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Ion Exchange to tap rural water purification market

Our Bureau

New Delhi , Sept. 3

AFTER tapping the industrial and home segment in urban areas, the Rs 182-crore Ion Exchange company, known for its retail product Zero B, aims to tap water-purifying requirements of the rural market.

"The water purifying market potential for the rural Indian population is Rs 50 crore. We get around Rs 4-5 crore from the rural market as of now," said the Managing Director of Ion Exchange (India) Ltd, Mr Rajesh Sharma.

A huge proportion of India's 700 million rural population suffers from diseases caused due to contaminated water, said the Vice-President (Corporate Marketing), Mr Ajay Popat. The water could be contaminated due to presence of microbes, as well as high levels of fluoride, nitrates, iron and arsenic.

To cater to this segment, the company has developed several water purifying hand pump attachments specifically for fluoride removal that do not need power for functioning and cost between Rs 30,000 and Rs 35,000. The Maharashtra Government has acquired 67 of these units, said Mr Popat.

The company has also developed point-of-use fluoride removal units to be used at home, which cost between Rs 2,000 and Rs 2500. The Karnataka Government has acquired around 10,000 point-of-use fluoride removal units recently.

Moreover, Ion Exchange has installed around 170 arsenic and iron removal hand pump attachments for the West Bengal Government. The arsenic and iron removal hand pumps cost between Rs 70,000 and Rs 1,00,000.

While high fluoride content in water adversely affects around 25 million people in 11 States in the country; over 30 million people in West Bengal suffer due to arsenic content in water.

More Stories on : Water | Rural Marketing | Rural Development

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