Hindustan Unilever Ltd (HUL) on Monday announced the sale of its water purification business under the Pureit brand to A.O. Smith for ₹601 crore.

The FMCG giant disclosed in a regulatory filing that the transaction is expected to be completed within three months. The Pureit business has been sold for an enterprise value of $72 million (₹601 crore).

Rohit Jawa, CEO and MD of HUL, said the sale is in line with the company’s strategic intent to focus sharply on its core categories.

Pureit was launched in Chennai in 2004 with the introduction of ‘Pureit Classic’. It was introduced nationwide in 2008.

The company entered the electric water purification segment in 2011. In 2023-24, the business posted a turnover of ₹293 crore. The water purification business of the company was part of the overall home care segment.

The business will be acquired by A.O. Smith India Water Products Pvt Ltd, an arm of A.O. Smith Corp.

“The Pureit brand, known for innovative water purification products, strong brand recognition and dedication to customer service, complements A.O. Smith’s geographic and channel presence.

“The Pureit team’s deep understanding of consumer needs and water treatment expertise adds tremendous strength to A.O. Smith in India, and we look forward to welcoming the Pureit team to the A.O. Smith family,” Parag Kulkarni, president of A.O. Smith India Water Products Private Ltd, said.