Product Launch Details
Urban Company Limited announced the launch of its Native M3 & M3 Pro Water Purifier, the latest addition to its Native portfolio of smart home products. The product is designed to make water purification more reliable and hassle-free.
Key Product Features
- 3-Year Unconditional Warranty: Backed by an unconditional three-year warranty
- Long-Life Filtration: Filters designed to last up to three years without needing changes or routine servicing
- Pricing: Available at ₹22,000 onwards
- Technology Features: App-enabled health monitoring, real-time monitoring of filter health and water quality via Urban Company app
- Water Purification: 100% RO purified water that eliminates heavy metals, chemicals, and impurities
- Premium Construction: Durable, food-grade stainless-steel storage tank
- Advanced Mineralization: Enhances water taste while restoring essential nutrients and maintaining optimal pH levels
- Display: Dot-matrix smart display providing intuitive on-device updates
Financial Performance of Native Business
- FY26 Revenue from Operations: ₹267 crore, representing 130% year-on-year growth
- Net Transaction Value (NTV): ₹345 crore, growing 122% year-on-year
- Customer Metrics: Average 4.5-star customer rating across platforms and 75% customer renewal rate
Strategic Positioning and Value Proposition
The product is positioned to address industry pain points of frequent servicing, filter replacements, and high maintenance costs. The company claims customers can save over ₹26,000 over nine years through long-life filters and reduced maintenance requirements.
Management Commentary
Varun Khaitan, Co-Founder and COO, Urban Company stated: "For years, the water purifier industry has normalised frequent servicing, filter replacements and high maintenance costs. We believe customers deserve a better ownership experience. Native M3 Pro is designed to solve these pain points through long-life filtration, connected monitoring and dependable after-sales support, all backed by an unconditional three-year warranty. This launch reflects our philosophy of building products that are durable, thoughtfully designed, easy to use and smart."
Business Model Context
Native combines thoughtfully designed hardware with professional installation, technology-enabled monitoring and Urban Company's trusted after-sales service network. The company aims to redefine home appliance ownership around reliability, transparency and lifecycle value rather than one-time product sales.
Availability
The Native M3 & M3 Pro are available for purchase immediately across India on the Urban Company app and official website.