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Essay text:
Brita was licensed by Clorox from Brita GmbH, a German company in 1987. Under the license agreement, Clorox would buy filters from Brita and the first Brita product was a pitcher water filter.
As of 1999 over 17 million Brita pitchers were sold in US and the Brita brand was generating over $ 200 million revenues in a year, an estimated 13%-15% of the total US households were using a Brita Pitcher and Clorox held a 70% market share of the total market.
Current Situation
In 1999, PUR, Clorox's competitor, launched a different water purification product, which is a filter that screwed onto kitchen faucets...
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