Electrolux enters Indias Water Purifier Market

Swedish household appliances maker Electrolux has entered into India’s fast-growing water purifier segment through a brand licensing agreement with Kent RO Systems.

According to the deal, Kent RO will manufacture and sell a premium range of water purifiers under the Electrolux brand, priced between Rs 18,000 and Rs 19,000. The Swedish firm will get royalty for the brand and a percentage of revenue for each product sold.

Electrolux said it was planning to export water purifiers from India to other South Asian markets, Latin America and Africa. “Water purifier is a new area for us. We have never sold water purifier anywhere in the world. But we see very good potential for the products in certain countries. We will explore exporting opportunities in Latin America, Africa and South Asian nations soon,” said Mathew Young, head of brand licencing, Electrolux.

The $17.6-billion firm also has brand licencing agreements with Videocon Industries for selling Kelvinator-branded home appliances, including refrigerators and air-conditioners. In June last year, Electrolux had entered into another brand-licencing agreement with Chennai-based Morf India to sell water and air purifiers under the Kelvinator brand in India and Sri Lanka.

While entry-level water purifiers are available at as low as Rs 499, there are products available at Rs 40,000 as well. The water purifier market in India is estimated at Rs 3,800 crore at present. The market is projected to grow to Rs 7,000 crore by 2015, according to a recent study by industry body Assocham.

According to Mahesh Gupta, chairman and managing director, Kent RO Systems, the company will set up separate sales and distribution network for the Electrolux brand. “In the first year, we will establish distribution for Electrolux in 50 top towns across the country. We expect to sell 50,000 units of the Electrolux range of water purifiers this year.”

While entry-level water purifiers are available at as low as Rs 499, there are products available at Rs 40,000 as well. The water purifier market in India is estimated at Rs 3,800 crore at present. The market is projected to grow to Rs 7,000 crore by 2015, according to a recent study by industry body Assocham.

Water Crisis in India

Ultimately, a solution to the country’s water management problems lies in creating fragmented water markets regulated at the level of various states 

It is not unusual for the monsoon to play truant in one part of India or the other every year. The country’s water situation is so precarious that even a normal monsoon, spread unevenly, creates drought-like conditions in some part of the country. Very often the scarcity of water spills over into the following year. Some years ago, it was the Bundelkhand in Uttar Pradesh that was starved for water; this year, the Marathwada region of Maharashtra is confronting an acute water scarcity.

This, however, is the stuff of news headlines. The fact is that a significant part of the country—Punjab, Haryana, Rajasthan and parts of Madhya Pradesh, among other states—are experiencing a ‘silent’ water crisis. Water tables have gone down and the quality of water, too, has deteriorated. A combination of water mismanagement and climatic conditions has created a water crisis in India. This requires some elaboration.

In many states—particularly the Green Revolution states—exploitation of ground water has reached such proportions that underground water systems have been irreversibly depleted. This is especially acute in Punjab and Haryana. In Maharashtra, the situation has been made worse by the proliferation of pork barrel projects—to the tune of Rs70,000 crore over a decade that only led to a 1% increase in the irrigation potential of the state. Smaller projects, suited to local requirements, were expressly eschewed in favour of large, unsuitable projects that exacerbated the problem.

The diversity of causes of the water problem make an over-arching solution—be it regulatory or market-based—an impractical option. The picture can be substantially complicated given the fact that there are 15 agro-climatic zones in the country that criss-cross states, defying jurisdictions and make it even harder to devise even decentralized water management options.

So what is the way out? The Draft National Water Policy, issued in 2012, recognizes these problems. But such is the scale and complexity of the problem that it cannot go beyond a set of guidelines that can be followed by states to fit their requirements. Where it falters is in the confusing goals that it wants to pursue. For example, on the one hand it wants water to be managed as a common pool, community resource held by the state under public trust. This is to ensure equity in its distribution. On the other hand, there is a suggestion to treat water as an economic asset to be priced for its conservation and efficient use. Both ends are contradictory.

The fact, however, is that a step-by-step solution is possible. The one fact that needs to be kept in mind is that if India is ever to use its water resources in a sustainable manner, efficiency of water use is a must. Efficient practices require different solutions at different levels. For example, in the distribution of water resources between industrial and agricultural users, marginal cost pricing for industrial users is essential. Otherwise the diversion of water for breweries in Maharashtra even as small farmers cry will be repeated across the country. But equally, a “flat rate” pricing of water—be it canal water or underground extraction—that is prevalent in so many states is one big reason for the ecological disaster in the making. This has led to a skewed water guzzling, cropping pattern: Sugar cane in Maharashtra and rice in Punjab are two prominent examples. Free power has fuelled this problem to unmanageable proportions. So there are not only inter-sector issues in the distribution of water but within sector problems, too, are formidable.

In practice—as a first step—this requires the creation of fragmented water markets, regulated by a state-level entity. Something similar happened with electricity markets a decade or so earlier. Each set of users—industry, farmers and domestic consumers—can present their requirements and the regulator, aided by water specialists, can arrive at a reasonable pricing schedule for each user. To be sure, computing prices for water is a formidable challenge. For example, water rights, unlike electricity, are fuzzy. In theory, a farmer with a pump is the owner of what he extracts, but in reality he has to seek permission from the government to install a pump, making the latter a default owner of the liquid. These and other challenges, no doubt, will make the going tough. But in the end regulated water markets with prices that clear markets are the need of the day. A regulatory solution can ensure equity and efficiency at the same time.

Kason Launches ultra low profile sifter fits tight spots

Kason has introduced an ultra-low-profile 1016 mm diameter Flo-Thru Vibroscreen sifter with flat dust cover that fits tight spots between storage and process equipment. The sifter employs two imbalanced-weight gyrator motors mounted on opposing exterior sidewalls of the unit, instead of one motor positioned beneath the screening chamber, reducing overall height significantly. The design also allows vertical alignment of the top inlet and bottom outlet, causing on-size material to descend through the screen in a straight-through path at high rates. Oversize material is ejected through a spout at the periphery of the screen. The unit is intended for installation above or below storage vessels, bulk bag and drum unloaders, bag dump stations, blenders/mixers and other process equipment, and can be installed with minimum alteration to existing layouts. All material contact surfaces are of stainless steel with continuous welds polished to cGMP, 3-A, USDA and FDA standards. For more enquiries, contact: sales@kasoneurope.co.uk.

Pall Launches QPoint tap water filter assembly of filters

Pall Corporation's QPoint tap water filter assembly, the latest addition in the company's line of advanced point-of-use filters for protection against waterborne pathogens, offers enhanced features, improved performance and a longer capsule life of up to 2 months. With a fixed, chrome docking station and exchangeable filter capsule, the filter assembly reduces waste and costs while simplifying the installation and exchange process. The filter capsule is designed and validated for retention of a broad spectrum of waterborne pathogens frequently found in drinking water. QPoint offers an immediate, protective barrier of double layer 0.2 micron sterilizing grade filtration without restriction on the volume of water used. The high-technology pre-filtration membrane maintains good flow rates despite variable water qualities. Retrograde contamination control is enhanced through the combination of a proven non-leaching bacteria static additive molded within the housing and an inner protective shield against back splash within the filter capsule. For more enquiries, contact: +91 80 4016 4100.

Water works office ransacked by corporator in nagpur

The water works office at Mahendra Nagar Elevated Storage Reservoir (ESR) was ransacked by an agitated mob on Saturday, following inadequate supply of water to several areas in Garib Nawaz ward.

The mob comprised a large number of women led by Shiv Sena corporator Bandu Talwekar.There have been over half-a-dozen incidents of such protests in the last 25 days, with public representatives leading irate citizens over poor water supply. Such disruptions have taken place at ESRs of Reshimbagh, Sugat Nagar, Wanjari Nagar, etc.

If corporators from both ruling and opposition parties are to be believed, these incidents are the fallout of mismanagement of water tankers by private operator Orange City Water (OCW).

BJP corporator from Bharat Nagar Pradip Pohane, who is also chairman of Lakadganj zone, blamed OCW for the mess. He said that the private firm has no control over the tanker operators, so drivers are supplying water as per their whims and fancy.

Pohane and another BJP corporator recently stormed the OCW office at Lakadganj ESR and manhandled the staff present there.

Another incident took place at Reshimbagh ESR, when an angry mob of Medical College ward led by Congress corporator Yogesh Tiwari stopped the hydrant to protest erratic water supply.

Leader of opposition in NMC Vikas Thakre described the incidents as "spontaneous anger" of residents against the civic body. "We are demanding that they ensure regular drinking water supply to Nagpurians, after suffering for over three months. It is not only Congress ruled wards, but other wards represented by BJP corporators are also not getting adequate water. We depend on private water tankers, for which we have to shell out large amounts of money every alternate day," he said.

Tanker drivers charging money!

Shiv Sena corporator Suresh Talwekar, who had a heated argument with tankers drivers, said the residents are supposed to get water free of cost. But tanker drivers were charging money from residents. "Across colonies in North Nagpur, people claim that getting a tanker to visit their home is not only difficult, but virtually impossible without money changing hands," he alleged.

In Garib Nawaz Nagar, angry residents told him that water is sold for Rs50 per household by the tankers, and if people refuse to pay, then tankers do not show up for a couple of days.

On being told about this, senior Shiv Sena corporators went to Mahendra Nagar water tank and asked tankers drivers whether the allegations were true. "Soon it turned into a heated argument, and Sena corporator threatened them with dire consequences," confirmed a resident, requesting anonymity.

After this, the tanker drivers went on a flash strike and as a result people residing in Mahendra Nagar, Vaishali Nagar, Garib Nawaz Nagar etc faced hardship in getting even a pot full of water in the morning hours.

Corporators' interference deprive public of water

In a press communique, Orange City Water (OCW) Private Limited, said it is facing interference and at times violent disruptions by corporators at various places while performing its day to day operations.

This interference is seen especially while managing water supply through tankers. OCW is not allowed to work as per its standard procedures, and staff have been manhandled, foul language used, and property damaged, it said. OCW also pointed out that its property has been set ablaze a few times.

"Due to this, the supply of water through tankers get affected in areas getting water through ESRs, as many of the tankers and staff members do not turn up for regular duties. Thus, regular trips of tankers are affected," it said.

Such disruptions have been reported at ESRs of Reshimbagh, Sugat Nagar, Wanjari Nagar, etc, due to which residents in the area had to go without water. Such cases not only cause losses but affect the common man most, because such interference is usually done to get water supply for one area while many other parts of the city are adversely affected, OCW said.

"If all citizens and corporators decide to cooperate, water problems of the public due to summers can be brought down and water supply system can be run smoothly," the OCW statement added.

Schneider Electric India Appoints Mr. Anil Chaudhry as MD and Country President

Schneider Electric has appointed Mr. Anil Chaudhry as the Managing Director and Country President, Schneider Electric India. Mr. Chaudhry succeeds Mr. Olivier Blum who has now completed his five year tenure as Country President, India and has been appointed Executive Vice President, in charge of the global Retail Division. Mr. Anil Chaudhry brings a wealth of knowledge with an extensive 30 years of experience in Energy sector. He was previously leading the global sales organization of infrastructure business in Paris. He joined Schneider Electric in June 2010 after the acquisition of Areva T&D and since then has held important leadership positions in general management, sales, business development and strategy, P&L and project management, design and engineering in France and India.

DDA plan on Dwarka water bodies sought

The Delhi Parks and Gardens Society CEO has summoned officials from DDA on June 4 to ask about their plans for reviving and maintaining water bodies in Dwarka. The meeting has been called in response to a story published by TOI on May 22 which highlighted how the land-owning agency was undoing work put in by residents to revive a water body in Sector 23.

"I was informed that the residents didn't receive a favourable response from DDA even after they met the official concerned. Having seen what is being done to this water body by the DDA, I have asked them to prepare an integrated plan on water management for Dwarka. If officials fail to act on this, a complaint against them can be made in the court for violation of its orders," said S D Singh, CEO of the society and nodal officer for work on revival of water bodies in Delhi.

He added that DDA would have to submit a detailed plan with a time frame for revival of each water body in Dwarka. "The fact that the court has not set any deadline for the work has made the land-owning agencies lax. I have asked DDA to give a break-up of each phase under which they will carry out work."

Dwarka is a parched area and groundwater recharge is possibly the only way to make the area self-sufficient. Diwan Singh from Natural Heritage First, who was part of the team that worked on the revival of the over 200-year-old water body in Dwarka said, "All water bodies should be preserved and revived as they offer an excellent platform to recharge ground water. This is especially true for area like Dwarka where there is barely any civic supply. Earlier, DDA was receptive to our proposal for involvement of residents in the pond revival exercise but for some reason, they back tracked and insisted on carrying out beautification work that has more or less killed the water body."

The water body was revived through a community effort in 2012. Before that, the pond was dry for most part of the year or filled with sewage. Its ownership was transferred to DDA in 1984 at which point the water was still quite clear. After 1984, however, its condition deteriorated rapidly due to flow of sewage into it and its area shrunk considerably. This year, DDA decided to desilt the water body and in the process, it managed to put the silt back into the pond, close down rain water carrying channels created by residents and reduce its area.