“A water air purifier that takes word of the enter water and purifies accordingly.” Sure, you learn it proper; Manas and Vijender, founders of DrinkPrime in dialog with EFYs Rahul Chopra and Sharon Abhignya Katta, discuss on what is definitely wanted within the water purification business, and the way it’s being solved.
“The most important drawback is that persons are not conscious of the kind of water being consumed. At Drinkprime, we focus extra on the expertise wanted for purifying the water relatively than utilizing the identical expertise to model our purifiers.”
What precisely is the issue that’s being addressed ?
As per UNICEF, lower than 50 per cent of the inhabitants in India has entry to securely managed ingesting water. Solely 26.3 per cent of Indian households use water purifiers(principally within the city areas). Despite varied applied sciences available in the market for over 30 years, there was no answer that really offers an ideal answer.
The enter water is the core drawback that has typically been ignored for years. For instance, in Bangalore, there are 3 enter water sources, specifically Kaveri river water, underground water, and tanker water(chlorinated municipal water). Their proportion varies from one space to a different, including to the seasonal adjustments that happen. Therefore the TDS(whole dissolved solids) within the water just isn’t the identical in all places. In such a situation, a one-size-fits-all answer doesn’t assist.
Not everybody within the city inhabitants set up a water air purifier, as a result of affordability and migrant inhabitants. To their support, there may be an 85 % penetration of the bottled water market. The penetration of the air purifier market alternatively is lower than 10 %.
“How can A water air purifier resolve an issue with out even realizing it utterly?”
How is the issue being addressed ?
Not like the present water purifiers, DrinkPrime focuses on related purification of the enter water. Born in 2016, we goal the basis reason behind the issue. Taking a special course from the one-size-fits-all idea, the IoT sensors enabled within the air purifier are related to WiFi, giving a steady stream of knowledge and holding observe of the purity of water.
Our water purifiers are good sufficient to know the suitable purification primarily based on the enter water. Customised options are supplied to clients primarily based on the enter water. The expertise of purification for use is chosen accordingly.
“The great vary for ingesting water on a TDS metre is between 50-200. Nonetheless, it provides solely a measure of whole dissolved solids in water, and never the minerals concerned. It’s an estimate and never a whole measure.”
“We’re engaged on measuring the minerals within the water and never solids.”
Why is the issue being addressed ?
We imagine that water purifiers should not an equipment however a utility. Consciousness is certainly one of our campaigns that we’re engaged on, in letting folks know the significance of getting purified ingesting water. We need to have an idea of litmus take a look at strips being given out, the place folks can casually take a look at the standard of water and take their name. It will be good to have companions who can again us up technically on this space.
Our idea is just like the electrical energy board, to solely cost clients for the most effective output being supplied, regardless of the kind of purification. We glance to penetrate into 70 % of the market, the place persons are supplied with protected ingesting water. At later phases even a pipeline will be positioned for a bunch of homes.
What makes the answer being supplied distinctive?
The air purifier consists of solenoid partitions that stop air from passing via, making the water within the air purifier – protected to drink- for so long as 2 months. In case of the air purifier being unused for greater than 2-3 months, a technician reverse flushes the gadget as soon as.
Determine 1: Model 1 of the air purifier
The primary mannequin (determine 1) of the air purifier was GSM-based, however very quickly we realised there have been connectivity points and clients had bother realizing the extent of water within the air purifier. The upgraded model, other than exhibiting the extent of water, solved many points, because it moved from GSM to a Bluetooth mannequin. Nonetheless we noticed that the style began differing with purification and upgraded the standard and carbon. As gross sales grew, clients wished correct upkeep when it comes to cleansing the gadget. Therefore our third model, comes with a removable tank and in addition reduces the noise that elements had been making. We had been now clear that the merchandise we used for manufacturing wanted space degree supervision. The third model of the air purifier now had a ten litre storage capability the place the pace of filtration might be gradual. That is now being shipped and the fourth is being labored on. We’re exhibiting shoppers the parameters which are being addressed within the purification course of.
How is the answer being maintained ?
Our technicians, as soon as in 4 months, verify the water air purifier to see if one thing ought to be reconfigured or modified. This helps us hold observe of the air purifier’s well being so that there’s a protected output obtained. We don’t cost the buyer even for his or her service.
On this sample, there is no such thing as a upfront price or set up expenses as effectively.
Determine 2 : Manas and Vijay with the third model of the water air purifier
How is your pricing to clients?
Our worth is Rs 1-3 per litre. As consumption will increase the worth drops down from Rs.3/litre to Rs.1/Litre, when in comparison with the bottled water market (Rs.4/litre) and the overall air purifier market (Rs.4-6/litre).
Eliminating the associated fee wanted for a one-time funding, the sensors positioned contained in the air purifier also can monitor the amount of consumed water and cost clients accordingly. Our subscription plans embrace {hardware}, set up, service and capital price. When shoppers are away(not utilizing the air purifier), we even have a “Pause” interval, the place solely the financing price is charged. There are a number of plans that give a 15 break day upfront pause, the place the price just isn’t charged.
Affordability is a giant a part of the organisation. Compared to the dealer-distributor sample, which is kind of costly, we give attention to a D2C mannequin, making this expertise obtainable to all.
The place is your shopper base?
Tenants are our main clients. We’re additionally working with the landlords concerning the water air purifier gadget. We advise them to maintain the air purifier, in order that the following tenant takes it. Small initiatives in changing the proprietor to a buyer are additionally being taken, making it useful as a income supply for them. A win-win scenario for each tenant and proprietor. Thus far the buyer base has unfold to greater than 1 lakh throughout 3 cities in India (Bangalore, Hyderabad, NCR).
When did your journey start?
We began off a passion challenge(named Waterwala) to purify water for consumption in 2014. Our principal goal again then, was to make purified water delivered to the doorstep. Regardless that more cash was being invested for supply, whereas scaling up the mannequin, the buyer base crossed 20k, emphasising the dimensions of the issue, but we had been lacking out the primary side which is the enter water situation. Transferring into this business fulltime in 2015, DrinkPrime began off in 2016.
What do your funds and partnerships appear like?
Being a D2C, we’re at the moment searching for each financing and technical companions. With the IoT enabled air purifier launched in 2018, we have now seen a 5 instances YoY development. We as an organisation are open to new concepts and ideas, particularly those that can scale back the associated fee per litre. Service technicians and buyer acquisition companions are additionally welcomed.
To maintain observe of the consumption going down, information is given to our financiers who again us up. A minimal quantity on each gadget is given to the financer. Presently, our financiers are Omidyar Community India and Sequoia Surge (Rs.21 Crore), Alteria Capital (Rs.6 Crore) and UC Inclusive Credit score (₹5 crore) and Western Capital (₹3 crore). Our present valuation is Rs. 20 Crores.
Who’s/might be in your workforce?
By way of ability units, we are including extra members to the DrinkPrime household – Product and Know-how, Manufacturing and Operations groups – to make sure we obtain our objectives and milestones. Other than this we’re all the time hiring for operations and customer support roles.
With round 150 folks, the bulk(70 %) is a part of the operations and gross sales. The remaining work on managing features with round 20 folks focussed solely on the expertise. We now have a workforce of absolute {hardware} specialists which are engaged on the fourth model and the attention program.
What are the challenges you face ?
Testing parameters problem– exists as over 20 parameters are collected from the enter water in every space(TDS, turbidity, chloride ranges, pH ranges, minerals and metals, ecology). Not all the things will be executed on-line, as some must be saved on a solvent including a catalyst to acquire outcomes, regardless that TDS and pH will be measured simply.
Provide chain problem– is one thing all the time current. The reliance on worldwide imports, 24 hrs testing are challenges that are offline and time consuming. We might be completely happy to collaborate in a price efficient means with individuals who have cracked and located an answer to this. Being a hygiene issue and a utility, the buyer wouldn’t pay further for this, therefore price performs a significant function.
Innovation problem– is growing the lifetime of the water air purifier, making it extra sturdy, in a greater trend.
What are your future plans?
As water purification is an entire necessity in India, we glance to develop even to rural areas. As time progresses, we wish to present water at lower than Rs 1/litre or arrange an space for a neighborhood the place folks may fill water in rural India. We’re tier 1 cities first, adopted by tier 2 and tier 3. Our principal imaginative and prescient at the moment, is ensuring that the 85 % of city India inhabitants drinks the suitable water.
Manas and Vijay come from a pc science and MBA background respectively. Transcribed and curated by Sharon Abhignya Katta, who’s enthusiastic about innovation.
