Urban Company, long recognised for on-demand household services ranging from plumbing and cleaning to beauty and wellness, is deepening its presence in consumer durables through its Native brand. The latest offerings underscore a clear strategy: design and build products that solve persistent ownership frustrations for Indian households rather than simply adding connected features for their own sake. Two standout products illustrate this approach—a statement-making water purifier engineered for three years of maintenance-free operation and a smart lock positioned as a personal doorman for the home.
Solving India’s Unique Water Purification Challenges
The Native M3 series water purifiers represent a deliberate response to one of the most common pain points in Indian homes: frequent filter replacements, unpredictable servicing costs, and the overall friction of owning a conventional reverse-osmosis system. The M3 is priced at ₹22,999 while the higher-spec M3 Pro sits at ₹25,999. Both models are available through the Urban Company app and website and come with free professional installation.
The defining claim is a filtration system designed to last up to three years without routine servicing or filter changes during that period. This is backed by an unconditional three-year warranty covering filters, membranes, electronics and service visits. Company executives note that India’s water conditions are significantly more challenging than those in many other markets, rendering off-the-shelf global solutions inadequate. Years of internal development in water science, filtration technology and electronics were required to create a system that could deliver consistent performance under local conditions.
The M3 Pro elevates the experience with a 10-stage purification process combining RO, UV, alkaline treatment and DualFlow mineralisation with copper-charge technology. It features a food-grade stainless-steel storage tank equipped with UV sterilisation and a distinctive dot-matrix display. Inspired by minimalist consumer-electronics design language, the display shows live TDS readings, purification status, tank level and water dispensed. Users can also monitor water quality, filter health and consumption in real time through the Urban Company app. The system includes a built-in battery for uninterrupted operation during power outages.
By extending filter life and eliminating frequent service visits, the company estimates substantial long-term savings—more than ₹26,000 over nine years compared with typical ownership models that require multiple filter replacements. The focus is not on premium positioning for its own sake but on delivering tangible value through reduced ownership friction.
The Personal Doorman: Native Smart Lock Ultra
Complementing the purifier is the Native Smart Lock Ultra, priced at ₹24,999. Co-founder and Chief Operating Officer Varun Khaitan describes it as a “personal doorman” for the home. The lock features a sleek, handle-first design that deliberately avoids the industrial aesthetic of many existing smart locks. It integrates 3D face recognition—sourced from a Swedish technology partner and comparable to Face ID—enabling hands-free entry even in low light. The system stores up to 50 faces.
A built-in camera provides live video streaming and two-way audio communication, allowing residents to see and speak with visitors from anywhere via the Urban Company app. Remote unlocking is supported even from outside the country. Additional access methods include fingerprint, PIN, RFID, temporary visitor codes, physical key and photo-based unlock requests triggered by the existing doorbell. Security is reinforced by five stainless-steel deadbolts, a hidden unlock mechanism within a steel mortise, and features such as privacy night latch, child lock and intrusion alerts.
Privacy safeguards are emphasised: live video is streamed only during interactions and is not stored, while biometric and other data remain encrypted on company servers and are used solely for home security purposes. Free installation and a three-year unconditional warranty complete the ownership proposition.
Design-Led, India-First Product Philosophy
Both products reflect Native’s broader philosophy. Khaitan has stressed that the goal is not to create yet another connected device but to address the biggest practical problems that smart hardware can meaningfully solve. Water purification and home access were chosen because they deliver clear, everyday utility for urban Indian households. The brand is deliberately avoiding a sprawling smart-home portfolio, preferring depth in a few high-impact categories.
Development has been largely in-house, requiring the company to build capabilities in water filtration science, electronics and industrial design from the ground up. This approach contrasts with white-labelling and allows tighter integration with Urban Company’s existing service network—professional installation, app-based monitoring and responsive after-sales support.
Building Momentum in Smart Homes
Native has already demonstrated strong commercial traction. The business has recorded rapid growth in net transaction value and revenue while steadily narrowing losses, with profitability approaching in the coming quarters. Filter-replacement kits from earlier cohorts are beginning to contribute recurring, higher-margin revenue. The combination of differentiated hardware, long warranties and service infrastructure is helping convert traditional appliance buyers into Native customers.
The smart-home market in India remains nascent, yet rising urbanisation and the willingness of consumers to pay for reliability and reduced hassle create a favourable backdrop. Native’s strategy of focusing on products that feel like genuine upgrades—rather than merely connected versions of existing devices—positions it to capture a meaningful share of this emerging demand.
By pairing thoughtful industrial design with solutions tailored to local conditions and backed by a nationwide service backbone, Urban Company is turning its deep understanding of household pain points into a coherent consumer-products platform. The statement purifier and personal-doorman lock are early evidence of that ambition, signalling a shift from pure services toward integrated home solutions that prioritise lasting utility over novelty.
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