Tata Chemicals launches Tata Swach in Pune
Pune: January 13, 2010

	Kick-starts phased roll out in Maharashtra
	World’s most cost effective water purifier from the Tatas, improves affordability of safe drinking water for millions of Indian families

Pure water is one of the world’s most precious natural resources. With much of India’s population denied access to safe drinking water, the development of a safe, convenient and affordable water purification solution is one of the biggest social and technological challenges in the country.

Responding to this challenge, Tata Chemicals unveiled its unique and innovative water purifier Tata Swach to the Indian market in December 2009. Today, with the commercial launch of the product in Pune, the company has embarked upon its journey to fulfil the commitment made to deliver a cost-effective purification solution.

Speaking at the launch R Mukundan, managing director, Tata Chemicals, said, “Tata Swach combines technology, performance, convenience and above all, affordability to serve the basic human right of millions of consumers. With the launch of Tata Swach, we are taking a small step towards fulfiling our Chairman’s vision of making safe drinking water available to all at an affordable cost. Just as Tata Chemicals dedicated itself to the eradication of goitre with Tata Salt, with the launch of this product, we are committing ourselves to address the problem of water-borne diseases.”

Tata Swach is a portable water purifier and requires no energy or running water to operate. Made of low-cost natural ingredients, it is a replaceable filter-based product which delivers safe drinking water at a revolutionary market price of Rs30 per month for a family of five.

Built around a bulb-like water purifier made of natural elements like rice husk ash impregnated with nano-silver particles, Tata Swach is convenient to use. The product development process has resulted in 14 patents being filed by the company.

Tata Swach is available for Rs999 with 18-litre capacity. The replaceable filter, which automatically stops water supply after its useful life, is priced at Rs249 and can be used to purify 3,000 litre.

Ashvini Hiran, chief operating officer, consumer products business, Tata Chemicals, said, “The Tata Swach bulb (replacement cartridge) can purify up to 3,000 litre of water after which the cartridge stops water flow. The water purifier allows the user enough time for cartridge replacement and will be sold like an FMCG unit. We would also leverage the existing network of our Tata Salt business to make it easily available.”

Speaking at the occasion, Sabaleel Nandy, business head, water purifier business, Tata Chemicals, said, “We are happy to begin the product roll out from the Pune market. The endeavour is to make the product as widely available as possible. Tata Swach would be available in most consumer durable and kitchenware retail shops.”

Tata Swach produces clean and safe water without the use of electric power or running water, both of which are often not available in rural areas. The cartridge bulb is packed with a purification medium which has the capability to kill bacteria and disease-causing organisms.

Speaking about the superior technology used in developing Tata Swach, Murali Sastry, chief scientific officer, Tata Chemicals Innovation Center, and one of the topmost nano-scientists in the world, said, “A key part was the insight that a natural material can be processed to significantly reduce waterborne germs and odours when impure water is passed through it. It is an enormous privilege to be a part of the development team on a project which has the potential of positively impacting the lives of millions of people globally.”