7/28/2019 The Essence of Eureka Forbes Since Its Inception in 1982 Can Be Summarised in a Single Word

1/4

The essence of Eureka Forbes since its inception in 1982 can

be summarised in a single word - Relationships..

Relationships have made us reach out to customers in their homes, transforming the way they

purify their drinking water and the air they breathe, clean their homes and secure their familiesso that they lead happier, healthier lives. We have already welcomed over eight million happyfamilies into our family which has also encouraged us to provide opportunities for our people torealise their potential and dreams.

Born as a joint venture between the Forbes Group and Electrolux of Sweden, today we are US$302 million multi-product, multi-channel organisation, part of the Shapoorji Pallonji Group andwith a global footprint. Today, we rank amongst India's Most Admired Consumer DurableCompanies and amongst the Best Employers in Asia and India. A case study at the prestigiousHarvard Business School and one of the Most Admired Knowledge Enterprises in Asia andIndia, we have even been featured in the respected Forbes Asia Magazine.

Pioneers & leaders in water and air purification systems, vacuum cleaners and security systems,we introduced direct selling in India. We are now one of the largest direct selling companies inthe world, cited as a classic direct sales reference by marketing guru, Philip Kotler, in hisfamous textbook Marketing Management. With total employee strength exceeding 10,000including an 8000 strong direct sales force, we have operations across 550 plus cities/towns inIndia.

We have since added channels to enhance our reach and respond effectively to the expectationsof our customers. Our consumer channel has over 15,000 dealers across 1800 + cities and townsin India to bring a better quality of life to customers who seek the means to safer, healthier lives.Our institutional channel strives to create safer, healthier work environments and enhanceproductivity and efficiency. We have a water projects division solely to provide largeinstitutional and industrial customers with packaged as well as customized total water and wastewater treatment solutions. Our railways division is partnering the Indian Ministry of Railways inits Clean Train Station project - a major initiative for improving train cleanliness throughoutsourcing and the very best agencies in this field - developing a pilot module to besubsequently replicated in other identified stations.

To provide health and hygiene solutions to industrial and institutional customers, Eureka Forbeshas formed two companies, Forbes Facility Services Ltd. and Forbes Concept Hospitality Ltd.which offer housekeeping, maintenance and food service solutions. Customers have benefitedfrom increased productivity, higher morale, lesser absenteeism and better customization at theirsites. Our latest addition has been a rural channel which is striving to bring safe, affordable

7/28/2019 The Essence of Eureka Forbes Since Its Inception in 1982 Can Be Summarised in a Single Word

2/4

drinking water to people at the bottom-of-the-pyramid as well as solution-based communitywater systems (customized), generating non-agrarian employment and creating ruralentrepreneurs.

One of the widest service networks in the country backs up our products. Over 5800 companytrained technicians operating from over 1,100 service centres bring service to the doorstep,making 25,000 kitchen visits daily. It is estimated that 80% of our customers have a servicecentre within a 5 km. radius of their machines. These are supported by call centres, customercare representatives & mobile service vans. Caring for the needs of the customer has led us to abetter understanding of the market and made us a true leader in customer care and we have beenrecognised for our exceptional responsiveness.

Our flagship water purification brand, Aquaguard, is virtually synonymous with pure, safedrinking water and continues to be the undisputed leader in the category. Trusted by over 40million people, it is one of the largest selling water purifiers in the world. Numerous Indian andinternational accolades have been conferred on it - Superbrand, Best Complete Water SolutionProvider (UNESCO-Water Digest), Platinum Brand in Asia (Readers Digest) plus anendorsement by the Indian Medical Association. A one stop shop for water purification anexpansive range of technologies and solutions that address every type of water quality andpurification conditions, it continues to spearhead the evolution of the category. Indeed, as marketleaders, we dont just focus on the top end of the market but have made water purifiers availablefor everyone.

Our AquaSure range of water purifiers provides safe drinking water to homes even withoutelectricity and running water. To cater to the needs of homes and offices and at different pricepoints, we have water purifiers under the Forbes brand available on the retail shelf too.

Euroclean vacuum cleaners, with over 3.5 million satisfied customers, is the undisputed leader inthe category, having sold more than all the other brands combined. Its product range spans awide range of technologies and solutions. Numerous Indian and international accolades have

been conferred on it - Superbrand, Mera Brand - plus an endorsement from the Asthma andAllergy Resource Centre. It continues to expand and develop the category through theintroduction of new technology products in line with the evolving needs of customers and theirchanging lifestyle. As the leader, we have brought products to retail shelves for customers whoseek the means to a clean home there. And we have moved beyond the home with commercialand industrial products.

7/28/2019 The Essence of Eureka Forbes Since Its Inception in 1982 Can Be Summarised in a Single Word

3/4

We were the first to introduce the state-of-the-art Euroair Air Purifiers that ensures pollution freehomes and today, we also market domestic electronic security systems under the brandEurovigil.

The company has a strong R&D and manufacturing base including a network of water labsacross the country named Aquachek. Aquamall, a wholly owned subsidiary of EFL, has thedistinction of having Indias first green water purifier plant. (with LEED India Goldcertification), at Dehradun, which is the jewel in our network of factories. It can manufacture amillion water purifiers of various specifications annually (it has the largest UV water purifierproduction capacity in the world), harness solar energy and harvest rainwater.

In order to tap global opportunities, Eureka Forbes has tied up with another giant in the world of

direct sales - Lux International, Switzerland - in a joint venture, Forbes Lux, which now has afootprint across several countries in Asia, Europe, Middle East and South America.

For years together Eureka Forbes has become a name synonymous with selling but we prideourselves in going beyond selling. It is our firm belief that unpolluted water & air is thebirthright of every Indian and with this vision we set up the Eureka Forbes Institute ofEnvironment (EFIE). The institute promotes awareness about conservation & management ofnatural water & air resources. Our endeavours include Pollution Watch (a tie-up with aprominent national television channel to telecast air and water pollution levels in key cities

monitored by the Institute), Euro Enviro Quiz (Indias only environment-centric quiz for schoolchildren in association with over 450 schools across India), Euro Ambassadors (enthusing schoolchildren to enkindle the environmental spark in their homes and neighbourhoods) and RainwaterHarvesting (enlightening people on how to harness this precious water source in tandem withlocal bodies, co-operative societies and governmental institutions resulting in over 600 millionlitres ofrainwater being saved till date). Project Jal Amrut has augmented the water resourcesin drought prone areas through rainwater harvesting with the first projects being in RuralMaharashtra. The Euro School of Environment was set-up to formalize the education movementand give it a fillip. It began with a course on becoming eco-friendly citizens and has sinceenhanced its curriculum.

Our continuous endeavour to create a sustainable environment led us to introduce renewableenergy technologies as viable options to communities, providing sustainable energy to meet theirenergy needs. This is because around 95,000 villages in India dont have electricity and 18,000of them unlikely to ever have access to the national grid due to their remote locations. Eurodiyaharnesses solar energy to light the home and is an alternative to kerosene and electricity, savingfossil fuels. Due to its proximity to the equator, India receives an annual average of 4-7KWh per

7/28/2019 The Essence of Eureka Forbes Since Its Inception in 1982 Can Be Summarised in a Single Word

4/4

day for every square metre. This means that certain parts of the country receive more sunlightthan what they can use in a year, making it an abundant source of power. However, the challengewas to make the technology relevant for locations where the exposure to sunlight is limited andthe electricity is a far cry. It also had to be inexpensive and within the reach of the common man.Eurodiyas novel technology and model design allow storing solar energy for a longer duration

thus making it the value for money. Our efforts got a fillip when Indias first solarbulbs with thein-built solar panels were launched.

Our goal of providing safe drinking water to each and every individual was credited extra mileswith the introduction of solar technology for running the water dispensing units. We willcontinue to work in the field of renewable energy and other such green technologies. We lookforward to working with NGOs, CSRs and other business partners in this endeavour.

Our most recent initiative in rural India has been striving to bring safe, affordable drinking waterto people at the bottom-of-the-pyramid and solution-based customised community watersystems, generating non-agrarian employment and creating rural entrepreneurs. Involvement ofthe community has been the key and all our projects have been designed to empowercommunities with local water committees overseeing construction and maintenance of theprojects, thereby ensuring their sustainability over the long term. Every project has a healtheducation component as people in the project areas lack a good understanding of sanitarypractices. Appropriate technology solutions have helped tackle some dreaded water relateddiseases ignored for generations. There are more than 70 reverse osmosis and 40 ultra violetwater treatment plants in 35 rural and four urban communities. A partnership with world Vision

relies on providing water filter units during emergencies with over 10,680 units being distributedto flood affected areas in over six states. A manually-operated filtration unit for emergency usehas been developed. Owned and run by women self-help groups, they generate revenue bycharging for potable water provided to the community.

The company has been a friend to society including providing safe drinking water to theearthquake and cyclone victims as well as setting up parks for senior citizens where they canrelax and recreate.

Indeed, relationships spur us to dream of a happy, healthy pollution free world that is built ontrust and lasting relationships with our customers. We believe that our bonds will help us growfaster and care for many more families, building relationships that last a lifetime. A true friendfor life.