The Hindu Business Line : British Berkefeld launches Cien range of water purifiers

Mr Sudhir S. Gupta, Managing Director, BBIPL, told the press on the occasion that the product, priced between Rs 3,000 and Rs 7,000, is different from the existing ones because it does not add any external agents or chemicals. This preserves the inherent minerals in the water, he said.

Instead, the product uses sub-micronic filtration technology - ceramic cartridges that have a porosity of 0.5 microns, which does not allow harmful bacteria through.

Currently, the market in India for water purifiers is about Rs 1,000 crore, he said, and growing at a rapid pace because of a sub-Rs 2,000 product just launched in the market. BBIPL hopes to capture about 20 per cent of the branded segment of this market, which would constitute about Rs 70 crore, in the first year of sales.

Unit sales

In terms of units, the company hopes to sell about 5,000 units a month in Tamil Nadu, where the product would be released initially.

In this endeavour, three channel partners have been enlisted. The product was test marketed in Indore, where it sold about 500 units in one month without the assistance of marketing activity.

The company's nationwide roll out will depend on its Tamil Nadu sales, he said.

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