Pureit - Marketing Ploys

HINDUSTAN Lever Ltd (HLL) has recently launched a water purifier named Pureit. It basically treats the water at different ways to get a pure water (free from germs, bacteria and chemicals) to drink. It costs about Rs. 1500.

Though the product is cool and cost effective, there is a hidden marketing ploy from HLL Marketing Team. All the parts used in the Pureit are mechanical parts.

Ploy 1 : Attached is the image of the front panel, where there are indications of some leds. Basically this gives a feel that there are electronical parts involved in the device. Which projects a better ROI for the money being invested


Ploy 2 : This is to support the above illusion created by the HLL marketing Team. All the brouchures and manual of the Pureit refers "Germ kill Battery Kit". From the name it sounds that there are some electronical parts involved. Actually in reality, all the parts involved in this Germ Kill Battery Kit are mechanical only.

Since Pureit is good and does what is intended, I'm happy with it's performance so far. Infact it cost effective too. But I did not like this Marketing ploy mentioned above. Even if this marketing ploy were not used, still the sales of Pureit would have been the same. But could not guess the reason for this?