Tata Group Launched TATA Swach : Tata Water Purifier | Tata Swatch Price in India|tata swatch, tata water purifier, tata chemicals | Tata Grp to provide world's most affordable water purifier

After launching the world's cheapest car, Ratan Tata, Chairman, Tata Group, has embarked on a new journey -- one that looks to provide the world's most affordable safe drinking water purifier. CNBC-TV18's Swati Khandelwal Jain reports on Tata Swach.
Rs 100 crore over the next five years, that's what the Tata Group's new initiative -- making the world's most affordable water purifier -- will cost it. With very thin margins, the group is betting on volumes to make its latest product -- Tata Swach -- a success. Over the next five years, the group aims to make safe drinking water available and affordable to 3 million households across India.
While Rs 100 crore will be invested in manufacturing these purifiers, the company will also spend heavily on advertisements and marketing. It will tie-up with non-government organisations to reach the consumers. By the end of the year, the product will be rolled out in three states -- Maharastra, West Bengal, and Karnataka. It will have a pan-India presence by June 2010.
R Mukundan, Managing Director, Tata Chemicals, says, "The way we view a competition is more like partners. We do not want to call them competitors because we believe there is a huge unaddressed market. Rather than pit one against another, we should focus on expanding the market. Our view is that there is enough water there which needs to be purified which all of us can go and do our job. We would want to work with everybody else. If somebody has a better idea to do it, we would like to partner with them."
Tata Swatch comes after years of collaboration between Tata companies like TCS, Tata Chemicals, and Titan. The technology is based on low-cost natural ingredients like rice, husk, and ash, and uses nano technology to make it efficient.
"We found a technology which was lying in TCS. TCS then partnered with Tata Chemicals to look at marrying nano technology with rice, husk, and ash and has worked out well for this product. Everybody knew the benefits of rice, husk, ash and everybody also knew the benefits of nano technology. It is just that these two were not put together in a format which could be then commercialized," Mukundan added.
Tata Group has already set up a plant in Haldia with a capacity of one million units, with the potential to scale this capacity up by another one million units in three months. The product will be available at two price points -- one at Rs 749, and one at Rs 999. The company says the product will mean a family of five can get drinking water for as little as Rs 30 per month.
source - http://www.moneycontrol.com
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