Lucidity and forthrightness in creating and executing a noble brand mission have been the touchstones of Kent RO’s nearly decade-and-a-half passage to progress and prominence. Armoured with an arsenal of technology, innovation, performance and above all, a striking sense of purpose to deliver healthcare comprehension and benefit to the societal strata at large, Kent RO water purifiers today nurture hundreds of thousands of satisfied customers worldwide. The brand’s jewel-studded chronology stands shining testimony to a phenomenal reach and quantum of acceptance by a niche of native and global audiences in a relatively condensed timeframe.
Blaze to Brilliance
Modest beginnings originating from a oneroom space in 1999 to a functional base today spreading across much of Asia and Africa, including India, Bangladesh, Nepal, Pakistan, Afghanistan, Sri Lanka, Maldives, Myanmar, Cambodia, Kenya, Nigeria, Uganda, Zambia, Zimbabwe, Ghana, South Africa, UAE, Kuwait , the Dominican Republic and Panama among other regions have much of their success accruable to the ground-breaking Reverse Osmosis (RO) technology that Kent was instrumental in bringing to the domain of water purification in India at the turn of the century. Fast becoming synonymous with its primary advantage of offering purity, the brand has rapidly positioned itself as a category spearhead known for robustness in technological performance and innovative designs, flanked in equal measures with clear and tangible USPs in healthcare augmentation and the fulfillment of its crisp and credible claims in enhancing everyday qualityof life. With the trademarked Mineral RO expertise in water purification as a triumphant bulwark, the Kent brand portfolio has extended itself in recent times with the advent of Ozone air purifiers, Ozone vegetable and fruit purifiers, water softeners and automatic water pressure boosting systems, rounding off consummately its larger brand goal of making the world a healthy and a happy family. Averaging a growth rate of 40 per cent in the past 2 years and garnering greater than 40 per cent of the RO water purifier segment in India, Kent’s accomplishments could well be termed as heroic as its superhero namesake!
Possessing the inherent brand traits of being a socially responsible, young and modern brand with high moral values that believes in fair practice and purity of life, Kent RO has focused since inception on making people aware of the real-world realities about the state of drinking water and the consequences it can have on their health, thus touching a powerful human chord by virtue of the fundamental yet compelling purpose it strives to bring to fruition for its customers: freedom from water-related worries and peace of mind for family health. The brand’s value proposition of addressing a vital need in an industrial category still in nascent stages via authenticity of concern – disseminating awareness of water purification and the advantages of an avant-garde scientific mechanism to do so – and determination to substantiate this concern through continuous innovation of its merchandise based on customer opinion has cogently constructed and reinforced its perception as a conscious, compassionate and high-principled provider of an authentic service, in turn galvanizing conviction among its audiences and engendering a dedicated following of end-users.
Engagement that Enthralls
Over the years, Kent RO’s primary marketing thrust to ensconce itself in consumer consciousness as a brand whose communication language is easily understood and believed in by its customers has been animated to life by a celebrity brand ambassador as uber-successful, virtuous and respected as the brand persona she portrays: the legendary ‘dreamgirl’ of Indian cinema, Hema Malini. With holistic branding initiatives across traditional media channels supplemented by active digital promotions and social media platforms, Kent RO has fortified its place in the brand universe as the House of Purity its tagline enunciates. Hema Malini’s ethereal presence – often accompanied by her two daughters – and the fluid shades of blue in the Kent RO logo depicting the confidence of purity and the picture perfect flow of water that never goes stale, augment the appeal of family healthcare by sanitizing an elementary yet critical utility that springs life. The brand’s future plans entail the opening up of new sales channels such as online, mass direct marketing, increasing customer engagement through fresh below-the-line marketing activities and enhancing customer experience at various touchpoints.
Innovation has been the lifeblood of Kent RO and forms not a part but has rather defined the brand’s existence since inception. Conceived as a product to revolutionize the manner in which water purification is looked at by consumers, the ground-breaking Computer Controlled KENT Technology combines the best of both RO and UV mechanisms, while eliminating the shortfalls of each technology when used standalone, and deploying a TDS Controller to preserve the natural minerals in the water thus purified. Uncomplicated, unassuming yet one of the best exemplars of a masterclass in inventive brilliance!
Kent is a modern yet straightforward brand, which is meant to make a difference in people’s lives by affecting the most sensitive and allpervasive areas of their existence – water, food and air. Its fundamental fibre has been defined by producing innovative healthcare products that purify the water we drink, the food we eat and the air we breathe, and thus help people live healthier.