Affordable Water Purification and Testing Solutions For Safe Drinking Water (POU & Community level)

Indovation 2015Workshop on Technology for Water Quality and Sanitation

In Rural AreasHotel Radisson, 24th Jan 2015

Dr. K.Vijaya Lakshmi

Development Alternatives

&

TARAlife Sustainability Solutions Pvt. Ltd.

The USP Of DA Technologies

• A science and technology based organisation

• R&D supported by DST

• Technology innovation or adoption with social objectives benefitting people and planet

• Solution packages keeping sustainability in mind

• Targeted at BOP, low/no energy and low rejects based solutions

• Strives towards end user ownership of technologies

• Provides tools for community action to complement Government efforts

TARAlife

Marketing Plan for 2011 ~ 12TARAlife Sustainability Solutions Pvt. Ltd.

TARAlife is a social business enterprise dealing with

manufacturing & sales of Environmental monitoring

and Basic need “Quality of Life” products for the BOP

segment.

• Registered in 2013.

• Product Range in Water Sector:

Aqua+ Water purification Solution for BOP Segment.

Water testing Kit (Multi parameter, as well as single parameter kits for

Iron, Fluoride, Arsenic, Residual Chlorine, Nitrate & Hardness).

Aqua Check Vials (H2S Vials).

TARAlife

Product Portfolio

Jal-TARA Water Testing Kits Pawan TARA Air Testing Kit.Aqua+

TARA Aqua check Vials TARA Soil Testing KitJal Tara Water Filter

Framework to reach consumer

Consumer

Technology / Product

Delivery / Supply Chain

Social Marketing /

Demand Creation

• Locally relevant• Affordable • Quality Product• Risk-Free Proposition; • Price perception

• Mix of APL and BPL

• Behaviour change

communication-

• Involving influential people in

the community

• Efficient “last mile” delivery channel

• Product is easily and always available

• Sufficient margin/value for all stakeholder of the chain

Aqua+

AFFORDABLE and RELIABLE water purification solution to the BoP households

Product Innovation : For reducing the brunt of waterborne

diseases among BoP

Aqua+ “Do boondo ka Jadoo!”– Based on a Swiss technology “Antenna WATA”

Product

Innovation

The product has the following features:

• Brand name : Aqua+

• 50ml Sodium Hypochlorite solution (liquid bleach)

• Can treat 500 litres of water

• Clear instructions in English and Hindi

• Shelf life of 6 months from date of manufacturing

The product is very easy to use:

• Add ½ cap in 20 litres of water or 2 drops per litre

• Mix with a clean Spon, Wait for 30 mins

• Now water is safe to drink

• MRP of product is Rs. 42

TARAlife

Marketing Plan for 2011 ~ 12Aqua+

Merits over other products

• Boiling – energy loss,global warming,

• Cloth Filtration – do not remove bacteria

• Do Boond - easy to administer

• Highly affordable

• Household filters – not affordable, no supply chain in

remote areas for catridge replacement

• Free Chlorine tablets – irregularity in

supplyLow Cost Household Filter

Liqiud Bleach

• Increase awareness on the risks of consuming unsafe water

PHASE 1

Awareness raising

• Increase commitment and action among key influencers and decision makers for safe drinking water

PHASE 2

Advocacy

• Empowering families and communities with correct information to promote demand for safe water, hygiene practices and collective action for ensuring safe drinking water for all.

PHASE 3

Social and Behaviour Change

TARAlife

Marketing Plan for 2011 ~ 12Aqua+

Social Marketing

Co

nsu

mer

TARA

life

Channel Partner

Direct

Sales

Retail

Sales

Delivery

Channel

for Aqua+

Events /

Demos

D2D

Campaign

Wall

Paintings

TARA

life

Channel

Partner

Social Marketing

for Aqua+

Tools for Demand Generation

Flyer Poster StickerBanner

Involving change agents to create higher impact (onsite Water Quality Testing, Awareness' generation

campaigning in targeted community and Street play)

TARAlife

Marketing Plan for 2011 ~ 12Aqua+

Support from TARAlife

1. Technical training and briefing about Aqua+ the feet on the ground

2. Free of Cost – IEC Material (Stickers, Poster and Fliers)

3. Free of Cost – Sample bottles of Aqua+

5. Brand building support through additional Social Marketing Activities

4. Free of Cost – Business Promotional Tools for retail shops

Sticker Flier Poster

TARAlife

Marketing Plan for 2011 ~ 12Aqua+

Value proposition for sustainability

For Consumer….

• Affordable

• Easy to Use

• Readily and Easily Available

For Channel Partners….

• Create social impact

• Profitable

• Risk-free – No Capital Investment required

• Tap into existing delivery network instead

of creating new ones

TARAlife

Marketing Plan for 2011 ~ 12Aqua+ - Geographical Presence

Target Geographical Area :

U.P, M.P, Haryana, Bihar, Chhattisgarh, Jharkhand,

Rajasthan, Maharashtra & Hill States.

More than 16 Channel Partners are already established

Ensuring Bacteria Free Safe drinking Water with

Jal TARA Filter

A Slow Sand Filtration System

Developed by:

Development Alternatives

TARAlife

Marketing Plan for 2011 ~ 12Jal–TARA Water Filters

Water Quality Assurance

Provides Safe drinking water without the

use of Electricity or Chemicals!

Daily Capacity is 2500 ~ 3000 Litres which is

enough for 80 – 100 households.

Removes :

1. Pathogenic Bacteria

2. Turbidity (Cloudiness in water)

3. Excess Iron

Jal-TARA Filters assure the same level of purity as boiled water

Jal-TARA Filter installed at Bal Bhawan, New Delhi

Over 1000 Jal-TARA Water Filters have been installed

all over India.

Jal-TARA Bio Sand Filter

How is it special:

A Modular Slow Sand Filtration System:

Nature borrowed way to purify the water

No other equivalent community filter product available

Salient Features:

Biological filter designed with advanced technique of

fabric protection to increase efficiency of pathogen

removal

Filter is thoroughly tested under laboratory and field

conditions

Zero maintenance cost for about 10 years

Performance certified by NABL accredited laboratory

Product Specifications:

Filters upto 3000 liters water per day

Does not require any electricity or chemicals

Remove pathogenic bacteria, turbidity (dust, dirt &

suspended material) and iron

Installation so far: 200 in ten states

Who can use Jal TARA Filter•Housing societies

•Ideal for builders making new housing flats

buildings (very positive aesthetic and healthy

value addition to their customers water supply)

•Safe drinking water to workers at big construction sites

•Schools & Colleges

•Corporate offices

•Hospitals

•Rural & Panchayat water supply systems

•Railway stations

•Panchayats

•Water ATMs

TARAlife

Marketing Plan for 2011 ~ 12

DA providing safe drinking water to 15,000 schoolchildren!

Letter of appreciation from the principal

of MCD Primary Boys School, New Delhi

Assurance of Safe Drinking Water

Jal-TARA Water Filter – Success

Sto

Vidyasagar Public School,

Gurgaon

Govt. Senior Sec. School,

Gurgaon

Sarvodaya Girls School No.1,

New Delhi

MCD Primary Boys School,

New Delhi

Jal-TARA Arsenic Filter(POU)

Technology Features

• Zero Valent Iron media, caters to multiple parameters ( Arsenic, bacteria, turbidity,iron)

• Provides 15-20 litres per hour of arsenic free water (in safe limits less than 50 ppb

• Capacity to treat up to 2000 Litres of water

• Does not require electricity or chemicals for operation

• Low maintenance cost and maintenance does not require skilled labour

Promotional Challenges

• Sustainable delivery channel

• Local publicity support

• Stakeholder regular awareness & capacity

building exercises.

• Outreach to the users

Clay

Hybrid (plastic & clay

Plastic

Clay

Arsenic Filter Domestic

Salient features:

Filtration capacity: Can provide approximately 7

litres per hour of arsenic free water (in safe limits

less than 50 ppb from 400 pbb).

Filter media life: Can purify about 2000 liters of

water from each new lot of media

Handy, portable, easy to install at any site in rural,

urban, semi-urban and remote areas

System is capable of removing iron, turbidity

along with Arsenic

Low cost maintenance

Maintenance does not require skilled labour

Performance certified by NABL accredited lab

Jal TARA Arsenic Filter

Amrit Arsenic Filter Community- In collaboration with IIT Chennai

Amrit Arsenic and Metal Removal by Indian Technology

Technical details: Iron and turbidity removal by physical

filtration, arsenic removal by adsorption

Product elements: One input water storage, one output water

storage tank kept on a stand along with purification

cartridges

Material of construction: food grade polypropylene for plastic

components. Food grade ingredients for absorbents

Mode of operation: Manual pouring of water or through a pump, gravity flow to the

output tank

Electricity requirement: No electricity required for operation, electricity may be

used to operate pump

Replacement frequency: Yearly for arsenic removal media, 3-5 years for turbidity

removal media

Expected life of the Unit: 15 years

Jal-TARA Testing kit

Jal-TARA Water Testing Kits (14 Parameters)

Field based Testing/Monitoring Tools

Physical: pH, Temperature, Turbidity

Chemical: Fluoride, Chloride, Residual

Chlorine, Phosphorous, Hardness, Nitrate,

Iron, Ammonia, Dissolved Oxygen

Biological: Coliform Bacteria, Benthic

DiversityOther Customized Jal-TARA water test kits

Fluoride test kit

Nitrate test kit

Iron test kits

Arsenic test kits

Residual chlorine test kits

Commercially available since 1997Total users app-100000

TARAlife

Marketing Plan for 2011 ~ 12Jal–TARA Water Testing Kits

Range of Products

The different Jal-TARA Kits that are available are:

14 Parameter Testing Kit

pH and Fluoride Testing Kit pH and Nitrate Testing Kit

pH and Iron Testing Kit

pH and Residual Chlorine

Testing Kit

Arsenic Testing Kit

pH and Hardness Testing Kit

pH and Chloride Testing Kit

Jal-TARA Kit users

by Municipal Engineers at Ichalkarangi, Maharasthra

Kit used at Balasore, Orrissa

Kit used at Wadi, Gulberga District, Karnataka

TARA AquaCheck Vials

TARA Aqua check Vials

Bio Sand Filters (Community)

India

Jal TARA Filter

Amreli

Gujarat

UttraKhandDelhi Pithoragarh

Uttrakhand

Morattandi Dalit

Settlement, PondicherryAhirwar Community of

Madore village, Orchha,

MP

Jal-TARA Filter Working at Various Location in the Country.

Bal Bhawan

New Delhi

Vidya Bhawan Senior

Secondary School,

Udaipur , Rajasthan

Aundipatty, Dist Theni, Tamilnadu

Children Remand

Home, Aurangabad,

Maharashtra

Uttrakhand Haryana

Thank You…

Thank you