A single post on X (formerly Twitter) by Nilesh Shah, Managing Director of Kotak Mahindra Asset Management Company, has ignited a storm of criticism against Eureka Forbes, once one of India’s most trusted names in home appliances and water purification.

A Trusted Brand Turns Frustrating Experience

In his viral post, Shah narrated his personal ordeal with multiple Eureka Forbes products.

“We bought this Water Purifier by Dr Aquaguard in Oct 21 replacing our perfectly working old Eureka Forbes water Purifier for the promise of herb infused water. That promise remained unfulfilled as the product was stopped immediately thereafter,” Shah wrote, highlighting how the company discontinued the product shortly after purchase.

He continued to recount how his subsequent experience with the brand only got worse.

“We bought this zerobend MOP N VAC vacuum cleaner by Eureka Forbes after some time. It started leaving scratches on marble floor. Complained a couple of times but didn’t find any solution. Stopped using it.”

Despite two disappointing experiences, Shah gave the brand another chance by ordering a new water purifier on September 13. What followed, however, was a frustrating sequence of delays and unresponsiveness.

“Had to follow up with them to deposit our cheque. They were kind enough to deposit our cheque on Sept 29th. Started following up for delivery. Earlier they were kind enough to reply and give dates. Now they have stopped replying even on WhatsApp.”

He ended his thread with a pointed remark on brand loyalty overriding poor service:

“Brand can win over customer service.”

Power of Brand.

We bought this Water Purifier by Dr Aquaguard by @EurekaForbes in Oct 21 replacing our perfectly working old Eureka Forbes water Purifier for the promise of herb infused water.

That promise remained unfulfilled as the product was stopped immediately thereafter… pic.twitter.com/F9IoOjGa2I

— Nilesh Shah (@NileshShah68) October 12, 2025

Consumer Grievances Flood In

Shah’s post triggered a flood of replies from customers narrating similar experiences with Eureka Forbes:

• @PrateekJainDev shared how his purifier failed after eight months despite an AMC. The technician even advised him to stop buying from the company and instead purchase parts directly from him.

• @amitRoark accused the company of installing timer-based limitations on filters to force replacements every 6–9 months, calling it “early signs of brand demise.”

• @Now_Abhi82 said service quality has “declined sharply in recent years,” recommending other brands like LG for water purifiers and Philips for vacuum cleaners.

• @MLGupta59174023 described poor maintenance after buying a two-year AMC, resulting in “smelling water.”

• @gautamzaver27 highlighted a broken cleaning robot with no satisfactory service for over 35 days.

Many users echoed a common theme: once known for its stellar service and reliability, the brand appears to have lost its edge in both product quality and customer support.

A Reputation at Risk

Eureka Forbes has long been synonymous with water purifiers in India, especially with its flagship Dr. Aquaguard. But the chorus of consumer dissatisfaction points to a deeper trust deficit.

What makes Shah’s post particularly impactful is that it comes from a high-profile business leader with a reputation for measured commentary. His critique not only carries weight but also signals how declining customer experience can affect even legacy brands.

Brand Loyalty vs. Customer Service

Shah’s closing line — “Brand can win over customer service” — is both a statement of reality and a warning. For decades, Eureka Forbes built its reputation on trust. But in a market where competitors like LG and Philips are upping their service game, customers may not remain loyal forever.

The company has not yet issued any public response to Shah’s thread or the growing criticism online.

Author’s note: The situation surrounding Eureka Forbes reflects a broader shift in consumer expectations. Legacy brands can no longer rely solely on past reputation; consistent product quality and responsive service are non-negotiable.