From revolutionizing indoor air purification with Blueair to transforming water quality with Bluewater, Swedish ecopreneur Bengt Rittri, founder and CEO of Bluewater, has purposely dedicated his entrepreneurial journey to creating healthier environments.. With a passion for sustainability and innovation, he transitioned from a senior management role at Electrolux to launching and scaling two globally recognized brands. His commitment to technology-driven solutions has led to award-winning advancements in air and water purification, ensuring cleaner living conditions for millions worldwide. In this interview, he shares insights into his business philosophy, the impact of artificial intelligence, and the challenges of educating consumers on environmental health risks. He also discusses strategic leadership, fostering a positive company culture, and the future of sustainable hydration. Whether you’re an aspiring entrepreneur or a business leader, his story offers valuable lessons on resilience, innovation, and purpose-driven success.
Can you describe your entrepreneurial journey and the motivation behind starting your business?
My journey started when I left a senior international management role at Electrolux head office in Stockholm, Sweden, in 1996 to launch an indoor air purification company, Blueair. Over the next 20 years I built Blueair into a world-leading, award-winning operation with sales in over 60 countries, from Europe to the USA, China, and Asia. That journey culminated when I sold Blueair to Unilever in 2016. But I did not feel I was finished as an entrepreneur, so I started a new venture – this time in the water sector – which I called Bluewater, while I also launched my own Stockholm-based purpose-driven investment fund, named Blue, that has successfully helped a raft of companies focused on delivering products and services geared to promote a greener, healthier planet. Since I was a youngster in my teens, I’ve always been passionate about healthy living and protecting our planet’s environment, which has been the driving motivational force behind my businesses.
How do you stay ahead of technological advancements in your industry, and how has this impacted your business model?
I’ve always been fascinated by technology and how it can be used if harnessed correctly to serve humankind. As a result I’ve made building innovation into product development a core business philosophy. Then of course I focus on continuous market and tech trend monitoring and nowadays leveraging the benefits delivered by the digital transformation in marketing and sales.
What role does artificial intelligence play in your current operations or future plans?
AI is now playing a key role in the development of every company, although we are still in the early stages of its true potential. For us at Bluewater, we already are developing AI-powered diagnostics that can aid after-sales and service evolution and exploring its use in our own production facilities in China for efficiency and quality gains.
Can you share a significant challenge you’ve faced in your business and how you overcame it?
Because all my businesses are purpose driven with the aim of helping human health and wellbeing by delivering clean indoor air or drinking and washing water without pollutants such as PFAS, microplastics and bacteria the biggest challenge has been about educating consumers and business owners about the dangers of breathing air or drinking water that is contaminated. People tend to take the purity of their air or water for granted, but sadly that is not the case in cities and other urban areas facing unprecedented chemical pollution by industries, transportation and agriculture. The reality is the microplastics, for example, are in the air we breathe, the water we drink and the food we eat, a consequence of how we’ve allowed the unfettered use of single-use plastic. We work hard at overcoming public lack of knowledge about the health risks of pollution using science-backed messaging that reveal both the problem and the solutions.
How do you approach strategic planning and decision-making in your organization?
We create smart goals by clearly defining our business objectives based on market research and competitive analysis . Then we ensure those goals they are cascaded down into every level of our international organisation. I am a strong believer in OKRs (objectives and key results) to ensure we have an agile, always-on strategic planning framework to help us with our progress tracking. We also work extremely hard at ensuring team alignment and collaboration that also encompasses distribution partners and other stakeholders.
What is your approach to leadership and fostering a positive company culture?
For us, life is about leading with vision and purpose. Internally that boils down to making sure all employees understand our mission, vision, and values and how their work contributes to the larger goal. This means we strive continuoysly at prioritizing open communication throughout the organization as well as empowering and developing our employees.
How do you ensure your business remains adaptable and responsive to market changes?
To be successful in our highly competitive world demands a proactive mindset, agility in operations, and a culture of continuous learning. This requires staying close to our customers, agile decision making, an internal culture of innovation, and leveraging technological innovation.
Can you discuss a recent innovation or project that has been particularly successful for your company?
This year has seen us successfully launch a game changing product that is already taking the speciality coffee industry by storm. The Bluewater Café Station 1™ is an advanced water purification and mineralization system specifically designed for coffee shops and cafés. It utilizes Bluewater’s proprietary SuperiorOsmosis™ technology to remove up to 99.7% of contaminants, including microplastics, PFAS, heavy metals, and other impurities, ensuring the highest water purity for coffee brewing. A standout feature of the Café Station 1™, which was awarded the ‘Best New Product’ at the 2025 World of Coffee exhibition in Dubai, is its Liquid Rock™ mineralization process, which reintroduces essential minerals like calcium and magnesium into the purified water in a precise 2:1 ratio. This balance enhances the extraction of coffee flavors, allowing baristas to tailor the taste profile—such as acidity and sweetness—to highlight the unique characteristics of different coffee beans. The system offers customizable mineralization levels—Light, Medium, and Bold—enabling baristas to adjust water composition to suit various brewing methods and flavor preferences. This flexibility ensures consistency and precision in every cup, contributing to an elevated coffee experience for customers. Additionally, the Café Station 1™ is designed to prevent scale buildup in coffee equipment, reducing maintenance needs and extending the lifespan of machines. Its compact design allows for easy integration into existing café setups, making it a practical choice for establishments aiming to improve both coffee quality and operational efficiency
What are your long-term goals for your business, and how are you working towards achieving them?
Bluewater has set its sights on being the world’s most planet-friendly water purification and beverage company by innovating disruptive hydration solutions for home, work, and play. We are on track as we’ve been honoured with two Fast Company World Changing Ideas Awards, a K&B Kitchen Innovation of the Year Award, and a coveted 2024 GOOD DESIGN® Award from the prestigious Chicago Athenaeum: Museum of Architecture and Design. And Bluewater products today are available to globally to consumers, hotel and catering operations, event and venue organizations, and educational institutions.
What advice would you give to emerging entrepreneurs in your industry?
Innovate sustainably, prioritize quality, build trust, embrace technology, create solutions that truly impact lives and the planet.
