Native

Native is a water purifier brand of Urban Company, the home-services platform. [1] source: The Hindu BusinessLine[2] source: Outlook Business Its purifiers are marketed with a two-year filter life and a two-year service life. [1] source: The Hindu BusinessLine[3] source: Inc42 India's water purifier market was valued at $989M in 2024, and NDTV Profit reported in June 2026 that Native is shifting toward education-led marketing, TDS data tools and customised regional solutions. [4] source: NDTV Profit

In August 2026 Urban Company sued Kent RO in the Delhi High Court over ads calling Native purifier claims unsafe and a marketing gimmick. [3] source: Inc42 Kent agreed to remove the challenged ads within 15 days. [3] source: Inc42 The Hindu BusinessLine reported on 25 August 2026 that the court directed Kent RO to remove the disputed ads and social posts targeting Native, and that Kent agreed not to run similar material. [1] source: The Hindu BusinessLine Patent infringement and tortious interference cases remain pending. [1] source: The Hindu BusinessLine In the case, Urban Company cited ₹80 crore advertising investment, 42% category share and tests up to 2,000 PPM TDS. [5] source: Business Today In its Q1 FY27 results, Urban Company said Native grew, and ET Retail reported that it expanded Native products. [6] source: ET Retail[7] source: The Hindu BusinessLine

Kent RO Systems is the rival in the advertising dispute. [1] source: The Hindu BusinessLine[3] source: Inc42 NDTV Profit named Atomberg Technologies alongside Native in its water purifier market report. [4] source: NDTV Profit