Unilever pioneers change in domestic water purification habits

Saturday, 10 December 2011 00:03 - - {{hitsCtrl.values.hits}}

Unilever, the FMCG market leader in Sri Lanka, unveiled a domestic water purification device designed to change water purification habits of Sri Lankan households, recently.

Another breakthrough home-care product from Unilever, “Pureit’, was first introduced in 2004 in India. Since its launch, Pureit has been credited with changing the domestic water purification habits in countries such as India, Bangladesh, Indonesia, Mexico and Brazil. Following Pureit’s global success, Unilever, in keeping with its commitment to meeting the consumers’ needs, has made the device available to the Sri Lankan consumer.

Unilever Pureit has been ideally designed to eliminate the usual time, money and inconvenience involved in boiling water using gas, electricity or firewood. The cutting-edge patented technology ensures that water purified through the device is ‘as safe as boiled water’.

Pureit’s 4-step purification process ensures that the water that passes through the device is free of visible impurities such as dirt, parasites and invisible impurities such as pesticides as well as disease causing viruses and bacteria.

Due to its germ killing capability, Unilever Pureit is incomparable to any other filter available in the market today.

According to Makshoodh Meerasaibu, Marketing Manager, Unilever Sri Lanka, “Pureit is designed to relieve the consumer from the burden of boiling water. In addition this also results in a reduction in costs and consumption of energy sources in the household.

Besides this, the most important factor is that it relieves the consumer of any fears of contacting waterborne diseases, at a price that is affordable.”

“Inspiring consumers to adopt sustainable lifestyles is fundamental to achieving Unilever’s Sustainable Living Plan. Due to its zero energy consumption, Pureit becomes an eco-friendly consumer product, thus playing a vital role in achieving Unilever’s sustainability goal of halving its environmental impact while realising its business ambitions,” said Unilever Sri Lanka Marketing Director Asanga Ranasinghe.

Since its introduction in 2004, Pureit has managed to quickly prove its credentials within the scientific, medical and public health communities worldwide, and convince medical practitioners of its efficacy. According to Unilever Sri Lanka Development Manager Chrishantha Perera, Pureit meets the stringent criteria of the Environmental Protection Agency (EPA), a regulatory body for drinking water in the US.

It is also endorsed locally by SGS Lanka (Pvt) Ltd following a comprehensive study concluding that ‘the water passed through the unit complies with SLS 614: Part 2: 1983 Potable Water Standards with respect to Bacteriological Requirements.’

In addition to its performance certifications, the product has received numerous awards including the 2008 UK Trade and Investment Awards, India Business Award for innovation, the UNESCO Water Digest Water Award 2008/09 for the best domestic non-electrical purifier, and the 2008 Golden Peacock Product/Service Innovation Award.

Through this latest breakthrough product, Unilever is confident that it will revolutionise the drinking water habits of Sri Lankan consumer while improving their overall health and wellbeing.