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Kolkata, Sept 11 Usha Brita, a 50:50 joint venture between Usha Shriram (of the Shriram Group) and Brita GmbH of Germany, has upgraded its Waterguard Storage Water Purifier with the German-Boiling (G-boiling) technology, according to Mr Suneel Saxena, Marketing Head, Usha Brita.

The G-boiling technology will enable three-stage water purification system and ensure that every drop of water is free from all harmful disease causing bacteria and viruses. The product will be priced at Rs 2,600, said Mr Saxena, announcing the launch here on Thursday.

Every drop of water kept in the purifier remains in constant contact with the special iodinated resin for a stipulated period of 20 minutes required to disinfect the water from bacteria and viruses, said Mr Saxena, explaining the benefits of G-boiling. “Irrespective of water level in the upper tank the water flows down at a constant rate thereby ensuring that every drop of water remains in touch with the health cartridge for minimum 20 minutes,” he said.

The company expects to clock 70-75 per cent growth in sales and revenue with the launch of this upgraded version of water purifier. “We have been selling 60,000-70,000 units of water purifiers on an annual basis for the last four-to-five years and with this upgraded system we hope to achieve annual sales of 1.25 lakh,” he said.

The company’s turnover from the appliances division was at Rs 250 crore in 2007-08 and it targets to achieve 20 per cent growth at Rs 300 crore. Water purification system accounts for almost 30 per cent of the total turnover of appliances division of the company, said Mr Saxena.

More Stories on : Strategy | Home Appliances

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