HUL’s Pureit announced the launch of its new range - Pureit Vital Series, a new range of RO + UV + Minerals-based water purifiers with FiltraPower technology, which removes toxic substances like industrial chemicals, pesticides, and pathogens, and provide safe drinking water. It meets safety standards and is tested by international laboratories. The range is turbocharged with superior performance in water recovery and purification speed. Its mineral-essence technology enriches water with essential minerals such as calcium and magnesium. Furthermore, the device mentions being complemented with several convenience and luxury features.

Commenting on the launch, Deepak Subramanian, executive director - Home Care, Hindustan Unilever, said, “Consumer studies have often highlighted that water pollution and family health are the key category triggers. Pureit Vital Series has been designed keeping this insight at the core to provide safe drinking water and remove toxic substances.”

Henk in 't Hof, global chief executive officer, Water & Air Wellness, Unilever, said, “Pureit leverages our expertise in global water purification and local insights to deliver solutions that are world-class yet tailored to Indian market needs. The key focus of our product design team is to deliver a high-performance and high-quality product at an affordable price range.”

Vital Series comes after Pureit’s successful launch of its patented Copper RO, which was also based on key consumer insight and disrupted the market of electric water purifiers. Pureit Vital also brings a refreshing approach to product aesthetics. Inspired by modern geometry, the focus has been on creating a minimalistic design that looks premium and appealing in an Indian kitchen. The light-hearted promotional ad film showcases a young girl attempting a magic trick in front of her friends to convert polluted water into safe drinking water with the help of her mother and Pureit Vital.

Pureit Vital Series, starting at INR 13,999, is now available for purchase with details on the brand website, leading eCommerce platforms, and physical retail stores.