Will slanging matches between Kent RO & Eureka Forbes help or harm the water purifier brands?

While nowhere near as long lasting or glamorous as cola wars, the water wars — marketplace skirmishes between rival water purifier brands — are getting more frequent and vicious. HUL’s Pureit took on the competition in 2009 inviting a reprisal from Eureka Forbes. Hostilities were suspended only after HUL threatened to sue Eureka Forbes for running a commercial that denigrated its product. Four years later, the Rs 3,800 crore water purifier..