You are here: Home » Companies » News
Business Standard

HLL launches its water purifier 'Pureit' in Chennai

Our Regional Bureau  |  Chennai 

(HLL) is targeting Chennai's Rs 800-crore purified water market with its 'Pureit'. Pureit filters ground water to make it potable.
Addressing mediapersons at the launch of Pureit in Chennai, Dhaval Buch, vice-president (water), HLL, said that the product was jointly developed by HLL and Unilever research team. "The project took five years to complete. We plan to launch our advertising campaign in a week's time," he added.
Buch said that Pureit has been certified by the US-based Environmental Protection Agency and National Environmental Engineering Research Institute for protection against viruses, bacteria and parasites.
"This product does not require boiling of water, electricity or continuous tap water supply. Pureit, however, does not reduce salinity level in water. The company has patented its germkill battery technology used in the water purifier," he said.
Yuri Jain, general manager (water), HLL, said ,"We have set up 14 Pureit safe water zones at prime locations which leverage the 15 lakh households in Chennai. If and when required, we may add a few more."
The Pureit safe water zones are exclusive HLL showrooms where the consumers can test the validity of water purifier by using any kind of water. The intellectual model of these zones are owned by HLL although few of the showrooms are franchised, he added.
The water purifier is priced at Rs 1,500 and the germkill battery kit which will have to be replaced after 1,500 litres of water costs around Rs 250. An installment payment facility is also available for consumers.
Buch said that the overall cost of Pureit will work out to be 17 paise per litre of water. There is a possibility that people may reduce their purchase of drinking water cans, as the new product would give safe drinking water even if they use well water, he added.
"Going forward, we plan to launch them in towns like Coimbatore, Trichy, Madurai and Salem in Tamil Nadu," Jain said.
According to the World Health Organisation, 80 per cent of the diseases are water-borne which makes it important for people to drink boiled water.

First Published: Fri, February 04 2005. 00:00 IST