India consumed water and there was constant rise of RO purifier in every other home. Some recent addition to the product range are the revolutionary Air Purifier and Fruit & Vegetable purifier, which were launched by his company lately. Surfaces Reporter met the Founder-Chairman of Kent RO Systems Ltd. in his Noida office and spoke to him about the journey of India's leading water Purifier company, in an exclusive chat. Here are the excerpts:
Our journey seems to be full of hardships and challenges? How did you penetrate the market and Continued during the difficult times?
I think the key to this is, firstly, the product – so we kept on doing constant innovation on improving the efficiency of our product so that it always appeals to customer. This is because if the product which you are making for your consumer that itself is not up-to- the- mark and is not satisfying him – your brand cannot sustain in the long run. Second comes the presentation, i.e. how you present your product and bring it into the confidence of the customer.
Next, the promotion – how do you promote your product also matters a lot to create your presence in the market. Therefore, we’ve always had a brand ambassador, used media effectively along with using other innovative techniques to promote Kent as a brand. “Kent deta hai sabse shuddh paani” – we’ve chosen this phrase as the tagline in 2006 for brand and we’ve stuck to it since last 15 years. It is very steadily that we’ve learned the art of capturing the mind and heart of the consumer and I believe we must have been doing it right, which is why we are here today as No.1 manufacturer of RO in the country.
You have started with RO but you’ve slowly moved towards launching other products that promote good health? Tell us about them too.
As our journey progressed, our consumer base kept on increasing along with it too. We at Kent, have always kept a close watch on the market as well as on the consumer’s behavior and the issues that are being faced by the common man. For instance if they were facing the problem of water-contamination – we tried and solve it with purifier; then the air was problematic,
so we tried to purify it too by launching an air-purifier – now the we’ve taken upon ourselves to make the veggies and fruits chemical free as we’ve introduced a separate washing equipment for
them. Then we’ve barged into the kitchen segment, trying to tackle the problems faced by a homemaker. This is how we have progressed till now.
Tell me something about your revolutionary, innovative appliance for fruits and veggies?
As a common man can’t have the luxury of having organically farmed veggies and fruits and the ones available commonly in the market are laden with chemicals, we have brought this innovation in order to provide chemical-free eatables to people. Kent Fruit and Vegetable purifier helps in removing the chemicals sprayed on these and makes them suitable for consuming in just 15 minutes.
Please share some of the learning that struggles have taught you, with the readers of Surfaces Reporter magazine.
The most important lesson is to keep one's passion alive. If you ask me about the reasons for our success – firstly, I would say that I am very passionate about my work and that passion should never die because it will be that passion only which will make you achieve more and more, regardless of the field one is in. Also, how you tackle difficult situations and take challenges decides for your success. You should have faith and keep belief, come what may, as you are most likely to quit midway if you lack in that belief. So I think, believing is one thing. Next is ‘dreaming’. I have always dreamt and I have always dreamt big. And if you’ll do that, you’ll get success.
How do you see the future?
Oh, I see it to be quite challenging not in terms of my success, in terms of my challenges to provide clean food, clean water, and clean air to the mankind. There are 6 billion people on this planet and everyone is going to have issues on these things. I have many challenges to meet and whatever help we can do to change the situation to better, that I see as my scope of work.
There is a lot of buzz about air-purification today. What is Kent offering in this regard?
If people and Government can take care of these issues I have no job to do, I will do something else. I do not call it a Government failure. I call it the challenges people are throwing at the system. It is we who are causing the pollution, we are buying the cars, driving the cars, and our cars are guzzling the fuel, so these are our challenges. We at Kent are just trying to cater to the problem of pollution with our Kent Air Purifier.
Most of your products are related to home-users. Do have products that are meant for commercial or public usage?
Yes, we into that segment. So if you have an office where 100 people work and you need clean water – we have a solution for that. Or even for a Government organization with a larger set of staff, we provide water solutions for that kind of set up as well. However, but we are not in public segment as of yet.
After experiencing struggles and the following success, what advice would you give to budding Entrepreneurs?
I would like to tell the aspirants of business, first, to not to run behind money. Most of the people start entrepreneurship to earn well and earn more. But I would say don’t just start a venture in order to mint money – that notion is not going to take you any far. It’s only if you are passionate about doing something in a particular field, it is advisable to enter a venture as an entrepreneur. If you come with this mindset, the money will certainly Follow. But if you’ve only entered business arena for more money, may be you’ll earn but only for a short span of time, as it’ll not sustain.
You also have a firm called SS Engineering? What’s it role and do you still run both the firms simultaneously?
SS Engineering works in the petroleum field. The firm is indulged in oil-refining. I am an oil engineer by profession And thus started that company. That is still there, while water is another business. Although it is said that oil and water don’t mix but I did and I am doing.
When did you start entrepreneurship?
In the year 1988, till then I was working in Indian oil. I left my job to start SS Engineering in 1988 and Kent RO was founded in 1998.
What are the changes you made in Kent Ro – the product – from the day you launched it till now? How has the purifier as a product evolved?
It changes every year because we always keep on giving better offering to the consumer. For instance we developed a system to maintain the minerals level of water, then we invented a system that allows removing the storage tank from the purifier to avoid contamination. We also worked upon purifiers that are meant for water-saving. So we continuously keep on bringing the change. This is definitely not the last word – We know we have to come out with something more.
What is your message for architects and designers?
There are two elements into this – performance and looks. People are designing more beautiful kitchens and more Modular kitchens. Hence, we are also designing more products which suit those spaces. We have come out with ‘Under the counter’ water purifier so that nothing is visible apart from the tap. The whole system is inside the cabinet.
We are coming out with solutions to the issues which people face in their homes for hard water. So if you’re bathing and you finding the water is not good, we are coming out with a solution to that as well. We are designing many things in a kitchen space, bath space and home space where people can utilize our technologies to get a better quality of life.
What is your opinion about Surfaces Reporter Magazine?
I believe that the technologies are changing; the offerings are changing, and every designer should be abreast with the Latest things, which are coming, and they don’t want to do so much research, so they want consolidated information on what is new, what is hot and what is happening and they want to learn. So, I think your magazine Surfaces Reporter is a great product for people to learn. Designers & architects can learn what is needed in their work, rather than just concept, or philosophies. I think you are doing a great service to the nation!
Surfaces Reporter is India’s 1st magazine specialized on “products & materials” for architecture & Interiors! The prime objective of Surfaces Reporter magazine is to contribute positively to the Indian material industry, with unbiased information & awareness initiatives.
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