HUL launches Pureit variant at Rs 1,000

NEW DELHI: FMCG major HUL on Monday launched a more affordable variant of water purifier brand Pureit Compact at Rs 1,000 across the country.

The new product comes at a one-time cost of Rs 1,000 and is available at all leading retail outlets, HUL said in a statement. The country's largest FMCG firm and seller of popular brands like Lux and Lifebuoy, had introduced storage water purifiers under the brand Pureit in the domestic market in 2004.

According to industry insiders, HUL has launched the product in direct competition to Tatas' low cost Swach.Tata Chemicals had forayed into water purifier business with the launch of Swach in 2009 at a price less than Rs 1,000.

Shares of HUL today closed at Rs 255.05 on BSE, up 1.01 per cent from its previous close.