Bollywood actress Esha Deol is now the new brand ambassador of water purifying systems manufacturer Kent RO, joining her mother Hema Malini and sister Ahana.

"I endorse a product only if I believe in it. Being a fitness freak I drink a lot of water. Hence my association with Kent RO seemed ideal," said Esha at a press conference Saturday where Kent's tie up with IndianOil was announced.

"Access to pure drinking water is a grave problem in a country like India. I myself drink less cold drinks and more water. Similarly I want Indian people to get pure drinking water and enjoy a healthy life," Esha told on Saturday.

With Esha joining the brand ambassador brigade that already encompasses Hema Malini and Ahana, Kent has shot a new television commercial with them.

"Signing Esha as the new brand ambassador along with Hema Malini and Ahana Deol is with a vision of making each family a 'healthy and happy family'," said Mahesh Gupta, managing director of Kent RO.

On Esha's association with Kent, Hema Malini said, "I am very happy with Esha's decision of endorsing Kent as she represents the youth. Water is the base of life and I want everyone to have clean water."

To make the most during the World Cup season the company has also come up with a new advertising campaign, which was launched by meditation guru Sri Sri Ravi Shankar.

"Water is an inimitable gift of nature and for pure living you need pure water," Sri Sri Ravi Shankar said.

The water purification market size is hitting 500,000 units per year, i.e. around Rs.6-7 billion in the organised sector.

Thanks to the tie-up with IndianOil, Kent RO will be able to use the oil giant's widespread reach with dealers and retailers.

"The strategic tie-up will provide a new and added thrust to the growth of the retail business plan for both the companies. It would also endow newer footprints into virgin markets for Kent RO, particularly in semi-urban and rural sector where IndianOil/Indane has a huge presence," said Mrinal Roy, executive director, IndianOil (LPG).

To meet the growing demand for water purifiers, which is anticipated due to the strategic tie up with Indian Oil, Kent RO has put up a new manufacturing plant in Roorkee.

"The new plant will start operating in April. It will manufacture 100,000 units per year in addition to the existing manufacturing capacity of 60,000 units per annum," confirmed Gupta.