CASE STUDY: TATA’s SWACH WATER PURIFIER PROJECT

The TATA Group has taken a plunge to resolve one of the crucial issues plaguing the
rural India i.e. excess to clean drinking water.

TATA chemicals recently unveiled a water purifier named, ‘Swach’ under Rs. 1000/- price
tag. Given the rural India’s potential and cut throat competition in the purifier market, the
affordable ‘Swach’ manufactured using nanotechnology is sure to create a buzz.

Studies have shown that, 75% of the rural population does’nt have access to pure drinking
water leading to high incidence of waterborne diseases and the group is aiming to address this
issue through TATA Swach.

Group Chairman Rattan Tata has said, “The social cost of water contamination is already
enormous and increases every year. I hope it makes a mark in deterring the diseases”.

TATA Swach is a result of four years of research and development by TATA Consultancy
Services, TATA Chemicals and Titan Industries. While the software company brought the
nanotechnology, TATA Chemicals developed the concept of low-cost ingredients like rice husk
ash and Titan designed the manufacturing process. Priced at sub-Rs. 1000/- level, its USP is that
it does’nt need electricity a vital challenge in rural India.

Interestingly TATA Swach will compete with its pricer cousin, Acquaguard, from Eureka
Forbes, owned by Shapoorji Pallonji Group. TATA Swach will face a stiff competition from MNC’s
like HUL’s Pure-it as well as some home grown brands.

TATA Chemicals will be marketing the product using its vast distribution reach in
hinterland besides tapping the group’s philanthropic trusts and other NGO’s.

“We at the TATA Group always had a mission to enhance the quality of life for the people
of India and drinking water is clearly at the foundation of this quest. We even toyed with the idea
of truck mounted water purification plants, which can purify water at the village level. But we are
now able to provide a solution at the household level utilizing the hitherto unorthodox methods of
filtration that make it possible at an affordable cost”.

Courtesy; News item, Business Times, TOI dated 09 December 2009.

 Questions:

1. Identification of the Problem. What are the problem(s) of potable drinking water in
rural India?
2. Formulation of Problem Statement. How will you formulate the problem in precise
words i.e., ‘Problem Statement’?
3. List out the facts of the problem.
4. Identification of the Factors. What are the factors affecting the social problem of
providing clean drinking water?
5. Generation of Alternative Solutions. What are your suggestions to provide clean
drinking water in rural India.
6. Analyse and evaluate alternatives (in relevance to the objective and decision to be taken).

Answers

1. Problem Statement. ‘Access to affordable clean drinking water in rural India’.

2. Facts of the problem.

(a) Lack of potable/clean drinking water in rural India; availability of water sources.
(b) 75% of the rural population does not have access to pure drinking water.
(c) Unhygienic water has lead to high incidence of waterborne diseases.
(d) The social cost of water contamination is already enormous and increases every
year.
(e) High purifier market potential.
(f) Availability and problems of Govt Funding.

3. The Factors.
(a) Enhance the quality of life for the people of India.
(b) Provide clean drinking water.
(c) Affordable method of purification; low cost and high tech solution.
(d) Research and development into effective and low cost purifier.
(e) Marketing and distribution.

4. Alternatives.
(a) Ground / mobile based water purifying plant at the village / community level.
(b) Provide a solution at the household level.

5. Analysis of the Alternatives.

6. Selection of Best Possible Option.