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Eureka Forbes Kicks-off a Unique Experiential Consumer Campaign in Mumbai with Aquaguard Canters

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Mumbai, Maharashtra, India

  • A new, revolutionary technology that uses refrigeration technique optimized to condense water from atmospheric air  
  • Generates 120 litres, 500 glasses of drinking water every day
  • Technology designed and developed in collaboration with WaterMaker
  • Aquaguard Canter to demonstrate use of this technology at 16 locations in Mumbai

India is facing an acute water crisis presently. Water contamination and water scarcity are fast becoming our country’s number one woe. Reports estimate that by 2015, 334 million Indians will lack access to safe drinking water. The Indian Meteorological Department (MET) has forecasted this year’s monsoon to be the lowest in 4 years. The National Water Policy of the Government of India, Ministry of Water proclaims that ‘water which is already a scarce resource, will become even scarcer’ and that ‘non-conventional methods of sourcing and utilization of water need to be practiced”. In the wake of delayed monsoons and below-average rainfall, a threat of water scarcity is looming large over Maharashtra and rest of India.

In a bid to spread awareness about innovative, alternative ways to produce drinking water, Eureka Forbes Limited is undertaking a massive on-ground consumer awareness campaign to prevent a crippling water shortage in the city. Aquaguard has kicked-off a unique, experiential consumer awareness campaign in Mumbai by introducing a breakthrough technology which converts thin air to pure, healthy drinking water. The air-water generator is designed and developed by Aquaguard, India’s largest water purifier brand in collaboration with Mumbai-based WaterMaker.


With a month-long campaign, Aquaguard Canters will showcase this unique technology which will convert 120 litres, 500 glasses of pure, healthy water on a daily average from atmospheric air. In the coming weeks, the canter will tour across 16 strategic locations in Mumbai namely Nariman Point, Worli Sea Face, Priyadarshini Park, Lokhandwala Circle, Yari Road, Evershine Nagar, Thakur Complex, Majiwada, Teen Haath Naka etc.

The WaterMaker machine uses refrigeration techniques, capturing water vapour before it touches the earth and provides a localized source of pure water without any connection to pipes or catch basins. The machine works on electricity or alternate sources of energy to condense, collect, filter and dispense pure, healthy drinking water. This machine works most effectively in warm areas with high humidity. It is designed to produce water as per the rated capacity when average temperature is 25ºC – 32ºC and relative humidity is between 70% – 75%Rh. The output increases with increase in humidity and vice versa. The large atmospheric water generators in the machine have an inbuilt chiller system to maintain the temperature of the water at 8ºC – 13ºC; the cold temperature ensures no bacterial growth.

Speaking about the initiative, Mr. Marzin R. Shroff, CEO Direct Sales and Senior VP, Marketing, Eureka Forbes Limited said, “India is facing an acute water crisis owing to delayed monsoons and subsequent water scarcity. At Eureka Forbes, we have been striving hard to educate consumers about right use of water purification technologies which is the most suitable for their drinking water quality. Most consumers are unaware that incorrect use of water purification technology can be harmful not only to their health but also to environment. Our Aquaguard air-to-water initiative is in line with our mission to provide safe, healthy and happy environment to our consumers. This campaign is an endeavor to showcase futuristic and market-changing concepts which will safeguard both consumer and environment interests.”

About Eureka Forbes:

Eureka Forbes Limited is India’s leading health and hygiene brand. It is a multi-product, multi-channel organization with a gross group turnover of Rs. 17, 767 million for the year ending 31st March 2013. A part of Shapoorji Pallonji Group, Eureka Forbes’ product portfolio encompasses water purification, vacuum cleaning, air purification and home security solutions. It has a base of 15 mn happy customers, a reach of over 450 cities and towns in India and a global footprint across 35 countries. In addition to Asia’s largest direct sales force, it has dealer and institutional channels, an inventive business partner network, a rural channel and one of the most expansive service networks in India. In its 32 years of existence, Eureka Forbes has been a pioneer and trend setter in direct selling in India and today is one of the largest direct selling companies in the world. Aquaguard is the flagship water purifier brand of Eureka Forbes and has been conferred with numerous Indian and international awards for its superior technology.

About Aquaguard:

Aquaguard is the flagship water purification brand of Eureka Forbes and one of the largest selling in the world. Launched in 1984, Aquaguard was the first water purifier brand to be introduced in India. With a strong sales force of 6,000 people, 5800 service technicians and 1500 service centres across India, Aquaguard is the most preferred choice of more than 10 million consumer homes in over 500 cities. With over 30 years of research and development, Aquaguard is the only water purifier brand in the country to develop 17 water purification technologies to combat 17 different water conditions in India. It has received 110 certifications by leading water laboratories all over the world and has been conferred with numerous Indian and international awards for its superior technology.

For News Release background on Eureka Forbes click here

Media Contact Details

Apurva Mishra, MSLGROUP in India, +91-9833163620, apurva.mishra@mslgroup.com