Link CopyTwitterLinkedinWhatsappExclusive: Urban Company Co-Founder On How It Wants To Rewrite India’s Water Purifier Story With A 3-Year FilterUrban Company launched the Native M3 and M3 Pro water purifiers on 5 August 2026, the M3 from Rs 22,000 and the M3 Pro at Rs 25,999, with filters rated for three years. The M3 Pro adds app monitoring, a stainless-steel tank and a dot-matrix display. Native's FY26 revenue reached Rs 267 crore, up 130 per cent.Urban Company put two water purifiers on sale on Tuesday, and the number that matters sits inside the filter housing. The Native M3 opens at Rs 22,000 and the M3 Pro at Rs 25,999, both carrying filtration rated to run three years before a change falls due, backed by a three-year warranty. Every incumbent in the category built its economics on the opposite assumption: that a purifier is a cheap box sold once and an annual maintenance contract sold forever. Native is now selling the third generation of a machine designed to make that contract disappear.Varun Khaitan explained the logic over an hour at an Aerocity hotel, on the sidelines of the launch, in a white Urban Company shirt cut the same way his service partners wear theirs. He is the company's co-founder and chief operating officer, and he answers questions the way a category manager does, with the unit economics loaded and ready. He holds a measured register for about four sentences at a stretch, then turns hard on competition, on margins, on where Native lands three years from now.About The AuthorAt heart, I am a storyteller drawn to the watershed moments that bend the technology landscape. I braid narrative with data, humanise statistics, and trace the arc from first spark to world-changing impact. My reportage, features and reviews are witty, sardonic, visual and vivid, using anecdote to illuminate rather than eviscerate.