Pioneers in bringing revolutionary Reverse Osmosis (RO) technology to India, Kent started its operations from Noida in 1999. Despite a humble beginning, today Kent has successfully established itself as the market leader in the segment. In an exclusive conversation with 4Ps B&M, Mahesh Gupta, MD, Kent shares the experience of his journey to the summit.
What prompted you to quit your job at IOC and venture into water purification business?
I left IOC in 1988 with an aim to start my own business to save petroleum products. I came out with equipments that could test and monitor the consumption levels as well as purify oil. That business was quite successful and in fact we are doing well in it even today. Then, in 1998, I decided to venture into the water purification system. We started a new technology called RO against a giant in India called Aqua Guard. It was very difficult to fight the elephant at that time. But today we feel that we have created a product category besides the product itself.
So, the journey would have been quite difficult for you?
Initially I had to work like a clerk, peon and everything. It was a complete one man show. Thus, at times, it was a challenge as I had to work at all levels. But I was prepared for it in a way. On the operational side, the next challenge was that although I knew that I had a good product, our brand was not popular as people were not aware of the technology. I didn’t even have enough money to educate them or go for a big advertising campaign as HUL did when it entered the industry with Pureit.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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