Financial Daily from THE HINDU group of publications
Wednesday, Mar 13, 2002
Financial Daily from THE HINDU group of publications Wednesday, Mar 13, 2002 |
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Marketing
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New Products & Services `Alkaline water' from Team M. Ramesh
CHENNAI, March 12 MEMBRANE Technologies Ltd, producers of the `Team' brand of mineral water, is to launch a new product called `alkaline water'. This is produced basically by a combination of electrolysis and membrane technology — separate the water in a chamber by a membrane, keep an anode and a cathode on each side of the membrane and pass electricity. You'll get acidic water on one side and alkaline water on the other, says Membrane Technologies' Chairman Dr C.H. Krishnamurthy Rao. According to him, because of unhealthy food habits and sedentary lifestyles, calories get deposited in the body as acidic wastes, which is one of the reasons for sprawling paunches and obesity. Alkaline water neutralises the acidic wastes which are then excreted in the form of urine. Dr Rao, who is also the Chairman of the Chennai-based companies, Chemfab Alkalies Ltd and Titanium Equipment and Anode Manufacturers Ltd (TEAM), specialises in membrane technology. TEAM was one of the earliest suppliers of `reverse osmosis' plants for producing potable water in the country. The Rs 20-crore Membrane Technologies Ltd produces household water purification devices which are marketed under the brand name `Team Nil B'. It also manufactures water purification plants for industrial use, one of which was recently inaugurated at Chennai Petroleum Corporation Ltd. Asked how much more expensive the alkaline water would be to a customer, Dr Rao said that it would not be much costlier than the mineral water that is now sold. He said that the company was engaged in working out how best to keep the prices low. One of the ways of doing this is to cut down the distribution expenses. Efforts are on to cut down the number of layers in the distribution channel.
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