Urban Company Limited (NSE: URBANCO) today announced the release of its new Native M3 and M3 Pro Water Purifiers, expanding its portfolio of smart home devices. The new models emphasize extended durability and reduced maintenance through filters designed to operate for three years without replacement, supported by an unconditional three-year warranty.
The Native M3 Pro integrates technology-enabled monitoring and advanced mineralization, aiming to address common consumer pain points associated with conventional water purification systems.
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Varun Khaitan, Co-Founder and COO of Urban Company (https://www.urbancompany.com/), stated, “The water purifier industry has historically normalized frequent servicing, filter replacements, and high maintenance costs. We believe consumers merit a more dependable ownership experience. The Native M3 Pro is engineered to alleviate these issues through its long-life filtration, connected monitoring, and robust after-sales support, all backed by an unconditional three-year warranty.”
Urban Company: Key Product Features
The Native M3 series incorporates several features designed to enhance user experience and reduce long-term costs:
Extended Filter Life: Filters are engineered for three years of operation without requiring routine servicing or filter changes.
Pure Filtration: Ensures 100% of water passes through the RO membrane, removing heavy metals, chemicals, and impurities.
Durable Construction: Features a food-grade stainless-steel storage tank.
Smart Connectivity: The Urban Company app enables real-time monitoring of filter health, water quality, and other performance metrics.
Enhanced Water Quality: Includes advanced mineralization and pH balancing to improve taste and restore essential nutrients.
On-Device Display: A dot-matrix smart display provides intuitive status updates.
Business Growth and Market Context
The launch follows a period of significant growth for Urban Company’s Native division. In the fiscal year 2026, Native reported ₹267 crore in revenue from operations, marking a 130% year-on-year increase. Net Transaction Value (NTV) for the segment grew by 122% year-on-year, reaching ₹345 crore. The company maintains an average 4.5-star customer rating and a 75% customer renewal rate for its Native products, indicative of strong customer satisfaction with its integrated product-and-service model.
Urban Company’s Native strategy aims to redefine home appliance ownership by integrating hardware with professional installation, technology-enabled monitoring, and comprehensive after-sales service. This approach seeks to provide reliability, transparency, and long-term value beyond a one-time product sale.
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Pricing and Availability
The Native M3 and M3 Pro Water Purifiers are available for purchase immediately across India, priced from ₹22,000 onwards. They can be acquired via the Urban Company app and the company’s official website.
