Tata Chemicals enters water purifier business

Tata Chemicals has become the latest organised player to enter the Rs1,300 crore water purifier industry with the launch of its low-cost water purifier product, Swach.

The product was unveiled by Ratan Tata, chairman, Tata Sons, in Mumbai on Monday.
Swach, available for Rs799 and Rs999, is capable of purifying 3,000 litres of water, after which the cartridge-bulb that purifies the water stops the flow. Bulb replacement costs Rs299. The product does not require electricity or running water and is the cheapest purifier in the industry, costing less than Eureka Forbes’ AquaSure and Hindustan Unilever’s Pureit that are available at Rs1,800 and Rs2,000, respectively.
Swach has been launched after over 4 years of planning among several Tata firms — Tata Chemicals, TCS and Titan — and testing across small towns during the Tsunami relief period.

The technology used in the product called TSRF uses ingredients such as rice husk ash and another embedded nano technology. The product has filed for 15 patents. Tata Chemicals is looking to sell 3 million units of Swach in 5 years. While the current technology is effective against 6 types of bacteria, the company will formulate products suitable to tackle arsenic, flouride and viruses. Swach will initially be rolled out in Maharashtra and then taken to two other states shortly, in another 5-6 months Tata intends to make Swach national.

“In the first year, Tata Chemicals is looking to sell a million units, and investing Rs100 crore over five years at its manufacturing facility,” R Mukundan, managing director, Tata Chemicals, said.

The company is eyeing rural markets that are pressed with shortage of clean drinking water. Tata Chemicals will work through NGOs, traditional retail channel and utilise its network of Tata Salt to reach maximum outlets.

“We are also keen to partner with companies that have a good network in the rural markets,” Mukundan said.