Monsoon drives a 32% surge in water purifier sales at Croma

India’s monsoon season brings both relief and risk. While it cools the summer heat and replenishes reservoirs, it also heightens concerns about water contamination, clogged pipelines, and rising waterborne illnesses.

This year, those worries translated directly into consumer behaviour. Croma recorded a 32 per cent surge in water purifier sales during the monsoon months, with more than a third of annual purchases (35 per cent) now concentrated in this period; underscoring how health anxieties are reshaping household priorities.

Health fears drive seasonal buying

The pattern is revealing. For many households, buying a purifier is not a planned decision, but an urgent response to seasonal threats. As heavy rains flood cities and compromise water supply systems, concerns about pathogens make water purifiers less of a lifestyle upgrade and more of a necessity. Retailers are seeing this urgency crystallise into numbers, turning July through September into the water purifier industry’s busiest quarter.

ALSO READ: 5 best RO water purifiers to buy in India

The Croma report clearly highlights how monsoon-driven purchases have become an entrenched part of the market’s rhythm. While health scares are the immediate trigger, the momentum points to a broader shift in consumer awareness.

More families are recognising that clean drinking water is not just a seasonal safeguard but an everyday requirement. Still, the sharpness of the monsoon spike shows how closely health anxieties and shopping habits remain intertwined.

Let us throw a few stats your way. As mentioned, the water purifier market saw a 32 per cent surge in sales during monsoon this year. Area-wise, North India leads the sales of RO purchases accounting for a healthy 31 per cent share, followed by the South at 30 per cent, West at 25 per cent and East at 15. But in terms of states, Maharashtra takes the lead in water purifier sales, accounting for 25 per cent of sales across the country.

ALSO READ: Dos and don’ts of using a water purifier

RO technology is the most preferred accounting for nearly 90 per cent of water purifier sales, and the remaining 10 per cent share is taken up by UV models. Black is expectedly the most preferred colour. As for features, over half of the water purifiers sold came packing UF and UV filtration.

Another notable trend is a 30 per cent year-on-year increase in under-the-counter (UTC) water purifier installations in Indian homes. Indians definitely value aesthetics and the discreet nature of UTC purifiers are becoming increasingly appealing.

The monsoon momentum

For the industry, the implications are clear. The monsoon isn’t just another sales window; it is very much the defining moment of the year for the water purifier industry. Marketing campaigns, inventory planning, and after-sales service are increasingly being tuned to capture this compressed demand cycle.

For consumers, meanwhile, the rains serve as an annual reminder of the vulnerabilities in water infrastructure, and of the household technologies that promise to plug the gaps.