![A KENT Grand Plus and an Aquaguard water purifier from Croma alongside a Livpure from Amazon, the shelves compared on this page, on a colour-block layout]()
Read the same morning: Amazon's water purifier shelf has a median price of Rs. 8,739. Croma's is Rs. 19,490 — 2.2 times higher.
Almost none of that is markup. Five sub-Rs. 5,700 brands appear only on Amazon, AO Smith only on Croma, and where both carry a brand the cheaper shelf changes by brand. Read 2 September 2026.
📅 Both shelves read 2 September 2026, logged out
Amazon median Rs. 8,739 at 46% off · Croma median Rs. 19,490 at 26%
7 brands on both; 5 budget brands only on Amazon, AO Smith only on Croma
📅 Update log:
2 Sep 2026 — first published. Amazon.in's popularity-sorted results for three water purifier queries and Croma's results for two, both read logged out and unfiltered on the morning of 2 September 2026. Six Amazon listings showing an MRP exactly 100 times the selling price are excluded from every figure here and are covered on our separate Amazon water purifier page. The brand groupings, the shelf-level medians and the framing around brand mix are ours; the prices are Amazon's and Croma's. We re-read both shelves and log what changes.
Croma's median purifier costs 2.2 times Amazon's
We read both shelves on the morning of 2 September 2026. Amazon.in's popularity-sorted results for three water purifier queries returned 34 distinct products; Croma's results for “water purifier” and “ro water purifier” returned 55 distinct listings.
Six of Amazon's 34 showed a 99 per cent badge against an MRP that was exactly one hundred times the selling price. We excluded those from every calculation here and documented them separately on our Amazon water purifier page. That leaves 28 clean Amazon rows against 55 Croma rows.
The gap between the two is large and consistent. Amazon's median listing is Rs. 8,739; Croma's is Rs. 19,490. Seventy-one per cent of Amazon's shelf sells under Rs. 10,000 against sixteen per cent of Croma's.
| Metric | Amazon.in | Croma |
|---|
| Listings read | 28 (plus 6 excluded) | 55 |
| Median price | Rs. 8,739 | Rs. 19,490 |
| Median discount | 46% | 26% |
| Price range | Rs. 3,956 – Rs. 18,499 | Rs. 5,000 – Rs. 31,990 |
| Under Rs. 10,000 | 20 of 28 (71%) | 9 of 55 (16%) |
| Biggest badge on the shelf | 83% | 77% |
| Smallest badge on the shelf | 20% | 10% |
💡 The discount badges point the other way from the prices. Amazon's median badge is 46 per cent and Croma's is 26 — but Croma's shelf is the expensive one. On these two shelves the percentage tells you which brands a retailer stocks, not which retailer is cheaper.
Almost all of the gap is which brands each one carries
It would be easy to read a 2.2× median gap as Croma charging more. That is not what these two shelves show.
Five brands appear on Amazon and not on Croma at all — AQUA D PURE, Aqua X Pure, PROVEN, AquaUltra and Addyz. Every one of their listings sits between Rs. 3,956 and Rs. 5,690, badged 71 to 83 per cent off. That single block of eight listings is what pulls Amazon's median down.
Going the other way, AO Smith (six listings, Rs. 9,490 to Rs. 27,250) and Croma's own brand (four listings, Rs. 7,999 to Rs. 14,999) appear only on Croma. And Croma simply stocks deeper into each brand's premium range: sixteen Aquaguard listings running to Rs. 29,999, against nine on Amazon topping out at Rs. 15,999.
| Listing (Amazon only) | Price | MRP | Off |
|---|
| Aqua X Pure Grand Plus Alkaline RO+UV+UF | Rs. 3,956 | Rs. 18,999 | 79% |
| Addyz 8L RO UV UF, 7-stage, TDS control | Rs. 3,999 | Rs. 14,000 | 71% |
| Aqua X Pure NEXORA RO+UV+UF | Rs. 4,200 | Rs. 18,999 | 78% |
| PROVEN RO+UV+UF with TDS control | Rs. 4,249 | Rs. 24,999 | 83% |
| AQUA D PURE 4-in-1 Copper RO, 10-stage | Rs. 5,247 | Rs. 24,999 | 79% |
| AQUA D PURE Alkaline RO 12L | Rs. 5,278 | Rs. 19,999 | 74% |
| AquaUltra Pro 8-stage RO+UV | Rs. 5,490 | Rs. 29,990 | 82% |
| Proven Magnum RO+UV+UF+Copper+Zinc+Alkaline | Rs. 5,690 | Rs. 29,999 | 81% |
Where both stock the same brand, the answer changes by brand
Seven brands appear on both shelves. Compared brand by brand, neither retailer wins cleanly — and one product lands at the identical price on both.
Havells is the clearest split: Rs. 8,979 to Rs. 13,839 on Amazon against Rs. 16,590 to Rs. 23,999 on Croma, with no overlap at all between the two ranges. Pureit looks similar from the bottom (Rs. 7,599 on Amazon, Rs. 7,490 on Croma) but Croma carries it up to Rs. 24,700 while Amazon's results stopped at Rs. 8,199.
The one exact match is the Native M0 by Urban Company at Rs. 13,499 on both. Read the ranges below as coverage rather than as like-for-like pricing: a brand's cheapest listing on one shelf and its cheapest on the other are usually different models with different tank sizes and purification stages, which is exactly why a median comparison alone would mislead.
| Brand | Amazon listings | Amazon range | Croma listings | Croma range |
|---|
| Aquaguard | 9 | Rs. 7,999 – Rs. 15,999 | 16 | Rs. 5,000 – Rs. 29,999 |
| KENT | 2 | Rs. 7,799 – Rs. 12,899 | 7 | Rs. 6,890 – Rs. 22,799 |
| Pureit | 2 | Rs. 7,599 – Rs. 8,199 | 6 | Rs. 7,490 – Rs. 24,700 |
| Livpure | 3 | Rs. 8,499 – Rs. 13,999 | 3 | Rs. 8,190 – Rs. 20,990 |
| Havells | 2 | Rs. 8,979 – Rs. 13,839 | 5 | Rs. 16,590 – Rs. 23,999 |
| LG | 1 | Rs. 18,499 | 5 | Rs. 17,490 – Rs. 31,990 |
| Native (Urban Company) | 1 | Rs. 13,499 | 3 | Rs. 13,499 – Rs. 19,499 |
₹ Neither price is your final price. Croma's listings sit alongside exchange offers, no-cost EMI and card discounts applied at checkout; Amazon's sit alongside bank offers and coupons. Installation is usually free from the brand on both, but neither shelf shows filter replacement cost, which over five years typically dwarfs the difference between these two numbers.
The cheap end of Croma, and the top end Amazon did not show
Croma's shelf does have a bottom, it is just thinner. Nine of its 55 listings sell under Rs. 10,000, starting with an Aquaguard Eden 5L UV+UF at Rs. 5,000 — and that listing carries Croma's biggest badge on the shelf, 77 per cent off an MRP of Rs. 21,490.
Below Rs. 10,000 Croma gives you KENT, Pureit, Aquaguard, Livpure, AO Smith and its own brand. Amazon's equivalent band is dominated by names most buyers will not recognise. That is the actual trade-off on this page: at Rs. 5,000 on Croma you are buying an Aquaguard UV; at Rs. 5,247 on Amazon you are buying an AQUA D PURE with 13,097 reviews and no high-street presence.
At the other end, Croma runs to Rs. 31,990 for an LG PuriCare and carries three hot-and-cold models above Rs. 26,000 that did not appear in Amazon's popularity-sorted results at all. Our Amazon versus Croma fridge comparison found the same shape on a neighbouring appliance shelf.
| Croma under Rs. 13,000 | Price | MRP | Off |
|---|
| Aquaguard Eden 5L UV + UF, Chemiblock | Rs. 5,000 | Rs. 21,490 | 77% |
| KENT Smart UV, 4-stage purification | Rs. 6,890 | Rs. 9,000 | 23% |
| Pureit Classic UV, covered design | Rs. 7,490 | Rs. 9,250 | 19% |
| Aquaguard MIST NXT UV, Mineral Guard | Rs. 7,499 | Rs. 14,000 | 46% |
| Croma 7.5L UV + UF, advance copper | Rs. 7,999 | Rs. 12,000 | 33% |
| Livpure Daze 7L RO + UV + UF | Rs. 8,190 | Rs. 16,990 | 52% |
| AO Smith Intelli UV + US + SAPC, 5-stage | Rs. 9,490 | Rs. 13,090 | 28% |
| Aquaguard Enrich Neo 6L UV + Copper | Rs. 9,499 | Rs. 13,000 | 27% |
| Croma 7L RO + UV + UF + Minerals, 8-stage | Rs. 9,999 | Rs. 16,000 | 38% |
| Pureit Titan UV+ 7L, UV lamp + UFSC | Rs. 10,590 | Rs. 12,999 | 19% |
| Aquaguard Enrich Neo 6L UV + Copper (2nd trim) | Rs. 11,799 | Rs. 15,000 | 21% |
| Croma 7.5L RO + UV + Alkaline | Rs. 12,999 | Rs. 16,000 | 19% |
| Croma's top end | Price | MRP | Off |
|---|
| LG PuriCare 8L RO + UV + UF + Mineral Booster | Rs. 31,990 | Rs. 39,999 | 20% |
| Aquaguard Aspire Designo 7L RO + UV + UF | Rs. 29,999 | Rs. 39,500 | 24% |
| Aquaguard Aspire Blaze 5.6L RO + UV hot & cold | Rs. 27,999 | Rs. 39,000 | 28% |
| AO Smith ProPlanet P7 10L RO + SCMT hot & cold | Rs. 27,250 | Rs. 32,450 | 16% |
| AO Smith ProPlanet P6 10L RO + SCMT hot & cold | Rs. 26,499 | Rs. 30,450 | 13% |
| LG 8L RO + UV + Mineral Booster, multi-stage | Rs. 26,490 | Rs. 33,499 | 21% |
How we compared these two shelves, and what this is not
Both shelves were read on 2 September 2026, logged out and unfiltered. Amazon.in: popularity-sorted results for “water purifier ro”, “water purifier under 10000” and “ro uv water purifier”, giving 34 distinct ASINs; six of those showed an MRP exactly 100 times the selling price and are excluded from every figure on this page, leaving 28. Croma: results for “water purifier” and “ro water purifier”, two pages each, giving 55 distinct listings. This is not a like-for-like product comparison and should not be read as one: with two exceptions we name, the listings on the two shelves are different models with different tank capacities, purification stages and features, so a median or a brand range describes catalogue coverage rather than the price of any one machine. The two shelves are also different sizes (28 rows against 55), and both are first-page snapshots rather than either retailer's full catalogue. Neither figure is a checkout price: bank and card offers, exchange value, no-cost EMI, coupons, delivery and installation all change the total, and neither shelf shows the cost of replacement filters or annual service, which is usually the larger long-run expense. We have not installed, run or tested any purifier named here and make no claim about purification performance, TDS handling, filter life, service coverage or reliability; nothing on this page is health or safety advice, and no manufacturer's claim about water quality is verified by us.
Which one should you actually buy from?
If your budget is under Rs. 6,000, only Amazon has a real shelf there — but it is a shelf of brands with no high-street presence, thin review counts (66, 71, nine) and no obvious service network. The one exception is AQUA D PURE, which carried 13,097 reviews at Rs. 5,247.
If your budget is Rs. 7,000 to Rs. 14,000, both shelves are live and the brands are the same. Check the specific model on both: Havells was materially cheaper on Amazon on this morning, Pureit and KENT started at similar money, and the Native M0 was identical at Rs. 13,499.
If you want hot-and-cold dispensing, AO Smith, or anything above Rs. 20,000, Croma's shelf is simply where those machines are. And whichever you choose, the number neither page shows you — annual filter replacement and service — is the one that decides five-year cost. Our Croma TV price page covers the same checkout-versus-sticker gap on another Croma shelf.
The short version
Amazon's water purifier shelf: 28 clean listings, median Rs. 8,739 at 46 per cent off, 71 per cent of it under Rs. 10,000. Croma's: 55 listings, median Rs. 19,490 at 26 per cent off, 16 per cent under Rs. 10,000.
The 2.2× gap is brand mix, not markup. Five sub-Rs. 5,700 brands appear only on Amazon; AO Smith and Croma's own brand appear only on Croma, which also stocks each shared brand further up its range. Where they overlap it splits by brand — Havells was cheaper on Amazon, the Native M0 was Rs. 13,499 on both.
Frequently Asked Questions
Is Amazon cheaper than Croma for water purifiers?
On the two shelves we read on 2 September 2026, Amazon's median listing was Rs. 8,739 against Croma's Rs. 19,490, and 71 per cent of Amazon's shelf sold under Rs. 10,000 against 16 per cent of Croma's. But most of that gap is what each retailer stocks rather than what either charges: five brands priced Rs. 3,956–5,690 (AQUA D PURE, Aqua X Pure, PROVEN, AquaUltra, Addyz) appeared only on Amazon, while AO Smith and Croma's own brand appeared only on Croma. Where both carried the same brand the answer varied — Havells was cheaper on Amazon, and the Native M0 was Rs. 13,499 on both. Neither figure is a checkout price.
What is the cheapest water purifier at Croma?
The cheapest listing on Croma's shelf on 2 September 2026 was an Aquaguard Eden 5L UV + UF at Rs. 5,000, shown as 77 per cent off an MRP of Rs. 21,490 — the biggest badge anywhere on Croma's shelf. Below Rs. 10,000 Croma also listed a KENT Smart UV at Rs. 6,890, a Pureit Classic UV at Rs. 7,490, an Aquaguard MIST NXT at Rs. 7,499, Croma's own 7.5L UV+UF at Rs. 7,999 and a Livpure Daze 7L at Rs. 8,190. Only nine of Croma's 55 listings sold under Rs. 10,000.
Why are Amazon water purifiers so much cheaper?
Because Amazon's shelf includes a block of brands that Croma's does not carry. AQUA D PURE, Aqua X Pure, PROVEN, AquaUltra and Addyz accounted for eight listings priced Rs. 3,956 to Rs. 5,690, all badged 71 to 83 per cent off, and they pull the median down. Remove them and the two shelves converge across the brands both stock. It is worth weighing what you give up: those listings carried review counts as low as nine and 66, none of them appears on Croma's shelf, and we have not tested any of them or verified their service coverage.
Which brands do Amazon and Croma both sell?
Seven appeared on both shelves on 2 September 2026: Aquaguard, KENT, Pureit, Livpure, Havells, LG and Native. Croma stocked more of each and further up the range — 16 Aquaguard listings to Rs. 29,999 against Amazon's nine to Rs. 15,999, and Pureit to Rs. 24,700 against Amazon's Rs. 8,199. AO Smith and Croma's own brand were on Croma only; AQUA D PURE, Aqua X Pure, PROVEN, AquaUltra and Addyz were on Amazon only. Treat the ranges as catalogue coverage, not as the same machine priced twice.
Does the discount percentage tell you which retailer is cheaper?
Not on these shelves — it points the wrong way. Amazon's median badge was 46 per cent and Croma's 26 per cent, yet Croma's median price was more than twice Amazon's. The badge is computed against each seller's declared MRP, so it tracks how the reference price is set for the brands that retailer stocks. The reliable comparison is the rupee price of the specific model you want on both sites, plus the bank offer, exchange value or EMI available at each checkout — and then the filter replacement cost, which neither listing shows.
Prices & codes last verified: 2 September 2026
Every price, MRP and discount percentage on this page was read on the morning of 2 September 2026, logged out and unfiltered: Amazon.in's popularity-sorted search results for water purifier ro, water purifier under 10000 and ro uv water purifier (34 distinct ASINs, of which six showed an MRP exactly 100 times the selling price and are excluded from every figure here), and Croma's search results for water purifier and ro water purifier, two pages each (55 distinct listings). This is not a like-for-like product comparison: apart from the two cases we name explicitly, the listings on the two shelves are different models with different tank capacities, purification stages and features, so medians and brand ranges describe catalogue coverage rather than the price of any single machine, and the two samples are different sizes. Both are first-page snapshots rather than either retailer's full catalogue. Listing prices change constantly and are not what you are charged at checkout, which depends on bank and card offers, exchange value, no-cost EMI, coupons, delivery and installation; the price shown at your checkout prevails over anything here, and neither shelf displays replacement filter cost or annual service charges, which are usually the larger long-run expense. We have not installed, run, serviced or tested any purifier named on this page and make no claim about purification performance, TDS handling, mineral retention, filter life, warranty service, service network coverage or reliability, and nothing here is a recommendation to buy from either retailer or any brand. Nothing on this page is health, safety or medical advice, and no claim made by any manufacturer about water quality is verified or endorsed by us. An MRP is a maximum retail price declared by the seller and is not a price we have observed anyone paying; where we compare discount percentages we are describing arithmetic visible on the listing pages, and no wrongdoing by Amazon, Croma, Aquaguard, KENT, Pureit, Livpure, Havells, LG, AO Smith or any other company named is stated or implied. Zoutons may earn a commission if you buy through links on this page; it does not change what you pay, and nothing here was reviewed or approved by Amazon, Croma or any brand named.
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