Products offered by DA for water purification

1. Affordable Water Purification and Testing Solutions For Safe
Drinking Water (POU & Community level)
Indovation 2015
Workshop on Technology for Water Quality and Sanitation
In Rural Areas
Hotel Radisson, 24th Jan 2015
Dr. K.Vijaya Lakshmi
Development Alternatives
&
TARAlife Sustainability Solutions Pvt. Ltd.

2. The USP Of DA Technologies
• A science and technology based organisation
• R&D supported by DST
• Technology innovation or adoption with social
objectives benefitting people and planet
• Solution packages keeping sustainability in mind
• Targeted at BOP, low/no energy and low rejects based
solutions
• Strives towards end user ownership of technologies
• Provides tools for community action to complement
Government efforts

3. TARAlife
Marketing Plan for 2011 ~ 12TARAlife Sustainability Solutions Pvt. Ltd.
TARAlife is a social business enterprise dealing with
manufacturing & sales of Environmental monitoring
and Basic need “Quality of Life” products for the BOP
segment.
• Registered in 2013.
• Product Range in Water Sector:
 Aqua+ Water purification Solution for BOP Segment.
 Water testing Kit (Multi parameter, as well as single parameter kits for
Iron, Fluoride, Arsenic, Residual Chlorine, Nitrate & Hardness).
 Aqua Check Vials (H2S Vials).

4. TARAlife
Product Portfolio
Jal-TARA Water Testing Kits Pawan TARA Air Testing Kit.Aqua+
TARA Aqua check Vials TARA Soil Testing KitJal Tara Water Filter

5. Framework to reach consumer
Consumer
Technology /
Product
Delivery / Supply
Chain
Social
Marketing /
Demand
Creation
• Locally relevant
• Affordable
• Quality Product
• Risk-Free Proposition;
• Price perception
• Mix of APL and BPL
• Behaviour change
communication-
• Involving influential people in
the community
• Efficient “last mile” delivery
channel
• Product is easily and always
available
• Sufficient margin/value for all
stakeholder of the chain

6. Aqua+
AFFORDABLE and RELIABLE water purification
solution to the BoP households

7. Product Innovation : For reducing the brunt of waterborne
diseases among BoP
Aqua+ “Do boondo ka Jadoo!”– Based on a Swiss technology “Antenna WATA”
Product
Innovation
The product has the following features:
• Brand name : Aqua+
• 50ml Sodium Hypochlorite solution (liquid bleach)
• Can treat 500 litres of water
• Clear instructions in English and Hindi
• Shelf life of 6 months from date of manufacturing
The product is very easy to use:
• Add ½ cap in 20 litres of water or 2 drops per litre
• Mix with a clean Spon, Wait for 30 mins
• Now water is safe to drink
• MRP of product is Rs. 42

8. TARAlife
Marketing Plan for 2011 ~ 12Aqua+
Merits over other products
• Boiling – energy loss,global warming,
• Cloth Filtration – do not remove bacteria
• Do Boond - easy to administer
• Highly affordable
• Household filters – not affordable, no supply chain in
remote areas for catridge replacement
• Free Chlorine tablets – irregularity in
supply
Low Cost Household Filter
Liqiud Bleach

9. • Increase awareness on the risks of consuming unsafe
water
PHASE 1
Awareness raising
• Increase commitment and action among key
influencers and decision makers for safe drinking
water
PHASE 2
Advocacy
• Empowering families and communities with correct
information to promote demand for safe water,
hygiene practices and collective action for ensuring
safe drinking water for all.
PHASE 3
Social and
Behaviour Change

10. TARAlife
Marketing Plan for 2011 ~ 12Aqua+
Social Marketing
Consumer
TARA
life
Channel
Partner
Direct
Sales
Retail
Sales
Delivery
Channel
for Aqua+
Events /
Demos
D2D
Campaign
Wall
Paintings
TARA
life
Channel
Partner
Social
Marketing
for Aqua+

11. Tools for Demand Generation
Flyer Poster StickerBanner
Involving change agents to create higher impact (onsite Water Quality Testing, Awareness' generation
campaigning in targeted community and Street play)

12. TARAlife
Marketing Plan for 2011 ~ 12Aqua+
Support from TARAlife
1. Technical training and briefing about Aqua+ the feet on the ground
2. Free of Cost – IEC Material (Stickers, Poster and Fliers)
3. Free of Cost – Sample bottles of Aqua+
5. Brand building support through additional Social Marketing Activities
4. Free of Cost – Business Promotional Tools for retail shops
Sticker Flier Poster

13. TARAlife
Marketing Plan for 2011 ~ 12Aqua+
Value proposition for sustainability
For Consumer….
• Affordable
• Easy to Use
• Readily and Easily Available
For Channel Partners….
• Create social impact
• Profitable
• Risk-free – No Capital Investment required
• Tap into existing delivery network instead
of creating new ones

14. TARAlife
Marketing Plan for 2011 ~ 12Aqua+ - Geographical Presence
 Target Geographical Area :
 U.P, M.P, Haryana, Bihar, Chhattisgarh, Jharkhand,
Rajasthan, Maharashtra & Hill States.
 More than 16 Channel Partners are already established

15. Ensuring Bacteria Free Safe drinking Water with
Jal TARA Filter
A Slow Sand Filtration System
Developed by:
Development Alternatives

16. TARAlife
Marketing Plan for 2011 ~ 12Jal–TARA Water Filters
Water Quality Assurance
Provides Safe drinking water without the
use of Electricity or Chemicals!
Daily Capacity is 2500 ~ 3000 Litres which is
enough for 80 – 100 households.
Removes :
1. Pathogenic Bacteria
2. Turbidity (Cloudiness in water)
3. Excess Iron
Jal-TARA Filters assure the same level of purity as boiled water
Jal-TARA Filter installed at Bal Bhawan, New Delhi
Over 1000 Jal-TARA Water
Filters have been installed
all over India.

17. Jal-TARA Bio Sand Filter
How is it special:
A Modular Slow Sand Filtration System:
Nature borrowed way to purify the water
No other equivalent community filter product available
Salient Features:
Biological filter designed with advanced technique of
fabric protection to increase efficiency of pathogen
removal
Filter is thoroughly tested under laboratory and field
conditions
Zero maintenance cost for about 10 years
Performance certified by NABL accredited laboratory
Product Specifications:
Filters upto 3000 liters water per day
Does not require any electricity or chemicals
Remove pathogenic bacteria, turbidity (dust, dirt &
suspended material) and iron
Installation so far: 200 in ten states

18. Who can use Jal TARA Filter
•Housing societies
•Ideal for builders making new housing flats
buildings (very positive aesthetic and healthy
value addition to their customers water supply)
•Safe drinking water to workers at big construction sites
•Schools & Colleges
•Corporate offices
•Hospitals
•Rural & Panchayat water supply systems
•Railway stations
•Panchayats
•Water ATMs

19. TARAlife
Marketing Plan for 2011 ~ 12
DA providing safe drinking water to 15,000 schoolchildren!
Letter of appreciation from the principal
of MCD Primary Boys School, New Delhi
Assurance of Safe Drinking Water
Jal-TARA Water Filter – Success
Sto
Vidyasagar Public School,
Gurgaon
Govt. Senior Sec. School,
Gurgaon
Sarvodaya Girls School No.1,
New Delhi
MCD Primary Boys School,
New Delhi

20. Jal-TARA Arsenic Filter
(POU)
Technology Features
• Zero Valent Iron media, caters to multiple
parameters ( Arsenic, bacteria, turbidity,iron)
• Provides 15-20 litres per hour of arsenic free
water (in safe limits less than 50 ppb
• Capacity to treat up to 2000 Litres of water
• Does not require electricity or chemicals for
operation
• Low maintenance cost and maintenance does
not require skilled labour
Promotional Challenges
• Sustainable delivery channel
• Local publicity support
• Stakeholder regular awareness & capacity
building exercises.
• Outreach to the users
Clay
Hybrid (plastic &
clay
Plastic
Clay

21. Arsenic Filter Domestic
Salient features:
 Filtration capacity: Can provide approximately 7
litres per hour of arsenic free water (in safe limits
less than 50 ppb from 400 pbb).
 Filter media life: Can purify about 2000 liters of
water from each new lot of media
 Handy, portable, easy to install at any site in rural,
urban, semi-urban and remote areas
 System is capable of removing iron, turbidity
along with Arsenic
 Low cost maintenance
 Maintenance does not require skilled labour
 Performance certified by NABL accredited lab
Jal TARA Arsenic Filter

22. Amrit Arsenic Filter Community- In collaboration
with IIT Chennai
Amrit Arsenic and Metal Removal by Indian Technology
 Technical details: Iron and turbidity removal by physical
filtration, arsenic removal by adsorption
 Product elements: One input water storage, one output water
storage tank kept on a stand along with purification
cartridges
 Material of construction: food grade polypropylene for plastic
components. Food grade ingredients for absorbents
 Mode of operation: Manual pouring of water or through a pump, gravity flow to the
output tank
 Electricity requirement: No electricity required for operation, electricity may be
used to operate pump
 Replacement frequency: Yearly for arsenic removal media, 3-5 years for turbidity
removal media
 Expected life of the Unit: 15 years

23. Jal-TARA Testing kit
Jal-TARA Water Testing Kits (14 Parameters)
Field based Testing/Monitoring Tools
 Physical: pH, Temperature, Turbidity
 Chemical: Fluoride, Chloride, Residual
Chlorine, Phosphorous, Hardness, Nitrate,
Iron, Ammonia, Dissolved Oxygen
 Biological: Coliform Bacteria, Benthic
DiversityOther Customized Jal-TARA water test kits
Fluoride test kit
Nitrate test kit
Iron test kits
Arsenic test kits
Residual chlorine test kits
Commercially available since 1997
Total users app-100000

24. TARAlife
Marketing Plan for 2011 ~ 12Jal–TARA Water Testing Kits
Range of Products
The different Jal-TARA Kits that are available are:
14 Parameter Testing Kit
pH and Fluoride Testing Kit pH and Nitrate Testing Kit
pH and Iron Testing Kit
pH and Residual Chlorine
Testing Kit
Arsenic Testing Kit
pH and Hardness Testing Kit
pH and Chloride Testing Kit

25. Jal-TARA Kit users
by Municipal Engineers at
Ichalkarangi, Maharasthra
Kit used at Balasore,
Orrissa
Kit used at Wadi,
Gulberga District,
Karnataka

26. TARA AquaCheck Vials
TARA Aqua check Vials

28. Bio Sand Filters (Community)
India
Jal TARA Filter
Amreli
Gujarat
UttraKhandDelhiPithoragarh
Uttrakhand
Morattandi Dalit
Settlement, Pondicherry
Ahirwar Community of
Madore village, Orchha,
MP

29. Jal-TARA Filter Working at Various
Location in the Country.
Bal Bhawan
New Delhi
Vidya Bhawan Senior
Secondary School,
Udaipur , Rajasthan
Aundipatty, Dist Theni, Tamilnadu
Children Remand
Home, Aurangabad,
Maharashtra
Uttrakhand Haryana

30. Thank You…

31. Thank you