Water purification appliances leader Eureka Forbes (EFL) yesterday unveiled an invention in the storage water purifier segment that delivers chemical-free, safe drinking water instantly. The product is targeted at people who are 'the bottom of the pyramid'.
The device, under the existing Aquasure brand, works on innovative positive charge technology (PCT) and comes with a cartridge that filters all the impurities in water like bacteria, viruses, physical contamination and chemicals.
''We are passionate about water and we want to be leaders and innovators in this space,'' said Shapoor Mistry, chairman, Eureka Forbes. Eureka Forbes is part of the Shapoorji Pallonji Group and is headed by the reclusive Pallonji Mistry as the chairman.
His two sons, Shapoor Mistry and Cyrus Mistry, look after the group's businesses including construction, real estate, and infrastructure. Cyrus Mistry also sits on the Tata Sons board.
According to the company, the new product with Surekit Shield will compete with the Tata Group's Swatch and Hindustan Unilever's PureIT in the Rs1,550 crore storage-water-purifier market.
The company claims that SureKit uses nanotechnology to trap viruses and bacteria and the third generation product does not use any chemicals like other chemicals and is therefore superior.
Raman Venkatesh, chief technology officer, Eureka Forbes says Aquasure SureKit Shield has double the storage capacity (20 litres) compared with rival products in the market.