UNDER THE GUIDANCE OF:

Mr. Bigyan Ranjan Kara

SUBMITTED BY
RUTUPARNA TRIPATHY
ENROL NO - 1/2081/08
ROLL NO - 09MBA1154

DDCE, SAMBALPUR UNIVERSITY

TO WHOM IT MAY CONCERN

This is to certify that Mr. Rutuparna Tripathy a student of MBA 1 st

year of DDCE, Sambalpur University, Sambalpur has undergone
summer training under guidance of Mr. Bigyan Ranjan Kara during
the period from 01 11 2009 to 15 02 2010.
During his training he was assigned a topic DEVELOPMENT OF
MARKET STRATERGY" A survey of Orissa. He completed the
Project successfully.

During the period of training I found him hard working, sincere and
dedicated.

I wish him all success in life.

Branch Service Manager

Eureka Forbes Ltd.

CUSTOMER RESPONSE CENTRE: Ground Floor, 7, Chakraberia Road (South) Kolkatta 700 025
Tel: 033-24749708, 24749340, 24749342, 24757954, Fax: 03 3 24749341

Eureka Forbes Limited.

Corporate Head Office:
Phone:
022 - 2444 3436
Konkan Co-op. Hsg. Soc. Ltd., Konkan
Nagar Hall, Ground Floor, Plot No. 123, Lt. Fax:
P. K. Marg, Mahim (West), Mumbai - 400 022 - 2444 4302
016

Mailing Address:
P. O. Box 936
G.P.O., Mumbai-400 001.

Regd. Office:
7, Chakraberia Road (South)
Kolkatta-700 025.
Phone: 033 - 2475 5402

DECLARATION

I do here by declare that the project entitled Development of Market

Strategy", submitted by me for the partial fulfillment of Master of Business
Administration (MBA) to the DDCE, Sambalpur University is authentic and has
neither been submitted anywhere else nor published at any other time before.

Place:
Date:

Signature of the student

ACKNOWLEDGEMENT

I take the opportunity to offer my sincere feeling of gratitude, to a number of

helping hands, for their co-operation and advise to bring out this dissertation work.

At the very outset, I wish to express my deep sense of gratitude to Mr. Ashish
Kumar Prusty, Br. Service Manager, for rendering his able guidance, constant
support and encouragement throughout the tenure of this work.

I also express my deep sincere add hearty gratitude to all the faulty members
of National Institute Computer Education for their valuable suggestion and kind cooperation.

At last my reverences to my parents and my family members, who had been

source of guiding spirit in all my endeavours.

CONTENTS
CHAPTER-l
Introduction
Objectives
Research design
Research methodology
Scope and limitation

CHAPTER-2
Company profile
Product profile
Theoretically background

CHAPTER-3
Data tabulation
Data analysis & interpretation

CHAPTER-4
Summary of findings
Suggestion
Conclusion

PREFACE
Marketing research is the process of Collecting data, analysis & interpreting
the data and presenting information ion in a manner that it helps the organization to
solve the marketing problem or to take advantage of the most market opportunity.
Marketing Research program tries to link the consumer or the customer to the
organization through information used to identify define marketing opportunities and
problems, generate define and evaluate market actions, monitor market performance
and improve the understanding of the market as a process.

Today's in the dog-eating-dog corporate scenario marketing research has

taken its strong base in Indian Market. So every company should have the marketing
research program frequently to know about the consumers in a target market and to
tap the most possible marketing opportunity.
In this project marketing research has been carried out find out the market
penetration of the customers.

CHAPTER 1

INTRODUCTION
Day to day science gives to man very fascinated Product for better life. Now
a day many people are wanted to get pure and non germitted water so fulfilling
the consumer's wants needs and demand. Eureka Forbes produces "Aquaguard"
which helps to finding pure and non germitted water. Eureka Forbes is joint venture
between Forbes Gokak and Electrolux ABOF Sweden. It has not only one product
but also many by giene products to Indian consumers, which help to change in the
life styles of Indians. It has 140 offices covering 40 cities with over 5,000 plus Euro
champs. The division has about 250 technically qualified staff on the field and is
supplemented by a franchises network that provides service on behalf of the
organization. There are over 120 franchises based all over India. It is Asia's largest
direct sales organization.
The key Sales divisions are
-Direct Sales
-Dealer Sales
-Industrial Sales
-Exports division
Eureka Forbes believes in bringing over 3 million customers the very best life
has to give: clean air, Clean Water, Safe and secure homes, more importantly, the
Reassurance of a "Friend for Life"

This project helps to know how Eureka Forbes boosting sales of present
products by more aggressive selling in the firm's current markets and also help to
know how company concentrates in growth or aqua guard on its target market in
order to attract a higher percentage of users of its product.

AIM OF THE STUDIES

To know the preference rating of the Acqaguard Products which used by the
customers.

To know what is the influence factor created on customers mind to purchase

that product.

To determine the important technical attributes connect with the product which
taken by the customer in more number.

To Asses relative importance of Advertisement of Eureka Forbes.

To know the most striking media to Advertise Eureka Forbes product.

To determine the purchase of Eureka Forbes products (Acquaguard with

respect to income group occupation and material status.

RESEARCH METHODOLOGY
Research methodology states how the research has been undertaken.
The ways in which it follows are: 1. Types Questionnaire
2. Method of Data Collection
3. Sampling design
4. Data analysis

1. Types Questionnaire
A questionnaire is a structured standardized format for data collection directly
from respondents.
Two types of questionnaires for serving there are

Open- ended questionnaire

Closed-ended questionnaire

Open-ended questions allow the respondents to answer in their own words. But
closed ended questions pre-specify all the possible answers. So these are easier to
interpret and tabulate.

I choose closed ended questionnaire for survey because

It is easier to interpret and tabulate

Less time consuming

Research Design
The research design is broadly calcified in to three basic types
a) Exploratory
b) Descriptive

c) Causal

a) Exploratory: - The major emphasis of exploratory research is on the discovery

of ideals.
b) Descriptive: - Descriptive Studies attempt to determine the frequency with
which something occurs or the relationship between two phenomena is to
identify the Characteristics of users of certain product and the ranking of
satisfaction to the different products which is consumed by the different type
of users.
c) Casual Research: - It determines the casual inferences above the market
behaviors i.e. to assess the impact of a change in retail price on the brand's
market share the effect of certain promotion offer.
In our Marketing research programmer both exploratory and descriptive research
design have been applied.

2. Method of Data Collection: Data are the most important elements in marketing research. There are two basic of
Sources of data Collection.
Primary Data
Secondary Data
1. Primary Data: Primary data are data .gathered for a specific purpose or for a specific
research
Project and it has been collected through Questionnaire.
2. Secondary Data: -

Secondary data is defined as data collected earlier for purpose and it has
been collected from various secondary source of information like trade
journals, Magazines, Websites etc.
3. Sampling design: Total sample size for the data collection is restricted of 50 in Sampling and it has
done only in Bhubaneswar city. Samples are collected by personal judgment and
convenience method, which is highly selective in nature.
4. Data Analysis:After collecting data I have put (chi) 2 tests for analysis and also I have put different
types of graphs for knowing how company is penetrated into the market.
Scope of the study: The scope or this research study is limited to Bhubaneswar City only. All the data
Collected from the consumer of Eureka Forbes Ltd. The research is concerned to
aquaguard products usability or Eureka Forbes. By this research, one can judge the
degree of service capability of this company. By the help of this project one can
know how this company is penetrated in the current market and what are the steps
to be taken for it.

Limitations:

Lesser degree of accessibility to the data Sources

Biasing Nature of respondents

Un-availability of respondents in time

Time and money restrictions

Area of survey is limited to Bhubaneswar City only

Sample size is' very small

CHAPTER 2

COMPANY PROFILE

Eureka Forbes, which a vision of ushering in a change in the lifestyles of Indian was
started in 1982. The two big companies made it. FORBES FORBES CAMPBELL, a
Tata associate company, and ELECTRO LUX AB OF Sweden came together in a
joint venture to set up Eureka Forbes Limited. Forbes Forbes compbell started as a
trading company and has now expanded into a group with diverse companies under
its umbrella company such as good Nerolac Paints Ltd., Gokak Patel Volkart and
Facit Asia Ltd. It's foreign collaborator, Electrolux is a world leader in consumer
appliances and has operations in more than forty countries around the world.

This is a company, which started off as a one product, one location with 20 people in
1982. For in the short span of time since its inception Eureka Forbes has crossed
milestones which most organization & take a few generation to record. Now Vacuum
cleaner & Water purifiers, introduced by the company, are promoted by applying
traditional and old fashioned ideas. But the masterstroke of innovation" DIRECT
SELLING" helps to them to achieve their goals. Now this method is still to be
continued. This method brought the company in direct contact with its costumers and
provides an opportunity to educate and demonstrate to the customer about the
advantages their product.

Today the Direct Sales division of Eureka Forbes operates out of 125 Customer
Response centers in over 85 towns and has a 3000 strong sales force the largest in
Asia. Apart from that, it has a Dealer Sales division, which has a 2500 strong dealer
network, and an industrial sales division that caters to the cleaning and
housekeeping requirement of institution. Eureka Forbes Limited also exports its
quality product to international markets.

The company has three factories at Bangalore, Bhimtul and Hyderabad, and as R&D
center at Bangalore which is recognized by the Govemment of India. It has also a
service network of 300 offices all over the country enabling easy accessibility to all
its customers. But Now company has got 140 C.R,C across the country with a man
power of 5000 employees and achieve a turn over or 510 cores in the year of 20032004. The Chairman of Forbes group is Mr. Palonjimistry. The Chairman of Eureka
Forbes is Mr. Sappurji Mistry and the Managing direction of this company is Mr.
Suresh, L.Goklaney.

Mission
The mission or the Eureka Forbes is to foster and nurture a relationship with the
evolving Indian home by satisfying life style expectation through innovative and value
for money product that will achieve market Leadership.

A happy healthy, safe and pollution free environment built on trust and lasting
relation ship with customer.

Service Division
It has manifested, strong and well equipped after sales division, and the mission of
the division is:

Toward total customer responsiveness

Service as a specialized Function

Zero defection of customers

The Service Network is spread all over the country and all customer response
centers have a survived infrastructure. The division has about 250 technically

qualified staff on the field and is supplemented by a Franchise network that provides
Service on behalf of the Organization.

Human Resource Division:

The human resources division of Eureka Forbes firmly believes in attaining
excellence through its people. This division works continuously for provide growth
and development opportunities to all its internal customers.

Business Development and Strategic planning Division:

Business development and strategic Planning works for identifying and
developing new redacts or business areas or service areas for the company. It
involves identification stage to test marketing stage of any product or business
areas.
It is responsible for the preparation and half yearly updating of annual "Strategic
Plan.
It also prepares division wise "strategic plan" which helps doing SWOT analysis of
the company.
Logistics Division:
It works interface between sales land manufacturing locations, domestic and
overseas suppliers for any other products or components. It helps in knowing that
what are require of sales, by coordinating with manufactures in India and abroad
and also arranging shipments, maintaining optimum inventories all over the country.
Exports Division:
The company's Exports Division was started in 1989. The list of countries into
which the Eureka Forbes limited has UAE, Sultanate of Oman and Yemen in the
Middle East, to Nigeria, Kenya, Tanzania, and Maurititous in Africa. Besides these
countries companys product are also being marketed in the neighboring countries
like Srilanka, Nepal, Myanmar and Bangladesh.
The product line being exported has increased and now consists of the
following:

Euroclean 2000.

Forbes Eurovac Trendy.

Euro guard ST-2000 ... water purifiers

Euro guard classic.

Forbes Mixer Grinder.

Marketing Division:Products are designed by engineers, manufactured by production people,

priced by accountants and then given to the sales force to sell. Just building a good
product will not result in a company's success, nor will it have much bearing on
consumer welfare. The product must be marketed to consumers before its full value
can be realized. Thus the success of a firm greatly depends on this newly evolved
philosophy called the "Marketing Concept".
The marketing department performs the vital functions of planning and guiding
the execution of the concepts, pricing, promotion and distribution of ideas, goods
and services to create transaction that satisfy customers as well as achieve
organizations goal.

Profile:

Rs. 10 billion multi-product, multi-channel corporation - part of the

Shapoorji Pallonji Group

Over 7,000 employees

Leaders in domestic and industrial Water Purification Systems, Vacuum

Cleaners, Air Purifiers & Security Solutions

Pioneers in Direct selling - Asia's Largest Direct Sales Organization

6,000 strong Direct Sales Force touches 1.50 million Indian

homes, adding 1,500 customers daily

Customer family now numbers over 6 million - enduring

relationships as "Friends For Life"

Operations in over 550 cities & towns across India.

Expanded channels that reach out to customers to include

Over 5,000 strong Dealer Sales Network

A 58 distributor strong Institutional Sales Network

Security Systems Division - one of India's largest system

integrators

A customer finance scheme, Eurovalue, for customers to

easily obtain the means to Live Healthier Lives

A strong service network that backs up sales efforts

4500 company trained technicians who make 20,000 kitchen

visits daily

Supported by Call Centers, Customer Care Representatives

& Mobile Service Vans

24 hour helpline for customers - Eurohelpline

Eureka Forbes - A Business Superbrand

Aquaguard & Euroclean - Chosen Superbrands

Ranked among India's Most Admired Consumer Durable

Companies

Best Employers (3 times in a row)

Winner of 'Most Admired Knowledge Enterprise' MAKE- Asia

Awards

a Winner of awards on Customer Responsiveness

Winner of Water Digest awards

A case study at the prestigious Harvard Business School

Products Profile

Press Centre

Aquaguard most trusted brand Readers Digest

Water that looks clear is safe to drink. This is a myth Aquaguard has sought to
dispel since its launch in 1984. Waterborne diseases are largely caused by
invisible bacteria and virus. They are eliminated by Aquaguard's 3stage
purification process, thus ensuring the health of children across 35 countries.
Aquaguard has a range of products that specially cater to diverse water
conditions (hard or soft), and that is why it is trusted by mothers across the
world.
The Aquaguard brand owes its success to Eurochamps (Direct Selling
representatives of Eureka Forbes), who pioneered the Direct Selling concept
in India. Today, over 105 laboratories across the world certify Aquaguard.
Aquaguard enjoys the faith of 20 million people and has been given
Superbrand status. It is the only water purification system that is endorsed by
the Indian Medical Association, a body of 1, 78,000 doctors. Hence,
Aquaguard is the tried, tested and trusted choice for mothers.
When Nielsen Media Research surveyed India for the most trusted brand in
water purification, the consumer's choice was no surprise Aquaguard. Today,
Aquaguard has been honoured with the Reader's Digest Platinum Award for
the most trusted consumer brand in the water purifier category.
Mr. S.K. Palekar Sr. Vice President, Marketing & Knowledge Management,
Eureka Forbes says "At Eureka Forbes, we believe in providing a happy,
healthy, safe and pollution-free environment based on trust and lasting
relationships with customers. And Aquaguard is the flagship brand of this
philosophy.
Aquaguard is backed by Eureka Forbes, the leaders in water purification for
22 years with the largest service network in the country. Eureka Forbes Ltd.
has been ranked NO.4 in the recently conducted Hewitt Best Employer's
Survey.

Your Company follows a prudent policy of maintaining adequate liquidity to

cover any unforeseen eventualities on account of disruptive market forces. During
the year, your Company has covered from its internal cash accruals - enhanced
working capital requirements, capital expenditure in Information Technology,
investment in international operations, investment in subsidiaries and also dividend
payout. The Company is all set in the ensuing year to reap the benefits of MySAP,
the ambitious project which it undertook in April 2005 to bring about revolutionary
change in the operations of the Company leading to high level of Customer focus
and customer satisfaction as well as customer retention and acquiring lost
customers. Your Company has also embarked on a Cost Optimization drive believing
that the fixed costs need to be converted to variable costs to counter the dynamic
market forces in a competitive business environment.
Your Company has always been in the forefront in carrying out its Corporate
Social Responsibility. The Company's Institute of Environment (EFIE) is always
working towards various social causes. This is done through air pollution monitoring,
rainwater harvesting consultancy, running awareness programmes among school
children, and conducting the Euro Enviro Quiz, India's first and only national
environment quiz for school children that now covers 160 schools in 14 cities and
1.2lakh participants.
Euro Parivaar Enviro Park and Aaji Aajoba Park for senior citizens and
handicapped children, as well as other social activities continue to be sponsored by
your Company to benefit the less privileged and society at large.
Your Directors are confident that, barring unforeseen circumstances, the
Company's performances will rennet in its theme for the year to "Reinvent the Past,
Create the future".
DIRECTORATE: Mr. N.D. Khurody and Mr. C.G. Shah retire by rotation and
being eligible offer themselves for reappointment.
SUBSIDIARY COMPANIES: During the year under review, the Company's
wholly owned subsidiary, Aquamall Water Solutions Ltd., had a sales growth of 12%
as compared to previous year but due to rising input costs, it has a marginal
increase of 1% in profit before depreciation for the year 2006-07. The management
team of Aquamall is, however, seized of this issue and is working closely on reducing

costs through value engineering, price negotiation and cost optimization drive during
the ensuing year.
Aquamall has now stabilized its operations under the new ERP system and
should be able to drive the benefits of the ERP package during the coming years by
improving the response speed to serve its customers better, increase productivity,
optimize working capital on materials consumption and the planning process.
Aquamall continues to focus on upgrading technology, supply high quality
products by constant up-gradations. It is also setting up an additional manufacturing
facility near Dehradun in Uttranchal to meet the ever increasing demand for water
purifiers.
During the year Aquamall's wholly owned subsidiary, Forbes Aquamall Ltd.
(FAQL) registered a growth of 15.5% in sales. The prices of all major inputs rose
sharply during the year. However, in spite of the unprecedented increase in input
costs, due to the various cost control initiatives implemented by FAQL, FAQL has
been able to maintain its profitability. The Directors are confident that. barring
unforeseen circumstances, the increase in turnover in the ensuing year shall enable
FAQL to improve its profitability.
During the year under review, the Company's subsidiary, Forbes Abans
Cleaning Solutions Pvt.Ltd. changed its name to Forbes Facility Services Pvt.Ltd.
(FFSPL) with effect from 22nd February 2007 pursuant to a Dissolution Agreement
dated 21st June, 2006 with the joint venture partners, Abans Ltd. and Stock Traders
India Pvt.Ltd. (STPL). Accordingly, STPL sold its shareholding to Eureka Forbes Ltd.
in the month of July 2006, which enhances the shareholding of Eureka Forbes Ltd.
to 70%. The 30% shareholding held by Abans Ltd. has, however, not been
transferred to Eureka Forbes Ltd. as yet, which the Company is pursuing with Abans
Ltd.
The year gone by has seen FFSPL being recognized in the segments of
hotels and manufacturing setups. It is setting benchmarks in the field of mechanized
housekeeping and providing integrated facility services. During the year under
review, FFSPL has made a modest profit before tax of Rs. 12.161akhs on gross
income of Rs: 620.52 lakhs.
Your Company's wholly owned subsidiary, Euro Forbes International Pelted.,
(EFIPL), Singapore, has shown improved performance for the financial year under
review with a turnover of Rs. 15.65 Gores and a profit before tax of Rs. 1.88 crores.
During the year, EFIPL has set up its operations in other ASEAN countries of

Thailand, Malaysia and Vietnam. Your Company has advanced working capital loans
of $14.13 mn (Rs. 40.45 corers) to fund the operations in these countries with liberal
credit period in order to establish business in these .countries. In the opinion of the
management, the interest bearing loans and advances are good and fully
recoverable after the initial gestation period of three years.
From 1st January 2007, Subject to completion of formalities and necessary
approvals, EFIPL will become a part of the joint venture company, Forbes Lux Group
AG, which is a 50:50 joint venture partnership with Lux International AG,
Switzerland. Forbes Lux Group AG was incorporated in January 2006 as per Swiss
Law in Zug, Switzerland. This Company caters to the markets.-of East Europe,
South Africa and Russia. Your Directors are confident that in the years to come this
Company combining with EFIPL will leverage on each other's strengths to capture
the overseas markets in its own field of operations. During the year under review,
your Company formed a subsidiary company with 70% shareholding in the name of
Pro Handyman India Ltd., registered and incorporated in Bangalore on 8th
November 2006 with certificate for Commencement of Business from 15th
December 2006. As the company's
name itself suggests, Pro Handyman India Ltd. has been formed with the
object of providing any and all types 'of service, including servicing of electrical and
electronic and/or consumer appliances and/or all kinds of allied services such as
housekeeping, facility management and the like. It will also cater to any kind of
concierge services for any kind of customer, whether households, societies,
commercial establishments in India or overseas.
Initial response from the customers has been highly encouraging in the
geographical territory of Indiranagar, Bangalore. This Company's immediate plan is
to expand its business model to seven major cities and to establish localized satellite
offices for sales and service within the operating town. Barring unforeseen
circumstances, this company's next year's performance should strengthen the
confidence; the Directors have reposed in it.
INSURANCE: Assets of the Company have been adequately insured against
usual risks.
DIRECTORS' RESPONSIBILITY STATEMENT: Pursuant to Section 217(AA)
of the Companies Act, 1956, the Directors, based on the representations received
from the Operating Management, confirm

That in the preparation of the annual accounts, the applicable accounting

standards have been followed and there are no material departures;

That they have selected such accounting policies and applied them
consistently and made judgments and estimates that are reasonable and
prudent so as to give a true and fair view of the state of affairs of the
Company at the end of the financial year and of the profit of the company for
that period;

That they have taken proper and sufficient care to the best of their knowledge
and ability for the maintenance of adequate accounting records in accordance
with the provisions of this Act, for safeguarding the assets of the Company
and for preventing and detecting fraud and other irregularities;

That they have prepared the annual accounts on a going concern basis.
APPRECIATION: Employee relations continue to be harmonious and cordial.

The Board of Directors Wishes to place on record its sincere appreciation of the
devoted services made by employees at all levels in ensuring the high levels of
performance and growth that your Company has achieved during the year.
Your Board would like to place on record its sincere appreciation for the
assistance given by the Company's Bankers and acknowledge that their continued
support has been a source of considerable strength.
Aquaguard Classic
Powered with e-boiling+, intelligent purity sensor system and mineral
preserver system, Aquaguard Classic removes physical, chemical and water-borne
disease causing bacteria, virus and protozoa from your drinking water ensuring that
the water your family drinks is absolutely pure and safe. Aquaguard Total Water
Purifiers are the only purifiers in India that are endorsed by the Indian Medical
Association
Features
Complete Water Purification with e-boiling+
The complete purification system with e-boiling+ technology destroys all
known diseases-causing bacteria and virus including cyst. It gives you water as
pure, as safe as water boiled for 20 minutes. Plus more.
Intelligent Purity Sensor System
This Purity Sensor System continuously scans the water to give absolutely
safe water or no water.

New Look
The new Aqua guard Classic is aesthetically pleasing, easy to clean and
maintain. Mineral Preserver System
Electronic impulses are produced to prevent scaling of the quartz tube,
thereby ensuring that precious minerals and nutrients are retained in the water.
Technical specification .
Water Pressure: Min: 0.4 kg/sq.cm.
Max: 2.0 kg/sq. cm
Input Voltage: 230 V AC/50 Hz
Power rating: 25 Watts
Ultra-Violet Lamp: 8 Watts (G8T5)
Net Weight: 4.5 kg
Dimensions (W x D x H) in mm : 307 x 103 x 355 Water Flow Rate** : 1 liter/min
Fuse: 0.25 Amp (Slow blow)
: ** Flow Rate depends on the Input Water Pressure and condition of the
filters.
Note: In case the water pressure in your area is lower than the minimum
specified, we recommend the use of a pump. If the pressure is higher than the
maximum specified, use of the pressure reducing valve is recommended. Both the
above accessories are available with our company at an additional cost.
: Technical Specifications are subject to change without prior notice.

Eureka Forbes Institute of Environment

Promotes awareness about conservation & management of natural water &. air
resources
Monitors and broadcasts air pollution levels on Pollution Watch in association with
NDTV television network to create public awareness
World Environment Day activities including tie-ups with the National Geographic and
Discovery channels aquachek water labs conduct free water tests In 14 cities across
India
"We haven't inherited the earth from our forefathers, But merely borrowed it
from our children,"
Actively promotes Rainwater Harvesting to supplement and recharge groundwater
EFIE award recognizes groundbreaking research in molecular biology & eradication
of water borne diseases.
World Water Day spreads awareness of water borne diseases
Water-testing kits provided to UNICEF to check water quality samples In India
Pollution control camp and Initiatives with medical associations for the prevention &
cure of respiratory diseases Seminars on water related subjects sponsored; grants
and scholarships for environmental research initiated
Euro-Enviro Quiz - the first national environment-focused quiz for school children
Painting competitions, training sessions and forums in schools & colleges

Rainwater Harvesting

Rainwater - the purest form of water available

India blessed with abundant rainfall but often does not have adequate water
Rainwater allowed to flow free (barely 3% retained)
Water indiscriminatingly drawn by bore wells & tankers - not being recharged
Ingress of seawater in coastal areas contaminating underground natural 'aquifers';
Hence, importantly looks at rainwater - a free source of water - differently
Rainwater harvesting - simply the direct collection of rainwater to supplement some
of our water needs
Can be stored for direct use or to recharge the groundwater levels
Rainwater can be canalized through a filter bed into an underground storage tank
Can be used for flushing, washing utensils & clothes and even gardening
Rainwater is soft water - save on detergents and softeners
Solution inexpensive - a 20,000 Iitres tank, does cost not more than Rs 2,000 per
flat, basically a one time cost - requires very little maintenance
Rainwater can be used to recharge the groundwater, improving the water quality and
raising the water table
Aquacheck
At Aquachek, customers of any brand of water purifier can get their water checked
for the bacteria and other water contents for a nominal fee.
Service available in Ahmedabad, Bangalore, Bhimtal, Chandigarh, Chennai, Cochin,
Delhi, Guwahati, Hyderabad, Indore, Kolkata, Lucknow, Meghalaya and Mumbai.

Aquaguard
introduces
Classic - a 3 in 1 Water
Purification System that
provides water as pure,
as safe as water boiled
for 20 minutes. Plus
more.

Aquaguard Total Gold

Nova - The Gold
Standard of Purity

Water Borne Diseases

More than 1 billion people do not have access to safe drinking water. In the

developing world, 80% of all Diseases are water-related"" The magnitude of the
problem can be seen from the fact that diarrhoeal disease alone leads to 2 - 2.2
million deaths and 4 billion episodes of disease every year worldwide. An estimated
10,000 deaths due to diarrhoeal disease happen amongst children in India every
year. 1\15 is an immense economic and social burden on the country" The
magnitude of the problem can be further geed from the fact that in India, 19.2% of all
children under the age of 3 years have had diarrhoeal disease in my two week
period". It is in this context that the United Nations has established the Millennium
Development seal of halving the number of people without safe .drinking water, and
reducing by two-third the mortality of children under 5 years, by 2015 .
What causes waterborne diseases?
waterborne diseases result from the contamination of water by harmful viruses,
bacteria and parasites. These,. Carobs find their way into water from fasces - for
example, 1 gram of fasces can contain an estimated 10 million viruses, 1 million
parasite cysts, and 100 worm eggs'. This problem of water contamination exists not
my in surface water sources like rivers, but also in groundwater sources; and in
many cases even where water been treated because of re-contamination during
transmission to consumer homes, and unhygienic storage and handling.
What can be done to solve the problem of waterborne diseases?
World Health Organization (WHO) says that the provision of safe water alone will
reduce diarrhoeal and enteric disease by up to 50%, even in the absence of
improved sanitation or other hygiene measures WHO further asserts that there is
now conclusive evidence that simple, acceptable, low cost interventions which are
capable eliminating harmful viruses, bacteria and parasites from household stored
water, can reduce the risks of diarrhoeal disease for people of all ages in both the
developed and developing world.
If you and your family get safe drinking water, consider yourselves fortunate. In

India, millions struggle everyday to get clean, safe drinking water and fall prey to
serious water-borne diseases.
Today, 80% of the diseases in the developing world are water-related'. In India 800
million such diseases are reported every year, owing to contaminated drinking water.
Water gets contaminated in many ways - by harmful viruses, bacteria arid parasites,
all invisible to the naked eye. These micro-organisms find their way into water from
faeces (1 gram of faeces can contain 10 million viruses, 1 million parasite cysts, and
100 worm egg).
Sewage treatment in residential and industrial units may not be adequate - untreated
human and industrial waste is often dumped into rivers and other water bodies,
which cater to cities and Villages. The situation worsens drastically in the monsoons.
Even though municipal corporations may chlorinate water adequately, contamination
occurs as the water gets distributed to individual homes. Leaks in pipes (owing to
unauthorized connections), unclean water tankers, unclean overhead tanks in
buildings, contaminated taps and unhygienic storage may all lead to microbiological
contamination.
The result? Dreaded diseases like hepatitis, jaundice, diarrhoea, typhoid, cholera,
and gastroenteritis. These water-borne diseases wreak havoc as they cause long
absences from work and school, loss of livelihood and in extreme cases, even death.
Children especially, are the worst hit. Ask any concerned parent and he/she will tell
you how these diseases affect children's health, hinder academic growth, and drain
the family's resources.
Given the multiple sources of contamination, experts agree that the most efficient
way of ensuring safe water is to purify water at your point of use. World Health
Organization (WHO) says that the provision of safe water alone will reduce
diarrhoeal and enteric disease by up to 50%, even in the absence of improved
sanitation or other hygiene measures.

So, play it safe by purifying your drinking water at home. Protect your family from
water-borne diseases.
Do your children frequently miss school due sickness? Does your child feel
lethargic? And is this happening despite your trying to ensure that they eat healthy,
maintain hygiene and do not fall ill?
Symptoms like fatigue, weight loss, diarrhoea, fever, abdominal pain, cramps,
nausea, vomiting and muscle aches are symptoms of water-borne diseases like
gastroenteritis, jaundice, typhoid, gastroenteritis, jaundice, typhoid, hepatitis etc, to
name a few.
One in five children is affected by a water-borne disease every fortnight, across
socio-economic groups.
These deadly diseases interfere with the daily routine of children, hampering their
academics and their extra curricular activities. Besides, if a child's immune system
suffers early on in life, he or she has lower resistance to serious ailments. This can
affect their growth and development.

How to choose the right water purifier for your family?

To protect your family from water-borne diseases, the best and fool-proof practice
would be to purify your water at home. If you are concerned about water safety,
make sure you choose the right water purifier for your home. To choose the best

water purifier that suits your requirements: consider these important questions while
making a decision.
1. Does the water purifier give 'as safe as boiled water?
Yes

No

Dont Know

2. Does it remove invisible viruses, bacteria and germs from your drinking water?
Yes

No

Dont Know

3. Does it remove pesticide impurities from drinking water?

Yes

No

Dont Know

4. Does it remove harmful parasites that are usually difficult to remove? These cause
diarrhoea and amoebic dysentery.
Yes

No

Dont Know

5. Does it filter out physical dirt and impurities?

Yes

No

Dont Know

6. Does the water after purification taste good, is odourless, and looks clear?
Yes

No

Dont Know

7. Does the water purifier have an indicator which tells you when the water purifier's
germ-kill power is over?
Yes

No

Dont Know

8. Can the water purifier run even without the use of electricity and gas, thereby
saving ongoing costs?
Yes

No

Dont Know

9. Does the water purifier work even when you don't get water in your tap?
Yes

No

Dont Know

10. Does the water purifier ensure that water is not wasted while purifying?
Yes

No

Dont Know

11. Does the water purifier give you all of the above benefits at an extremely low

Yes

No

Dont Know

initial price and ongoing cost?

More than 1 billion people do not have access to safe drinking water. In the
developing world, 80% of all diseases are water-related"" The magnitude of the
problem can be seen from the fact that diarrhea disease alone leads to 2 - 2.2 million
deaths and 4 billion episodes of disease every year worldwide. An estimated, 1 crore
death due to diarrhea disease, happens amongst children in India every year.

1\15 is an immense economic and social burden on the country. "The magnitude of
the problem can be further read from the fact that in India, 19.2% of all children
under the age of 3 years have had diarrhea disease in my two week period". It is in
this context that the United Nations has established the Millennium Development,
now of halving the number of people without safe .drinking water, and reducing by
two-third the mortality of children under 5 years, by 2015 .

Waterborne diseases result from the contamination of water by harmful viruses,

bacteria and parasites. These robes find their way into water from fasces - for
example, 1 gram of fasces can contain an estimated 10 million viruses, 1 million
parasite cysts, and 100 worm eggs'. This problem of water contamination exists not
just in surface water sources like rivers, but also in groundwater sources; and in
many cases even where water been treated because of re-contamination during
transmission to consumer homes, and unhygienic storage handling.

The world Health Organization (WHO) says that the provision of safe water alone will
reduce diarrhoeal and enteric disease by up to 50%, even in the absence of
improved sanitation or other hygiene measures.
WHO further alerts that there is now conclusive evidence that simple, acceptable,
low cost interventions which are capable eliminating harmful viruses, bacteria and
parasites from household stored water, can reduce the risks of diarrhoeal disease for

people of all ages in both the developed and developing world

If you and your family get safe drinking water, consider yourselves fortunate. In
India, millions struggle everyday to get clean, safe drinking water and fall prey to
serious water-borne diseases.
Today, 80% of the diseases in the developing world are water-related'. In India 800
million such diseases are reported every year, owing to contaminated drinking water.
Water gets contaminated in many ways - by harmful viruses, bacteria arid parasites,
all invisible to the naked eye. These micro-organisms find their way into water from
fasces (1 gram of fasces can contain 10 million viruses, 1 million parasite cysts, and
100 worm eggs).
Sewage treatment in residential and industrial units may not be adequate - untreated
human and industrial waste is often dumped into rivers and other water bodies,
which cater to cities and Villages. The situation worsens drastically in the monsoons.
Even though municipal corporations may chlorinate water adequately, contamination
occurs as the water gets distributed to individual homes. Leaks in pipes (owing to
unauthorized connections), unclean water tankers, unclean overhead tanks in
buildings, contaminated taps and unhygienic storage may all lead to microbiological
contamination.
The result? Dreaded diseases like hepatitis, jaundice, diarrhoea, typhoid, cholera,
and gastroenteritis. These water-borne diseases wreak havoc as they cause long
absences from work and school, loss of livelihood and in extreme cases, even death.
Children especially, are the worst hit. Ask any concerned parent and he/she will tell
you how these diseases affect children's health, hinder academic growth, and drain
the family's resources.
Given the multiple sources of contamination, experts agree that the most efficient
way of ensuring safe water is to purify water at your point of use. World Health
Organisation (WHO) says that the provision of safe water alone will reduce

diarrhoeal and enteric disease by up to 50%, even in the absence of improved

sanitation or other hygiene measuresc.
So, play it safe by purifying your drinking water at home. Protect your family from
water-borne
diseases.

'

Do your children frequently miss school due sickness? Does your child feel
lethargic? And is this happening despite your trying to ensure that they eat healthy,
maintain hygiene and do not fall ill?
Symptoms like fatigue, weight loss, diarrhoea, fever, abdominal pain, cramps,
nausea, vomiting and muscle aches are symptoms of water-borne diseases like
gastroenteritis, jaundice, typhoid, gastroenteritis, jaundice, typhoid, hepatitis etc, to
name a few.
One in five children is affected by a water-borne disease every fortnight, across
socio-economic groups.
These deadly diseases interfere with the daily routine of children, hampering their
academics and their extra curricular activities. Besides, if a child's immune system
suffers early on in life, he or she has lower resistance to serious ailments. This can
affect their growth and development.

CHAPTER 3

How is Drinking Water unsafe?

Bacteria and Viruses cause most of the commonly found water borne diseases.
Bacteria Cause: Gastro-enteritis, Typhoid, Cholera, Paratyphoid, Dysentery and
Diarrhoea.
Viruses Cause: Polio, Dysentery, Gastro-enteritis, and Diarrhoea. In addition, worm
infestations are commonly caused through contaminated water.
How can I ensure Safe Drinking Water?
There are several excellent products that purify water through one of the several
means:
3 stage Filtration followed by Activated Carbon Chamber and UltraViolet Treatment
3 stage Filtration followed by Iodinated Resin Chamber and Activated Carbon
3 stage Filtration followed by Ozonisation
Ordinary Candle Filters and Muslin Cloth are ineffective in inactivating disease
causing bacteria and viruses. Boiling water is a frequently followed preventive
measure that is effective but costly in the long run.
What is the difference between purified water and bottled mineral water?
A reliable, complete water purifier should give you water that is physically, organically
and microbiologically pure. More importantly, it should be such that the water is 100
percent pure at the time of use with no scope for recontamination. Bottled mineral
water is unfortunately not purified at point of use. Therefore, there can be a chance
of recontamination if stringent quality control measures are not followed. Also, this
could prove to be quite expensive if consumed on a regular basis. Further, as there
is a proliferation of brands available today, chances of spurious water being available
is high.
How UV purification is superior compared to other methods like boiling, using
candle filters etc.?
Conventional methods of water purification commonly used in homes like boiling,
filtering or using candle filters have limitations. Boiling for instance, to be effective
must be done for at least 20-25 minutes after water reaches boiling point. Further,
while the water is being cooled and stored in containers or bottles, there is always
the risk of recontamination. This makes this commonly adopted method impractical,
time consuming and often not completely safe.
Do ultraviolet rays really kill bacteria?
Ultraviolet treatment is an international, time tested technology for water purification.
Ultraviolet rays of 253.7 Nanometers wavelength damage the DNA of bacteria
leading to cell death. If water is kept in contact with ultraviolet rays of the above

specified intensity for a certain contact time, then all water-borne disease-causing
bacteria and virus will be inactivated.
Is UV (Ultraviolet) light dangerous?
Direct exposure to strong doses of UV light at a close range is dangerous. However
in Aquaguard, UV chamber is completely enclosed and no UV light is allowed to
escape. There is no chance of exposure to UV light.
Does your AGWP remove even viruses?
AGWP is the only water purifier which has got complete certification for eliminating
all known disease causing virus and bacteria from the water in the most simple and
effective way. Further in AGWP we do not add any harmful chemicals or resin which
could be dangerous in the long-term. At the same time the essential minerals and
salts in the water which are good for the human body are retained. Hence you get
100% germ-free, clean clear water at the flick of a switch. Why not see a demo for
yourself?
How does Ultraviolet treatment compare with membrane filtration? Is it equally safe?
Ultraviolet is an internationally used technology for water purification. Ultraviolet rays
have the property of inactivating disease-causing bacteria and virus.
An ultraviolet purifier to be effective must have adequate pre-treatment facilities like
a pre-filter and an activated carbon chamber which removes physical and organic
impurities. The water that then flows out is physically, organically and
microbiologically pure. Further, an ideal ultraviolet purifier must also have a
monitoring system that continuously monitors the quality of output water and shuts
off the system automatically if purification levels drop below pre-determined
standards, thus ensuring that the water drawn is 100% pure and safe.
Membranes are also sometimes used for water treatment. A fine porous membrane
can also trap physical particles and some micro-organisms. Membrane filters are
storage type where the water is filtered and is collected into a container from where it
can be drawn. If the consumption of water is frequent or excessive then there will be
a time-lag for re-filling. Further, the membrane needs to be frequently cleaned for it
to be effective which is a laborious process. Also, the membrane can get punctured
which will then make it ineffective as water will flow out without being filtered. Lastly,
these kind of filters have no monitoring systems to check the quality of output water
which means that there is no guarantee of safety.

Do you need to boil or filter water again?

Of course not. A complete purification system is one which gives you clear, safe
water. Just fill your glass and drink!!!
How am I sure that the water from my AG is 100% safe?
We have strict quality norms at our manufacturing facilities (in fact we are the only
company to have ISO 9002 certified factories). Our products are also routinely tested
at reputed Indian (give examples of your city) and International Labs (like Thames
Water Institute - U.K. University of Pretoria, SA. Local Lab. certificates are available
with Water Lab and/or the HOL, while International Certificates are with Technical
HQ - Bangalore and at Mumbai - HO Marketing).
Further we offer water testing at our reputed Water Labs (in Mumbai, Delhi, Chennai,
Bangalore, Kolkata, Ahmedabad, Hyderabad) wherein we collect your water sample
and test it at a very nominal charge.
What are the most common problems the world is facing due to impure drinking
water?
80% of all diseases are waterborne! ( As per World Health Organization)
Every day 1600 people die due to water borne diseases in India (5/12/2006, CNN
IBN)
World wide 22 lakhs deaths every year (90% are children under 5 years old)
130 Crore people does not have access to drinking water (available drinking water is
<0.3%)
In India, over 6.6 crores people including 70 lakhs children are afflicted with endemic
fluorosis
2.2 lakhs habitations affected water quality problems in India - (Report from Rajiv
Gandhi National Drinking Water Mission)
What is water purification?
Water purification generally means freeing water from any kind of impurity it
contains, such as physico-chemical contaminants or micro organisms. Water
purification is not a one step process, the purification process contains many steps.
The steps that need to be progressed depend on the kind of impurities that are found
in the water. This can differ very much for different types of water.
If you use treated corporation water supplied by govt. Authority, do you still
need an Aquaguard?

The corporation water is not purified, but only treated. In most of the cases, water is
treated or chlorinated using bleaching powder. Chlorination does not remove the
impurities in the water completely. Besides, chlorination itself contributes to make the
water less potable, which means the ''pure'' water that reaches your kitchen is
loaded with impurities.
What is Chlorination? Is it effective?
Chlorination is usually done by treating water with bleaching powder, which is cheap
& readily available as a white powder. Chemically it is Sodium Hypochlorite / Calcium
Hypochlorite. The bleaching powder reacts with water and produce hypochlorous
acid. Hypochlorous acid destroys the bacteria in the water but at the same time
reacts with organic impurities in water producing dangerous Trihalomethanes
(THMs). Besides, the excess chlorine reacts with ammonia producing chloramines.
Both these compounds are carcinogenic - causes cancer. Once this water is
released from the treatment system, it is prone to recontamination by rust, dirt, dust,
drainage wastes etc. Considering the ill effects, most of the developed countries
have banned chlorination.
During rainy season, corporation water is slightly colored and smells of Chlorine,
why?
During rainy season, the run off rainwater washes off land pollutants along with
eroded top soil, sewage, industrial and agricultural wastes and sediments to the river
stream. These contaminants render the water nutrient-rich, thereby resulting in
increased bacterial load. Hence, more bleaching powder (more than the permissible
limit) is added to the water to reduce high bacterial population. This activity triggers
the formation of chlorine byproducts (Trihalomethanes and chloramines) in water.
Here boiling alone is ineffective to remove the contaminants.
Why is it said that boiling is not a 'complete' method?
While boiling the water, all the dissolved oxygen will escape and make the water
tasteless. Dissolved oxygen is required in our body for easy digestion. Moreover
while boiling the water the concentration of the chemical impurities will increase i.e.
nitrates, pesticides etc. We cannot remove physical impurities through boiling. To kill
micro organisms we need to boil water for a minimum of 20 minutes for 100%
success rate. In addition to this boiling is a time consuming, expensive and non eco friendly method.

I use a storage filter and the water is crystal clear.

Clear water does not mean safe water. Most of the storage devices use only ceramic
filters capable of removing merely the dust, dirt and mud particles. There is no
device inside the storage filter to remove the chemicals and bacterial load from
water. Over a period of time, the mud particles will settle on the surface and deep
inside, then these filters act as a breeding ground for bacteria which will come along
with the filtered water. Hence a storage filter is not a complete purifier.
We use bore well water and find it great.
Bore well water is also groundwater and it too is prone to all the contamination as
well water. If you watch closely, the outskirts of the city which were agricultural lands
have now become part of the city with more residential colonies. The water from
these areas contains high level of nitrates, fertilizers and pesticides. It may also
contain high level of inorganic salts (TDS & Hardness) which makes water not
potable. Moreover the water quality of bore wells changes very frequently and this
depends upon the quantity of water drawn from the bore well.
During monsoon season, the outbreak of water borne diseases is very
common, why? How can I avoid it?
During rainy season, sewage mixes with drinking water sources and the distribution
systems. Sewage is the main source of pathogens, causing water borne disease like
cholera, typhoid, paratyphoid, jaundice, diarrhoea, gastroenteritis, dysentery etc.
These diseases spread very fast through drinking water during rainy season.
Some Do's & Dont's for protection against water borne diseases:
Do's Dont's
Drink only pure & safe water

Do not drink water directly from the tap

Collect water from the clean source

Do not drink water sold through trolleys, fruit

juices prepared in shops and drinks containing commercial ice cubes.

Keep your surroundings clean

Do not drink water from rusted taps and leaked

pipes.
Keep drinking water separately and hygienically

Do not expose drinking water.

Eat only hot and fresh food items Do not eat cold and stale food.
Is usage of 'can or packaged' water safe and healthy?
Most manufacturers of 'can water' are not concerned about quality of water they
deliver. In most of the places the processing environment is unhygienic and do not
have BIS certification. Normally PET bottles are supposed to be used and disposed
but these players do more than 60 fillings, making the bottle unsterile (chances of
microbial contamination). This water will not supply any minerals to our body and

causes osteoporosis (weakening of bones). So can water is not recommended for

regular use. It is always good to have a household drinking water purification system,
which purifies your water in front of your eyes!
Do we get essential minerals through drinking water?
Minerals are abundant in natural water. The essential minerals are calcium,
magnesium, iron, sodium and potassium. Calcium is required for strengthening the
bone and teeth, while magnesium is required for metabolic activities especially for
food digestion. Deficiency of magnesium causes heart disease and aging. Iron is
required for the formation of haemoglobin and its deficiency causes anemia (doctors
prescribe iron tablets). Sodium helps to develop the muscles and nerves and
potassium for brain development. One should ensure that enough quantity of
minerals is got through drinking water.
How does lead enter the drinking water and what are the health impacts?
Next to chlorine, lead is the most common contaminant found in tap water. Lead
enters the drinking water from plumbing and fixtures, especially those with chromeplated brass and brass which contain 8% to 15% lead. The EPA estimates that 98%
of all homes have pipes, fixtures or solder joints in the household plumbing that can
leach some level of lead into the tap water. Vehicle exhaust also releases lead into
the atmosphere and mixes with rain water, polluting the drinking water source. Paints
and batteries also contribute to the lead content in water.
Lead poisoning is very dangerous for children below ten years, as it affects their
central and peripheral nervous system and results in mental retardation. Arsenic in
drinking water causes cancer in bladder, lung, kidney, liver and skin. It can also harm
the heart and blood vessels, causing birth defects and reproductive problems.
Fortunately, appropriate technologies are available today to reduce lead content in
water.
What is ph value of drinking water?
pH (Potential of Hydrogen ion) is a parameter to check whether the water is acidic or
alkaline. The pH meter reads from 1 - 14. If the pH is below 6.5, the water is acidic in
nature and if above 8.5, it is alkaline (base) in nature. Acidic water is corrosive in
nature and causes acidity and other gastric problems. So the drinking water pH
should be in between 6.5 to 8.5.

What is silver nano technology in water purification system? How does it

work?
Nanotechnology is the emerging material science where we use nano size silver
particles (0.000000001meter). Nano particles are very active and have the ability to
convert pesticides into harmless amorphous carbon. This conversion is possible only
with the help of nano particles. These silver nano particles in our water purifiers have
been incorporated with the carbon block with an intention to remove the dangerous
pesticides from the drinking water.
You said 80 % of the diseases are water borne, can you elaborate?
Water borne diseases are caused by pathogens such as bacteria, virus and
protozoa. There are different types of water borne diseases depending on the
causative organism i.e. bacterial diseases, viral diseases and protozoan diseases.
Typhoid, paratyphoid, cholera, dysentery, diarrhoea and gastroenteritis are the
common bacterial diseases. Polio, hepatitis A & E (jaundice), gastroenteritis,
dysentery, infantile diarrhea etc. are viral diseases. The commonly found protozoan
diseases are amoebic dysentery, cryptosporidium, giardiasis etc. These major
diseases accounts for 80% of the epidemic occurrences. It is estimated that, at any
time half of the world's hospital beds are occupied by patients suffering from water
borne diseases.
How does water play a vital role in our body mechanism?
Water constitutes 65 to 70% of our body. It helps to digest the food, eliminate toxic
wastes, helps to assimilate, transport oxygen and nutrients, also regulate the body
temperature. Water deficiency in our system will lead to severe dehydration and
other impacts. 0.5% deficiency will make you thirsty, 5% will cause light fever, 8% will
cause no saliva formation and more than 12% will lead to intense dehydration and
death.
What is UV disinfection? How do you calculate the UV dosage?
UV disinfection is the process of destroying micro organisms with the magnitude of
UV dosage. UV lamp emits UV rays with a wave length of 253.7 nm. These rays will
penetrate the cells of the microorganisms and destroy the genetic material and
render the organism unable to multiply.
UV dosage determines the killing efficiency of micro organisms. This can be
calculated as follows: UV intensity X Exposure time Area of UV chamber. Different
organisms require different dosage - for killing bacteria it normally ranges from 2.1 to

6.6 mW sec/cm2, for virus it ranges from 6.6 to 8.6 mW sec/cm2 and for protozoa it
is 15 mW sec/cm2. The UV dosage in Aquaguard is 105 mW sec/cm2.
Is UV rays harmful to human being?
Yes, direct or prolonged exposure to UV is harmful to all living cells. UV is non ionized radiation like visible rays, which cannot penetrate through objects. X rays are
ionized radiations which can penetrate through objects and accumulates. UV rays
can not escape through a concealed chamber. So UV technology used in Aquaguard
is always safe.
Since Aquaguard Total is a electrical equipment, I would like to know its power
consumption. Is it on the higher side?
The consumption of electricity in water purifier is negligible compared to any other
electric equipment in your house. The Aquaguard Total (I NOVA) has a power
consumption of 25 watts. Aquaguard consumes 1 unit current, only in 40 hours in
which time it can purify 4800 L of drinking water. On an average, we use 20 L of
purified water per day in our house. According to this calculation, a household
normally require 7300 liters of water per year. So the electric consumption will be
approximately 1.52 units per year.
How does activated carbon enhance the taste of water?
Activated carbon has many applications in the purification process. It's unique
property of adsorption helps to reduce the impurities in the water i.e. organic
chemicals, bad smell, colour, chlorine, byproducts of chlorine, pesticides, lead etc. It
has large amount of micro porosity. If water passes through the carbon bed, it will
separate the impurities and enhance the taste.
Is it true that Aquaguard Total removes the essential minerals in water?
Absolutely not. Aquaguard will not reduce essential minerals from water. The
specially designed mineral preserver system (decalcification System) produces
electromagnetic vibrations into the water. This will help to prevent the mineral scale
formation inside the UV chamber and aids to retain the essential minerals in water.
What is Reverse Osmosis Technology in water purification?
It is the process by which water molecules are forced through a 0.0001 micron semi
permeable membrane by water pressure. Long sheets of the membrane (TFC - Thin
Film Composite) are ingeniously sandwiched together and rolled up around a hollow
central tube in a spiral fashion. They are available in different sizes for processing
different quantities of water. This process of purification is mainly meant to reduce
the 'salt content' from the water.

What is Blu G Technology in Aquaguard Total Sensa?

The quality of drinking water is constantly changing due to pollution, over exploitation
of ground water and many other reasons. Today we get water from different sources
i.e. rivers, lakes, bore wells and tanker water etc. So selecting a right purification
technology is a challenge for this changing water.
Only Aquaguard Total Sensa with its patented Blu G technology continuously senses
the input quality and auto selects the right purification technology (RO or UV). This
technology would able to provide pure and perfectly balanced water, enriched with
essential minerals and salts.
How do I know which water purifier I need for my home/ office?
Water treatment is like any other treatment of your health / you first need to know
what is wrong with your water before you treat it. Depending upon the water input
quality one has to select the right technology to purify the water.
Do you have any water testing facility of your own to test the water? What is
the charge?
Yes, we do have the water testing facility of our own in major cities called Aquachek
water testing facility. We can do the complete chemical and bacterial test with a
nominal fee of Rs 500 plus tax for both chemical and bacteria test. Rs 300 plus tax
for chemical or bacteria individually.
How long can the Aquaguard water be stored?
Aquaguard Total water should be stored in a cool, clean place preferably steel or
glass containers. Avoid matkas or storage filters as they tend to breed Micro
organisms. For hygienic reasons it is preferable to replace the stored water after two
days.
How I will ensure there is service back up for Aquaguard? Do you have any
dedicated service help line?
We have over 1000 service centers in all major cities in India with more than 5000
trained service technicians. Ours is the largest After Sales net work in India. Yes, we
have a dedicated 24 hours single number access help line in 8 major cities. The help
line number is 39883333.
How is Drinking Water unsafe?
Bacteria and Viruses cause most of the commonly found water borne diseases.
Bacteria Cause: Gastro-enteritis, Typhoid, Cholera, Paratyphoid, Dysentery and
Diarrhoea.

Viruses Cause: Polio, Dysentery, Gastro-enteritis, Diarrhoea. In addition, worm

infestations are commonly caused through contaminated water.
How can I ensure Safe Drinking Water?
There are several excellent products that purify water through one of the several
means:
3 stage Filtration followed by Activated Carbon Chamber and UltraViolet Treatment
3 stage Filtration followed by Iodinated Resin Chamber and Activated Carbon
3 stage Filtration followed by Ozonisation
Ordinary Candle Filters and Muslin Cloth are ineffective in inactivating disease
causing bacteria and viruses. Boiling water is a frequently followed preventive
measure, that is effective but costly in the long run.
What is the difference between purified water and bottled mineral water?
A reliable, complete water purifier should give you water that is physically, organically
and microbiologically pure. More importantly, it should be such that the water is 100
percent pure at the time of use with no scope for recontamination. Bottled mineral
water is unfortunately not purified at point of use. Therefore, there can be a chance
of recontamination if stringent quality control measures are not followed. Also, this
could prove to be quite expensive if consumed on a regular basis. Further, as there
is a proliferation of brands available today, chances of spurious water being available
is high.
How is UV purification superior compared to other methods like boiling, using
candle filters etc.?
Conventional methods of water purification commonly used in homes like boiling,
filtering or using candle filters have limitations. Boiling for instance, to be effective
must be done for at least 20-25 minutes after water reaches boiling point. Further,
while the water is being cooled and stored in containers or bottles, there is always
the risk of recontamination. This makes this commonly adopted method impractical,
time consuming and often not completely safe.
Do ultraviolet rays really kill bacteria?
Ultraviolet treatment is an international, time tested technology for water purification.
Ultraviolet rays of 253.7 Nanometers wavelength damage the DNA of bacteria
leading to cell death. If water is kept in contact with ultraviolet rays of the above
specified intensity for a certain contact time, then all water-borne disease-causing
bacteria and virus will be inactivated.

Is UV (Ultraviolet) light dangerous?

Direct exposure to strong doses of UV light at a close range is dangerous. However
in Aquaguard, UV chamber is completely enclosed and no UV light is allowed to
escape. There is no chance of exposure to UV light.
Does your AGWP remove even viruses?
AGWP is the only water purifier which has got complete certification for eliminating
all known disease causing virus and bacteria from the water in the most simple and
effective way. Further in AGWP we do not add any harmful chemicals or resin which
could be dangerous in the long-term. At the same time the essential minerals and
salts in the water which are good for the human body are retained. Hence you get
100% germ-free, clean clear water at the flick of a switch. Why not see a demo for
yourself?
How does Ultraviolet treatment compare with membrane filtration? Is it equally safe?
Ultraviolet is an internationally used technology for water purification. Ultraviolet rays
have the property of inactivating disease-causing bacteria and virus.
An ultraviolet purifier to be effective must have adequate pre-treatment facilities like
a pre-filter and an activated carbon chamber which removes physical and organic
impurities. The water that then flows out is physically, organically and
microbiologically pure. Further, an ideal ultraviolet purifier must also have a
monitoring system that continuously monitors the quality of output water and shuts
off the system automatically if purification levels drop below pre-determined
standards, thus ensuring that the water drawn is 100% pure and safe.
Membranes are also sometimes used for water treatment. A fine porous membrane
can also trap physical particles and some micro-organisms. Membrane filters are
storage type where the water is filtered and is collected into a container from where it
can be drawn. If the consumption of water is frequent or excessive then there will be
a time-lag for re-filling. Further, the membrane needs to be frequently cleaned for it
to be effective which is a laborious process. Also, the membrane can get punctured
which will then make it ineffective as water will flow out without being filtered. Lastly,
these kind of filters have no monitoring systems to check the quality of output water
which means that there is no guarantee of safety.

Do you need to boil or filter water again?

Of course not. A complete purification system is one which gives you clear, safe
water. Just fill your glass and drink!!!
How am I sure that the water from my AG is 100% safe?
We have strict quality norms at our manufacturing facilities (in fact we are the only
company to have ISO 9002 certified factories). Our products are also routinely tested
at reputed Indian (give examples of your city) and International Labs (like Thames
Water Institute - U.K. University of Pretoria, SA. Local Lab. certificates are available
with Water Lab and/or the HOL, while International Certificates are with Technical
HQ - Bangalore and at Mumbai - HO Marketing).
Further we offer water testing at our reputed Water Labs (in Mumbai, Delhi, Chennai,
Bangalore, Kolkata, Ahmedabad, Hyderabad) wherein we collect your water sample
and test it at a very nominal charge.
What are the most common problems the world is facing due to impure
drinking water?
80% of all diseases are waterborne! ( As per World Health Organization)
Every day 1600 people die due to water borne diseases in India (5/12/2006, CNN
IBN)
World wide 22 lakhs deaths every year (90% are children under 5 years old)
130 Crore people does not have access to drinking water (available drinking water is
<0.3%)
In India, over 6.6 crores people including 70 lakhs children are afflicted with endemic
fluorosis
2.2 lakhs habitations affected water quality problems in India - (Report from Rajiv
Gandhi National Drinking Water Mission)
What is water purification?
Water purification generally means freeing water from any kind of impurity it
contains, such as physico-chemical contaminants or micro organisms. Water
purification is not a one step process, the purification process contains many steps.
The steps that need to be progressed depend on the kind of impurities that are found
in the water. This can differ very much for different types of water.
If you use treated corporation water supplied by govt. Authority, do you still
need an Aquaguard?
The corporation water is not purified, but only treated. In most of the cases, water is
treated or chlorinated using bleaching powder. Chlorination does not remove the
impurities in the water completely. Besides, chlorination itself contributes to make the

water less potable, which means the ''pure'' water that reaches your kitchen is
loaded with impurities.
What is Chlorination? Is it effective?
Chlorination is usually done by treating water with bleaching powder, which is cheap
& readily available as a white powder. Chemically it is Sodium Hypochlorite / Calcium
Hypochlorite. The bleaching powder reacts with water and produce hypochlorous
acid. Hypochlorous acid destroys the bacteria in the water but at the same time
reacts with organic impurities in water producing dangerous Trihalomethanes
(THMs). Besides, the excess chlorine reacts with ammonia producing chloramines.
Both these compounds are carcinogenic - causes cancer. Once this water is
released from the treatment system, it is prone to recontamination by rust, dirt, dust,
drainage wastes etc. Considering the ill effects, most of the developed countries
have banned chlorination.
During rainy season, corporation water is slightly colored and smells of Chlorine,
why?
During rainy season, the run off rainwater washes off land pollutants along with
eroded top soil, sewage, industrial and agricultural wastes and sediments to the river
stream. These contaminants render the water nutrient-rich, thereby resulting in
increased bacterial load. Hence, more bleaching powder (more than the permissible
limit) is added to the water to reduce high bacterial population. This activity triggers
the formation of chlorine byproducts (Trihalomethanes and chloramines) in water.
Here boiling alone is ineffective to remove the contaminants.
Why is it said that boiling is not a 'complete' method?
While boiling the water, all the dissolved oxygen will escape and make the water
tasteless. Dissolved oxygen is required in our body for easy digestion. Moreover
while boiling the water the concentration of the chemical impurities will increase i.e.
nitrates, pesticides etc. We cannot remove physical impurities through boiling. To kill
micro organisms we need to boil water for a minimum of 20 minutes for 100%
success rate. In addition to this boiling is a time consuming, expensive and non eco friendly method.
I use a storage filter and the water is crystal clear.
Clear water does not mean safe water. Most of the storage devices use only ceramic
filters capable of removing merely the dust, dirt and mud particles. There is no
device inside the storage filter to remove the chemicals and bacterial load from
water. Over a period of time, the mud particles will settle on the surface and deep

inside, then these filters act as a breeding ground for bacteria which will come along
with the filtered water. Hence a storage filter is not a complete purifier.
We use bore well water and find it great.
Bore well water is also groundwater and it too is prone to all the contamination as
well water. If you watch closely, the outskirts of the city which were agricultural lands
have now become part of the city with more residential colonies. The water from
these areas contains high level of nitrates, fertilizers and pesticides. It may also
contain high level of inorganic salts (TDS & Hardness) which makes water not
potable. Moreover the water quality of bore wells changes very frequently and this
depends upon the quantity of water drawn from the bore well.
During monsoon season, the outbreak of water borne diseases is very
common, why? How can I avoid it?
During rainy season, sewage mixes with drinking water sources and the distribution
systems. Sewage is the main source of pathogens, causing water borne disease like
cholera, typhoid, paratyphoid, jaundice, diarrhoea, gastroenteritis, dysentery etc.
These diseases spread very fast through drinking water during rainy season.
Some Do's & Dont's for protection against water borne diseases:
Do's Dont's
Drink only pure & safe water

Do not drink water directly from the tap

Collect water from the clean source

Do not drink water sold through trolleys, fruit

juices prepared in shops and drinks containing commercial ice cubes.

Keep your surroundings clean

Do not drink water from rusted taps and leaked

pipes.
Keep drinking water separately and hygienically

Do not expose drinking water.

Eat only hot and fresh food items Do not eat cold and stale food.
Is usage of 'can or packaged' water safe and healthy?
Most manufacturers of 'can water' are not concerned about quality of water they
deliver. In most of the places the processing environment is unhygienic and do not
have BIS certification. Normally PET bottles are supposed to be used and disposed
but these players do more than 60 fillings, making the bottle unsterile (chances of
microbial contamination). This water will not supply any minerals to our body and
causes osteoporosis (weakening of bones). So can water is not recommended for
regular use. It is always good to have a household drinking water purification system,
which purifies your water in front of your eyes!

Do we get essential minerals through drinking water?

Minerals are abundant in natural water. The essential minerals are calcium,
magnesium, iron, sodium and potassium. Calcium is required for strengthening the
bone and teeth, while magnesium is required for metabolic activities especially for
food digestion. Deficiency of magnesium causes heart disease and aging. Iron is
required for the formation of haemoglobin and its deficiency causes anemia (doctors
prescribe iron tablets). Sodium helps to develop the muscles and nerves and
potassium for brain development. One should ensure that enough quantity of
minerals is got through drinking water.
How does lead enter the drinking water and what are the health impacts?
Next to chlorine, lead is the most common contaminant found in tap water. Lead
enters the drinking water from plumbing and fixtures, especially those with chromeplated brass and brass which contain 8% to 15% lead. The EPA estimates that 98%
of all homes have pipes, fixtures or solder joints in the household plumbing that can
leach some level of lead into the tap water. Vehicle exhaust also releases lead into
the atmosphere and mixes with rain water, polluting the drinking water source. Paints
and batteries also contribute to the lead content in water.
Lead poisoning is very dangerous for children below ten years, as it affects their
central and peripheral nervous system and results in mental retardation. Arsenic in
drinking water causes cancer in bladder, lung, kidney, liver and skin. It can also harm
the heart and blood vessels, causing birth defects and reproductive problems.
Fortunately, appropriate technologies are available today to reduce lead content in
water.
What is ph value of drinking water?
pH (Potential of Hydrogen ion) is a parameter to check whether the water is acidic or
alkaline. The pH meter reads from 1 - 14. If the pH is below 6.5, the water is acidic in
nature and if above 8.5, it is alkaline (base) in nature. Acidic water is corrosive in
nature and causes acidity and other gastric problems. So the drinking water pH
should be in between 6.5 to 8.5.
What is silver nano technology in water purification system? How does it
work?
Nanotechnology is the emerging material science where we use nano size silver
particles (0.000000001meter). Nano particles are very active and have the ability to
convert pesticides into harmless amorphous carbon. This conversion is possible only
with the help of nano particles. These silver nano particles in our water purifiers have

been incorporated with the carbon block with an intention to remove the dangerous
pesticides from the drinking water.
You said 80 % of the diseases are water borne, can you elaborate?
Water borne diseases are caused by pathogens such as bacteria, virus and
protozoa. There are different types of water borne diseases depending on the
causative organism i.e. bacterial diseases, viral diseases and protozoan diseases.
Typhoid, paratyphoid, cholera, dysentery, diarrhoea and gastroenteritis are the
common bacterial diseases. Polio, hepatitis A & E (jaundice), gastroenteritis,
dysentery, infantile diarrhea etc. are viral diseases. The commonly found protozoan
diseases are amoebic dysentery, cryptosporidium, giardiasis etc. These major
diseases accounts for 80% of the epidemic occurrences. It is estimated that, at any
time half of the world's hospital beds are occupied by patients suffering from water
borne diseases.
How does water play a vital role in our body mechanism?
Water constitutes 65 to 70% of our body. It helps to digest the food, eliminate toxic
wastes, helps to assimilate, transport oxygen and nutrients, also regulate the body
temperature. Water deficiency in our system will lead to severe dehydration and
other impacts. 0.5% deficiency will make you thirsty, 5% will cause light fever, 8% will
cause no saliva formation and more than 12% will lead to intense dehydration and
death.
What is UV disinfection? How do you calculate the UV dosage?
UV disinfection is the process of destroying micro organisms with the magnitude of
UV dosage. UV lamp emits UV rays with a wave length of 253.7 nm. These rays will
penetrate the cells of the microorganisms and destroy the genetic material and
render the organism unable to multiply.
UV dosage determines the killing efficiency of micro organisms. This can be
calculated as follows: UV intensity X Exposure time Area of UV chamber. Different
organisms require different dosage - for killing bacteria it normally ranges from 2.1 to
6.6 mW sec/cm2, for virus it ranges from 6.6 to 8.6 mW sec/cm2 and for protozoa it
is 15 mW sec/cm2. The UV dosage in Aquaguard is 105 mW sec/cm2.
Is UV rays harmful to human being?
Yes, direct or prolonged exposure to UV is harmful to all living cells. UV is non ionized radiation like visible rays, which cannot penetrate through objects. X rays are
ionized radiations which can penetrate through objects and accumulates. UV rays

can not escape through a concealed chamber. So UV technology used in Aquaguard

is always safe.
Since Aquaguard Total is a electrical equipment, I would like to know its power
consumption. Is it on the higher side?
The consumption of electricity in water purifier is negligible compared to any other
electric equipment in your house. The Aquaguard Total (I NOVA) has a power
consumption of 25 watts. Aquaguard consumes 1 unit current, only in 40 hours in
which time it can purify 4800 L of drinking water. On an average, we use 20 L of
purified water per day in our house. According to this calculation, a household
normally require 7300 liters of water per year. So the electric consumption will be
approximately 1.52 units per year.
How does activated carbon enhance the taste of water?
Activated carbon has many applications in the purification process. It's unique
property of adsorption helps to reduce the impurities in the water i.e. organic
chemicals, bad smell, colour, chlorine, byproducts of chlorine, pesticides, lead etc. It
has large amount of micro porosity. If water passes through the carbon bed, it will
separate the impurities and enhance the taste.
Is it true that Aquaguard Total removes the essential minerals in water?
Absolutely not. Aquaguard will not reduce essential minerals from water. The
specially designed mineral preserver system (decalcification System) produces
electromagnetic vibrations into the water. This will help to prevent the mineral scale
formation inside the UV chamber and aids to retain the essential minerals in water.
What is Reverse Osmosis Technology in water purification?
It is the process by which water molecules are forced through a 0.0001 micron semi
permeable membrane by water pressure. Long sheets of the membrane (TFC - Thin
Film Composite) are ingeniously sandwiched together and rolled up around a hollow
central tube in a spiral fashion. They are available in different sizes for processing
different quantities of water. This process of purification is mainly meant to reduce
the 'salt content' from the water.
What is Blu G Technology in Aquaguard Total Sensa?
The quality of drinking water is constantly changing due to pollution, over exploitation
of ground water and many other reasons. Today we get water from different sources
i.e. rivers, lakes, bore wells and tanker water etc. So selecting a right purification
technology is a challenge for this changing water.
Only Aquaguard Total Sensa with its patented Blu G technology continuously senses
the input quality and auto selects the right purification technology (RO or UV). This

technology would able to provide pure and perfectly balanced water, enriched with
essential minerals and salts.
How do I know which water purifier I need for my home/ office?
Water treatment is like any other treatment of your health / you first need to know
what is wrong with your water before you treat it. Depending upon the water input
quality one has to select the right technology to purify the water.
Do you have any water testing facility of your own to test the water? What is
the charge?
Yes, we do have the water testing facility of our own in major cities called Aquachek
water testing facility. We can do the complete chemical and bacterial test with a
nominal fee of Rs 500 plus tax for both chemical and bacteria test. Rs 300 plus tax
for chemical or bacteria individually.
How long can the Aquaguard water be stored?
Aquaguard Total water should be stored in a cool, clean place preferably steel or
glass containers. Avoid matkas or storage filters as they tend to breed Micro
organisms. For hygienic reasons it is preferable to replace the stored water after two
days.
How I will ensure there is service back up for Aquaguard? Do you have any
dedicated service help line?
We have over 1000 service centers in all major cities in India with more than 5000
trained service technicians. Ours is the largest After Sales net work in India. Yes, we
have a dedicated 24 hours single number access help line in 8 major cities. The help
line number is 39883333.

CHAPTER 5

Summary of findings

From the survey it is found that many customers have used Aquaguard.

Out of all the customers, many customers have preferred Aquaguard classic
and less number of customers have preferred Aquaguard high flow:

It is fond that there is no link between Eureka Forbes products and preference
rating. Different products owner gave different preference ratings to different
products.

Brand is playing major roll in influencing customers mind. Many of the

customers have given their response to Eureka Forbes brand as a influencing
factor.

Due to move distribution network Eureka is a successful brand.

Now ultra violent chamber with e-boiling is main technical

Attributes preferred by customers.

Television 'is the best media for the advertisement of Eureka Forbes products.

At last I found in my project that, some of customers are dissatisfied with

Eureka Forbes agent for coming again and again. But few numbers of
customers are dissatisfied with Eureka Forbes products and many of
customers having vacuum cleaner are dissatisfied with providing after sales
service.

Suggestion

As you know that many of the customers are dissatisfied with the agent
because of reecistment of many agents in the Eureka Forbes. If company has
recruit agent by seen his talent and how he motivated to other then this
problem will solved.

If Eureka Forbes's other product frequently reach a this city then it will
become easier for an agent to achieve success.

Eureka Forbes's Aquaguard is very costly so it is purchased by income group

of Rs 1200 I to 20000/- and also above Rs 20,000/- so if the lower down the
price then it purchased by less than Rs 8000/in~ome group in more number
which is help to find its objectives very easily.

Due to appoint less number of serviceman they cannot provide after sales
service quickly which is caused net to purchase or dissatisfaction on the
customer's mind. If he provides many service men for servicing after sales
then he brings smile on the customers face.