Cien purifiers launched in Chennai

Chennai, Oct 6 (UNI) British Berkefeld (India) Private Ltd (BBIPL) in a joint venture with Fairely Industrial Ceramics Ltd, a UK company specialising in water purification, today launched 'Cien' water purifiers in Chennai market.

Addressing a press conference here, BBIPL Managing Director Sudhir S Gupta claimed the water purifier was ideally suited for the Indian market as it was capable of providing safe and pure drinking water at affordable price with hassle free maintenance and no power requirement.

Mr Gupta said British Berkefeld's ceramic catridge, capable of purifying ordinary tap water into pure drinking water free of sediments, colour, odour, harmful chemicals and disease causing micro-organisms, was located at the heart of the purifier.

Priced in the range of Rs 3,000 to Rs 10,000 depending upon the models, the Cien users were assured of getting water "99.999 per cent free of pathogenic organisms, metals and chemicals," he added.

He said unlike other purifiers, Cien did not require electricity and the "bio-silver catridge" which was the core of Cien, would purify water without taking away any of its inherent goodness like minerals and friendly bacteria.

The UK-made imported catridges eliminated entire bacteria and had a uniform porosity of 0.5 microns. It filtered all harmful bacteria, while allowing friendly bacteria, he claimed.

The company proposed to cover Tamil Nadu and Kerala before going for an all India launch. It test launched the product in Indore and the response was very encouraging.

"We wanted to study the market before going for an all India roll out," he added.

The market size in the branded segment was Rs 500 crore and BBIPL aimed at capturing 20 per cent of it in one year. They were planning to sell 60,000 units a year in Tamil Nadu, to the tune of Rs 70 crore, next year, Mr Gupta added.

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