Tata Swach - better than the Nano?

(via Business Standard) The Tata's announced their latest product, this time in the water purifier space, recently. Two variants of the "Tata Swach" water purifier, one priced at Rs. 799/- and the other at Rs. 999/- will be available in the market by the end of the month. This will enable the Tata's to take a larger share of the Rs. 10,000 crore water purification market.

The Swach purifier, has a life span of 3000 litres, which will last a family of 5 a full year. The filter uses paddy husk ash as a matrix, bound with microscopic silver particles to kill 80% of the bacteria that cause diseases. And India produces 20 Million tonnes of paddy husk ash a year, known for long to have water cleansing properties.

A great product, has all elements of "frugal engineering" and a great collaborative effort:

• Needs no electricity, and uses local materials
• Doesn't need running water like most other electricity powered water purifiers do
• Complies with US EPA standards
• Collaborative effort between three organizations - TCS, Tata Chemicals and Titan Industries (try getting 2 organizations in one company to work together!)
• Great combination of nano technology, precision engineering and CAD technologies

This one is a coup. And notice the way Tata's launch their products - free press, stir the imagination of consumers, get their distribution networks in place, make consumers "line up" to book/buy the product. Many other companies would have done this after blowing up tens of crores.

Here's a toast to a great green product, to frugal engineering and frugal marketing. I am queueing up to buy this one!

PS: Here's my previous article on Water Management - Jalyatra - http://www.blogger.com/previous