COMPANY PROFILE

1.1 Background
Ion Exchange (India) Ltd. is an established leader in Asia, offering total water management
solutions to industries, homes and communities. It enjoys an excellent market reputation
with a well documented history of success in water projects, spanning over four decades of
operation. The company has executed over 40,000 installations across the globe including
over 400 major installations for the Power, Petrochemicals, Fertilizers and other core
industries.
Ion Exchange (India) Limited provides water and waste water treatment services in India and
internationally. The company operates through three segments: Industrial, Homes, and
Communities. The Industrial segment provides water management services, including pre
treatment, processing of water/liquid, waste water treatment, water recycle services, and
recovery of valuable by products for reuse in process. The Homes segment offers a ZERO B
range of drinking water purifiers and water conditioners for various applications, such as
drinking, cooking, bathing, laundry, and swimming pools, as well as sewage
treatment/recycle system. The Communities segment provides products and treatment
processes for communities, which include chemical dosing systems, polyelectrolyte,
flocculation, and sedimentation; clarification and filtration; decarburization; softening;
disinfection; brackish water treatment and desalination of sea water; iron/fluoride/nitrate and
arsenic removal; waste water/sullage/sewage treatment and recycle; and disaster management
for drinking water. The company also exports equipment, resins, membranes, and water
treatment chemicals to Japan, southeast Asia, the United States, Europe, Africa, Egypt, the
Middle East, the Russian Federation, Bangladesh, Nepal, Mauritius, and Sri Lanka. It serves
various markets comprising household, institutional, commercial, industrial and public water
supplies, and urban and rural markets. The company was founded in 1964 and is based in
Mumbai, India.

Ion Exchange India pioneered water treatment in India and is today the country's premier
company in water and environment management, with a strong international presence.
Formed in 1964, as a subsidiary of the Permutit Company of UK, we became a wholly Indian

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company in 1985 when Permutit divested their holding. Currently it employ 1,000 people -
multi-disciplinary teams of highly experienced professional managers technologists and
scientists, supported by a widespread infrastructure in India and abroad.

Company focused on the:

• Technological advancement through R&D.

• Affiliations with the best specialist water treatment companies internationally.
• Human resource development - melding technology with people trained to manage it
responsibly.
• Above all, commitment to customer care, that goes far beyond the sale. Technical
service support is a key component of our solutions bouquet and our service network
is the largest in the Indian water treatment industry.

1.2 History

1964 - The Company was incorporated on 6th March, at Calcutta. The company manufacture
ion exchange resins and water treatment plants. 10,000 Shares allotted without payment in
cash to the Permutit Co. Ltd., U.K.

1971 - 50,000 bonus shares issued in proportion of 1:5.

1974 - 1,00,000 bonus shares issued in proposition of 1:3.
1977 - Issued 2,00,600 shares at a premium of Rs 8 per share; 6,000 shares to the resident
employees and directors and 1,94,600 shares to the public during February 1977.
1976 - The Company obtained a licence from the National Research & Development
Corporation (NRDC) to exploit the patent held by them for the manufacture of Reverse
Osmosis Plants.
1979 - 3,60,360 bonus shares issued in proposition of 3:5.
1980 - Government approval was received for the following agreements:
(i) With Chemed Corporation, U.S.A. (a subsidiary of W.R. Grace Co. USA) to
manufacture Dearborn Chemicals for boiler and cooling water treatment.
(ii) With Norit NV of Holland for technical back-up in the design and manufacture of
Solvent recovery system.
(ii) With Portacel Ltd., U.K. (a subsidiary of Portals Water Treatment, Ltd.) for
Clorocel electrolytic chlorinators in India.

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1981 - The Company signed an agreement with Elf Aquitaine, oil company in the French
public sector, for licence to use their process of coalescing and removing oil from water by
action exchange specially developed by them.
Ankleshwar Ion Exchangers & Chemicals, Ltd. is a wholly owned subsidiary was merged
with the Company with effect from 1st January. Hydranautics Membranes India Ltd. and
Polyelectrolyte India Ltd. are subsidiaries of the Company.
1982 - Test kits useful to conduct on-the-spot tests for effective plant control were developed
for sterilizing potable water.
1983 - On 25th February, manufacture of water treatment chemicals was started at
Patancheru near Hyderabad in Andhra Pradesh. A new company namely, Hydraulics
Membranes India, Ltd. Was formed to undertake the manufacture of reverse osmosis
membrane modules and systems in collaboration with Hydranautics Water Systems (HWS)
of USA.
The Permutit Co., Ltd., U.K., proposed a scheme of disinvestment of 1,94,688 No. of equity
shares of Rs 10 each. These shares were offered at a premium of Rs 20 per share in the
proportion of 1:3 to the Indian equity shareholders.
1987 - 9,82,570 shares issued in conversion of debentures in Nov. 1987.
1988 - 15,54,824 bonus shares issued in Proportion of 4:5 in May 1988.
1989 - The Company in collaboration with SNF-Floerger of France set up a joint venture for
manufacture of polyelectrolytes. Subject to necessary approvals being obtained, the
Company proposed to invest in a new company, to be incorporated in the USA, up to 50% of
the Rupee equivalent to US $ 5,00,000. The balance up to US $ 5,00,000 was to be
subscribed by Permeation Technologies Inc. California, set up by Ashwin Desai & his
associates. The new Company was to promote the Company's products, manufacture
packaged and custom built water treatment unit and to act as consultants in total water
management operations, maintenance, erection of water treatment plants etc.
1992 - The Company issued 8,39,604 partly convertible debentures of Rs 180 each. Till date
8,38,755 debenture were allowed. Part A of 80 of the face value of each debenture was to be
converted into 2 equity shares of Rs 10 each for cash at a premium of Rs 30 per share on 1st
April, 1993. Accordingly 16,77,510 No. of equity shares were allotted.
Balance part `B' of Rs 100 of the face value of each debenture was to be redeemed at the end
of 7th, 8th & 9th year from the date of allotment of debenture i.e. 31.7.1992.

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3,84,000 No. of equity shares of the Company were held by the Permutit Co., Ltd., U.K. The
Permutit Co. Ltd. U.K. is wholly owned subsidiary of Portals Holding, Ltd., U.K. The
Permutit Co. Ltd. U.K., were the Company's technical collaborators until May 1971.
1993 - The Company entered into a joint venture with Grace Dearborn Inc., USA, a leading
company in the water treatment chemical field.
1994 - A joint venture company viz. Dearborn IEI India Pvt. Ltd. was formed with Grace
Dearborn Inc. USA a leading company in the water treatment chemicals field. The Company
also entered into collaboration agreements with Elga Ltd. UK and US Filter/Permutit Inc.
USA in the field of water treatment.
During Oct./Nov. the Company offered 14,61,466 zero percent secured fully convertible
debentures of Rs 140 each on right basis to the existing shareholders in the ratio of one
debenture for every four equity shares held. All were taken up. 146146 debentures were
issued to the employees. Part `A' of Rs 50 of the debenture was converted into one equity
share at a premium of Rs 40 per share on allotment. Part `B' of Rs 90 was to be converted
into one equity shares at a premium of Rs 80 per share on or before 15th June 1996.
6,70,000 shares allotted to the promoters on preferential basis at price of Rs 181.75 per share.
10,00,000 shares issued to FIs.16,07,612 shares allotted on conversion of zero percent fully
convertible debentures. 1,576 shares issued.
1995 - 1,12,200 shares issued on conversion of part A of zero percent fully convertible
debentures. 4,48,800 shares issued to warrant holders at Rs 200 per share. 122 shares issued.
1996 - 16,07,612 No. of Equity shares allotted on conversion of zero percent FCDs (Part B).
1997 - 112,200 No. of Equity shares have been issued on conversion of part of zero percent
FCDs.
2000 - The Company has undertaken restructuring of its business. The water solutions
company has closed down four out of its 12 units over the last one year as part of the
restructuring.
2003 - Members approved to delist shares from Delhi Stock Exchange.
2005 - Ion Exchange enters into JV with Belgium Company Fifth Element NV
2009 - Ion Exchange India Ltd has informed BSE that the Board of Directors of the company
at its meeting held on March 25, 2009, inter alia, approved the appointment of Mr. Dinesh
Sharma and Mr. Aankur Patni, Directors of the Company as Executive Directors with effect
from April 01, 2009.

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2010 - Ion Exchange India Ltd has informed that Mr. Shishir Tamotia has been appointed as
additional director of the Company on May 24, 2010.

Type of Organization: Private Limited

1.3 Product Profile

INDION Lab-Q is a compact and convenient laboratory-grade, high purity water (ASTM
Type III) system that is an economical alternative for bottled distilled water. It features all the
technologies of RO systems with the added benefit of an integral auto sanitisation feature that
delivers better than double-distilled quality water from a potable water source. The UV
cartridges, in-built sanitisation and microprocessor controls ensure that purity standards are
maintained.

Suitable for general, non-critical laboratory applications or as pretreatment for ultra

pure water systems, the INDION Lab Q system provides an ideal solution for Type
III laboratory grade water requirements. Applications include:

• Feed for type I water

• Media and chemicals preparation
• Rinsing of highly sensitive glassware
• Instrumental analysis

1.4 Vision & Mission

Vision

"To be the leader in our business which is so vital to people's lives and the environment".

Mission

“ To be the most valued environment business partner of all our customers”

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Joint Venture

Ion Exchange Waterleau Ltd., a joint venture of Ion Exchange (India) Ltd. and the Waterleau
Group, Belgium offers a complete portfolio of advanced environmental solutions and
services for industrial, infrastructure and municipal applications. Technology solutions
encompass water, liquid & gaseous effluents, solid waste & bio-solids and renewable energy,
while services include consultancy, turnkey contracting, O&M and BOOT projects.

1.5 Competitors

There are mainly three major competitors of high purity water purification system for
laboratories. These are Millipore, Siemens and ELGA which acquire larger market.

Millipore India

In the early 1950s Lovell Corporation won a contract from the U.S. Army Chemical
Engineers to develop and manufacture membrane filtering devices and systems used to
separate the molecular components of fluid samples. When the membranes were declassified
in 1953 and offered for commercial use, Jack Bush, a Lovell employee, bought the
company’s right to the technology for $200,000 and established the Millipore Filter
Company which later changed its name to Millipore Corporation to reflect its growing range
of products.

Global growth

Millipore aggressively pursued new markets around the world, as the demand for separations
technologies grew among researchers, medical schools and hospitals, as well as in the
pharmaceutical, chemical, plastics, food-and-beverage, and microelectronics industries.
By 1970, Millipore had established subsidiaries in seven countries. To meet growing
worldwide demand for its products, the company also opened manufacturing plants in
Jaffrey, New Hampshire; Molsheim, France; Cork, Ireland; and several other locations. With
approximately 67% of our business outside the United States, Millipore is a multi-national
company with global operations.

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Product portfolio

Millipore is a trusted partner to scientists and engineers pioneering new cures to mankind's
most challenging health issues. For more than 50 years, we have supplied a continuum of
cutting edge tools, technologies and application solutions. More than 90% of the company’s
product portfolio is comprised of consumable products. In the laboratory research market,
our solutions include Lab water, Drug Discovery and Development, and Life Science. In
biopharmaceutical manufacturing markets, we sell Upstream, Downstream and Process
Monitoring products and services.

Financial Analysis
Grow revenue 5 percent to $1.6 billion. Excluding a 4% benefit from changes in foreign
currency, revenues grew 1%. Non-GAAP earnings per share growth was 7% over 2008.
Since 2005, Millipore has grown its non-GAAP earnings per share at a 15% compounded
growth rate.
Generated organic revenue growth of 6 percent through the bioscience division. The
division’s growth rate was lowered by 1 percent due to the elimination of a small product
line. The results in 2008 were driven by strong performance from the Laboratory Water
Business Unit, successful new product launches, and solid performance in Europe and Asia.
Over the past four years, the Bioscience Division has averaged approximately 8 percent
organic revenue growth.
Generated strong growth through Bioprocess Division in the Process Monitoring Tools
Business Unit, particularly for its Nova Septum product line, a sterile sampling system used
in biopharmaceutical manufacturing processes. The division also significantly expanded its
presence in the disposable manufacturing market.
Accelerated product innovation with the successful launch of several key products including
Snap i.d. for protein detection, Milli-Q Integral for laboratory water purification,
MILLIPLEX MAP for multiplex immunoassays, Guava Flow Cytometry System for cell
analysis, and Viresolve Pro for virus clearance.

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Siemens

SG, a Siemens company, specializes in water treatment solutions for laboratories and
industrial organizations. SG’s electro-deionization systems and reverse osmosis technology
for laboratory and industrial applications have further strengthened the portfolio of Siemens
Water Technologies.

SG has more than 30 years of experience in developing, producing and selling high-purity
water products and systems for laboratories and industry around the world.

Siemens announced the acquisition of the German company SG Wasseraufbereitung und

Regenerierstation GmbH (SG Water). The Hamburg-based supplier specializes in water
treatment solutions for laboratories and industrial organizations. SG Water’s electro-
deionization systems and reverse osmosis technology for laboratory and industrial
applications will further strengthen the portfolio of Siemens Water Technologies, a Business
Unit of Siemens’ Industry Solutions Division. SG Water employees roughly 60 staff
members at two locations in Barsbuttel near Hamburg and Haimhausen near Munich.

Across the world, Siemens has been working closely with governments, business institutions
and local communities to offer high-tech water treatment systems for agricultural and
industrial applications and drinking water. Siemens Water Technologies (SWT) specializes
in providing world leading products, system and services in this sector. From drinking water,
industrial water, waste water and water transport, to water treatment, plant automation,
electrical systems, to building technology and requisite services (including financing, design
and planning, commissioning, maintenance and emergency support), to modernization. SWT
pioneers and implements solutions across the entire life cycle, offering critical benefits
such as:

• Less water consumption

• Lower construction cost
• Space optimization
• Lower project life cycle cost & time

Through high-purity water technology for Pharmaceutical and Solar Cells / Thin Films
manufacturing and related services, Siemens helps industrial and laboratory customers meet
specific water quality requirements to ensure consistent processes and production. Innovative

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control technologies, chemical feed systems and other products, specifically developed for
aquatics and leisure customers, help maintain optimum water chemistry in pools, spas and
aquariums.

The Siemens Group in India has emerged as a leading inventor, innovator and implementer
of leading-edge technology enabled solutions operating in the core business segments of
Industry, Energy and Healthcare. The Group’s business is represented by various companies
that span across these various segments.

Siemens brings to India state-of-the-art technology that adds value to customers through a
combination of multiple high-end technologies for complete solutions. The Group has the
competence and capability to integrate all products, systems and services. It caters to
Industry needs across market segments by undertaking complete projects such as Hospitals,
Airports and Industrial units.

The Siemens Group in India comprises of 22 companies, providing direct employment to

over 17,000 persons. Currently, the group has 18 manufacturing plants, a wide network up of
Sales and Service offices across the country as well as over 500 channel partners.

Today, Siemens, with its world-class solutions plays a key role in India’s quest for
developing modern infrastructure.

The Siemens Group in India has emerged as a leading inventor, innovator and implementer
of leading-edge technology enabled solutions operating in the core business segments of
Industry, Energy and Healthcare. The Group’s business is represented by various companies
that span across these various segments.

Siemens brings to India state-of-the-art technology that adds value to customers through a
combination of multiple high-end technologies for complete solutions. The Group has the
competence and capability to integrate all products, systems and services. It caters to
Industry needs across market segments by undertaking complete projects such as Hospitals,
Airports and Industrial units.

The Siemens Group in India comprises of 22 companies, providing direct employment to

over 17,000 persons. Currently, the group has 18 manufacturing plants, a wide network up of
Sales and Service offices across the country as well as over 500 channel partners.

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Today, Siemens, with its world-class solutions plays a key role in India’s quest for
developing modern infrastructure.

Siemens was founded in Berlin by Werner von Siemens in 1847. As an extraordinary

inventor, engineer and entrepreneur, Werner von Siemens made the world's first pointer
telegraph and electric dynamo, inventions that helped put the spin in the industrial revolution.
He was the man behind one of the most fascinating success stories of all time - by turning a
humble little workshop into one of the world's largest enterprises.

As Werner had envisioned, the company he started grew from strength to strength in every
field of electrical engineering. From constructing the world's first electric railway to laying
the first telegraph line linking Britain and India, Siemens was responsible for building much
of the modern world's infrastructure.

Siemens is today a technology giant in more than 190 countries, employing some 440,000
people worldwide. Our work in the fields of energy, industry, communications, information,
transportation, healthcare, components and lighting have become essential parts of everyday
life.

While Werner was a tireless inventor during his days, Siemens today remains a relentless
innovator. With innovations averaging 18 a day, it seems like the revolution Werner started is
still going strong.

Elga

Elga Lab Water specializes in delivering water purification systems for research, science,
clinical and healthcare environments. Our pure and ultra pure water purification systems
provide a few liters to several thousands of liters of water per day reliably and consistently so
you can focus on your research.

Ultra pure water is vital to hundreds of different applications performed every day around the
world. For clinical diagnostics, in research and science laboratories and healthcare our
experts understand the need for a consistent and reliable supply of pure water.

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From simple routine washing and rinsing, through to ultra pure for the most critical
applications such as ICPMS and ultra trace analysis the PURELAB range is designed to
offer water purity to match your specific laboratory application.

The PURELAB range offers:

• Type I, Type II, Type III water quality

• From 1 liter up to 1,000 liters per day
• Full validation support
• Low running costs

The selection of the right pure water system for your laboratory will depend on varying
factors such as the quality of water required, the volume of water, the level of certification
required and several other parameters.

If you need to supply individual laboratories, a suite of laboratories or all of your laboratories
and associated facilities i.e. washing rooms in a building, the CENTRA range delivers the
flexibility, reliability and economy you need.

Our CENTRA products are single compact units which purify, store and distribute water
from a single central unit.

The CENTRA range can:

• Deliver water from 10 liters up to 38 liters per minute

• Meet usage requirements of up to 6000 (1231 US Gallons) a day
• Provide type I, II and III water quality to meet your application needs

Our ELGA team works together with architects, consultants, facilities managers, suppliers,
and scientists to provide help and expertise at all stages from concept and design through to
the build and installation.

We have provided centralized solutions that have met all specified lab water requirements,
economically and on budget across a broad range of organizations. We have installed
CENTRA water purification systems in academic research laboratories in universities and
institutes, clinical laboratories in hospitals, R&D laboratories in small biotech companies and
laboratories in major pharmaceutical and biopharmaceutical corporations.

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Clinical analyzers need to receive a constant and reliable supply of compliant water to
produce and reproduce diagnostic tests accurately. Water quality below accepted standards
affects result accuracy and significantly impacts running costs.

Our MEDICA range delivers consistent water quality and can feed a single clinical
analyzer, large automated analyzers and multiple analyzers on a distribution loop.

The MEDICA water purification systems all feature:

• Flow rates from 7 liters up to 200 liters an hour

• Meets Clinical Laboratory Reagent Water (CLRW), (formally CLSI Type I) standard
• Bypass loop for continual supply of compliant water in emergency situations to the
analyzer
• Service support for maximum operational time
• Low consumable and running costs

Our ELGA team can work together with project managers, installation engineers, facilities
managers and clinical scientists to provide help and expertise at all stages from concept and
design through to the build and installation.

Voltas

Voltas is one of the world's premier engineering solutions providers and project specialists.
Founded in India in 1954, Voltas Limited offers engineering solutions for a wide spectrum of
industries in areas such as heating, ventilation and air conditioning, refrigeration, electro-
mechanical projects, textile machinery, mining and construction equipment, materials
handling equipment, water management & treatment, cold chain solutions, building
management systems, and indoor air quality.

Voltas is among India's leading air-conditioning, refrigeration and engineering services

companies. Set up in 1954, its core competencies lie in air conditioning and cooling
appliances and services. Voltas is India's largest supplier of engineering products and
services for the textile machinery sector and is a major manufacturer of forklift trucks. It
provides solutions in turnkey pumping projects for water, effluent and sewage treatment, and
water pollution control. The company has ISO 9001-2000 certification and has executed
projects in the Middle East, Southeast Asia

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Manufacturing
With manufacturing units at Thane, Dadra and Pantnagar, Voltas possesses total capability in
the manufacture of room/split air conditioners, industrial air conditioning and refrigeration
equipment, water coolers, commercial refrigerators, visicoolers and freezers, as well as fork-
lift trucks, cranes, warehousing and construction equipment. All these products bear the
stamp of state-of-the-art plant, machinery and processes, resulting in consistently high
quality and reduced costs.

Eureka Forbes

It dates back to 1982, when health ambassadors from Eureka Forbes, with a new concept of
living in a clean environment and drinking water in its purest form knocked on your door!
They called themselves friends for life and they proved that they indeed were.
Eureka Forbes is a part of the Shapoorji Pallonji Group and today it is a 12 billion INR, multi
product and multi channel corporation. Incepted in 1982, we have put 28 years of
consolidated efforts to become the undisputed leaders in domestic and industrial Water
Purification Systems, Vacuum Cleaners, Air Purifiers & Security Solutions. Being Asia’s
largest direct sales organization, our force of 7000 direct personnel touches 1.5 million
homes. We have one of the largest networks catering to more than 131 cities and 398 towns
across the country! We also have a 10,000 strong dealer sales network and over 58
distributors. Dedicated to the cause of providing healthier living, today, we have successfully
established ourselves as a business super-brand and our dedicated team works around the
clock to make your lives healthier and more secure! We strive to provide the best after sales
service and to achieve the same we have over 1500 service centers and as many as 4500
company trained technicians who visit over 20,000 Indian kitchens daily.

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 Capacity
Sr.No. Company Product Price (Rs)
in Lit/hr
1 Millipore Milli Q integral 10 300000-400000
Q-POD 6 300000-350000
Super Q 500 600000-700000
Simplicity 5 350000
Elix (Type III) 6 400000-500000
Direct Q (Type I & III) 8 400000

2 Elga PURELAB PRIMA 7 7 100000-150000

PURELAB PRIMA 15 15 130000-200000

PURELAB ULTRA
15 250000-300000
SCIENTIFIC

PURELAB FLEX 1 5 250000-350000

PURELAB CLASSIC (Type III) 3 200000-300000

3 Siemens CENTRA 200 500000-550000

Protegra CS (Type III) 7 300000-400000
MEDICA 7 350000-450000
4 Sartorius arium Pro 7 300000
arium EDI 15 450000
arium water tower 4 350000
arium 613L (Type III) 4 250000
5 Labconco Water Pro PS 120 400000-540000

1.6 Achievements

The Ion Exchange contribution to the water industry was once again recognized with the
prestigious 2009-10 Water Awards for the fourth consecutive year awarded by Water Digest
in association with UNESCO & PHD Chambers.

• Best Water Company

• Best Desalination Plant of the Year
• Distinguished Water Purifier – RO [Zero B]

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These Water Digest Water Awards were set up in 2006 in association with UNESCO to
honour distinguished work and achievements of business, organizations and individuals in
contributing to water conservation and sustainability and to highlight those who have worked
within communities to ensure the message of water use efficiency is primary in the minds of
people. Awards were presented in different categories to corporates, NGOs and NGOs to
recognize their excellent performance in specific areas. The awards also help in stimulating
public awareness and attention on critical water issues.

Wins Best Company of the Year in Water & Waste Water Treatment Segment
Ion Exchange emerged as winner of the Frost & Sullivan 2009 Environmental Excellence
Awards for the Best Company of the Year in the Indian Water & Waste Water Treatment
segment. The awards in the various categories were presented at their 1st Annual
Environment Industry Awards Night, on Tuesday, 15th December 2009 at Hotel
Intercontinental – The Lalit, Mumbai, which brought together a galaxy of eminent industry
experts and leaders across market segments.

Receiving the award, Mr. Rajesh Sharma, Vice Chairman & Managing Director, said” It is
our company’s continuous endeavor to use technology innovatively to offer solutions to
improve the quality of life and protect our earth’s most vital resources for a sustainable
future. This has led us to develop products and technologies to create a capability to provide
integrated, cost-effective solutions for all sectors - industrial, institutional, municipal, homes
and communities. It has led us to extend our capabilities to encompass water, air, waste and
renewable energy. We have pioneered solutions for recycle of industrial effluent and
domestic sewage, to conserve water and natural resources. Our Zero B purifiers provide safe
drinking water to all consumer segments at every price point and include innovative solutions
to treat water contaminated with fluoride, iron, arsenic and nitrates. We are grateful to our
customers, stakeholders and vendors for their continued support and to our employees for
their valuable contribution.”

The Frost & Sullivan Environment Excellence Awards recognise the exemplary
achievements, business winning strategies and innovative best practices of companies
operating in the highly dynamic and competitive environment industry. These recognitions
culminate in Frost & Sullivan Awards and are regarded as benchmarks for excellence in the
given industry segment.

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This award to Ion Exchange follows several other prestigious Water Awards by Water Digest
in association with UNESCO such as for Best Water Company, Best Domestic RO Purifier,
Best Water Treatment Chemicals and Best Water Conserver.

A Hat-Trick Thrice Over

The Ion Exchange contribution to the water industry was once again recognized with four
prestigious 2008-09 Water Awards for the third consecutive year.

• Best Water Company

• Best Water Conserver (Waste Water Management)
• Best Water Treatment (Water Treatment Chemicals)
• Lifetime Achievement Award

1.7 Address

Corporate Office
Ion House, Plot No.2, Sector 18 Vashi, Navi Mumbai 400 705, India
Phone: +91-22-3989 0909
Fax:+91-22-2788 8156/2788 9839
E-mail: iewl@ionexchange.co.in

Registered Office

Ion House, Dr. E. Moses Road Mumbai 400 011, India

Phone: +91-22-3989 0909
Fax:+91-22-2493 8737
E-mail: hocro@ionexchange.co.in

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 OBJECTIVES OF STUDY FOR HIGH PURITY WATER
PURIFICATION SYSTEM

• To defined the target segment

• To study the potential analysis of current market
• To study the competitor mapping- product, pricing & distribution network
• To study the consumer need analysis
• To give recommendation for product launch

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 SCOPE AND RATIONALE OF THE STUDY

 Contains an executive summary and data on value, volume and/or segmentation.

 Provides textual analysis of the industry’s recent position and future prospects.
 The leading companies are profiled with supporting key financial metrics.
 Supported by the key macroeconomic and demographic data affecting the market.
 Detailed information is included on market size, measured by volume.
 Data on competition provide an accessible yet in depth view of the market’s
competitive.
 Market share is calculated as per brands.
 Also features market breakdown by distribution channel.
 Spot future trends and developments.
 Save time carrying out entry-level research.

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 INTRODUCTION OF THE TOPIC

The topic concerned about “Market study & estimation for high purity water purification
system for laboratories”.

4.1 Market Study:

Market studies are done on ideas, campaigns, products, processes, and entire businesses.
Market studies assess something and consider both pros and cons.

Market study includes:

 Description of the Industry

 Current Market Analysis
 Competition
 Anticipated Future Market Potential
 Potential Buyers and Sources of Revenues
 Sales Projection

Analysis of current market:

This section of a market study describes the current market for your product or service. If
you are offering something so unique that there are few market statistics, you can either use
related industry information, or even conduct your own independent study.

Several ways to conduct your own research for new ideas include: polling Internet forums,
questionnaires addressed to targeted consumer groups or the general population, or even
customer surveys.

Any "proof" you have that there is a demand (or market) for your product or services will
help you sell your idea. This is particularly important if you are marketing something unique
or within a very small, specialized market. You need to show that your ideas are novel
because you have found a niche and not because there is no existing market for the idea.

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Anticipated future market:

This section should include a narrative description, as well as attached spreadsheets, graphs,
or tables to showing trends, statistics, or projections.

There are no sure-fire ways to tell if an industry will have measurable growth in the future,
but you can make logical and reasonable predictions based on trends, past growth, and
current markets.

Visit competitor’s website:

You can obtain a lot of information just from visiting company websites and looking over
product lines. Look for discontinued products or services and high-priced items. Somewhere
in between these two things are probably the most stable long-term items. Discontinued
means consumers are no longer demanding the product, while high-priced items may indicate
a fad.

Look at big companies strategy:

Since big companies spend big bucks on market research, take advantage of their money
spent and public information.

4.2 Market Estimation:

Estimating the market or market potential for a new product is critical in determining the
economic feasibility of a venture. Estimating the market potential will determine if the
market is large enough to support your businesses. This check-list will address a number of
questions that need to be answered before an estimate can be calculated.
 What type of customer will buy the product or service?
 Where are these customers located?
 How many potential customers (N) are there?
 How often do they consume or use it?
 What is the Competition?
 What are people paying?

20
  What is the Potential for the Market to Develop?
 What is my share of the Market?

Estimating the market potential:

Estimating the market potential for a product is critical in evaluating its viability and
provides
an estimate of the maximum total sales potential for a given market. Once the estimated
market potential has been calculated, it is possible to determine if the market is large enough
to sustain your new product or sustain an addition competitor in the marketplace. It is
important to remember that the estimated market potential sets an upper boundary on the
market size and can be expressed in either units and/or sales. Unless there are no direct or
indirect competitors, a business will capture a share of the total estimated market potential
not all of it.
Key Steps in Estimating Market Potential:
1. Define your target market and market segments.
2. Define the geographic boundaries of your market.
3. Derive an average selling price.
4. Determine the average annual consumption.
Estimating Market Potential:

Where,
MP = market potential
N = number of possible buyers
P = average selling price
Q = average annual consumption
Target Market:
One of the most important components of estimating the market potential for a new product
is to determine its target market. A target market can be thought of as the customers who are
most likely to buy from you and generally are described using demographic variables
(gender, age, education) as well as psychographic variables (lifestyle and belief system
variables). In many cases, a product may have more than one target market. It is important to
create a profile of your target market describing them with demographic variables. Once you

21
have created your demographic profile, you can determine how many people fit your profile
using various demographic data sources. It is important to note that creating a demographic
profile does may not provide specific enough information to accurately determine your
market potential as it may be too general.

Market Area:
The market area can be thought of as the geographic area where the business intends to
operate. Defining the market area is important because it defines the geographic area where
potential consumers live and/or work. However, not everyone in the defined market area will
be a customer. As a result, it is important to compare your target market profile, generally
described using demographics, to the population in the market area. There are a number of
ways to define a market area, some are easy and others are more difficult and require the
services of a marketing professional.
Market Size:
Once the market area and target market has been defined, it is possible to determine the
number of potential customers for your product. This will allow you to estimate the N
(number of potential customers) in the market potential equation. This total market potential
will typically have to be adjusted downward to account for non-users.
Consumption or Usage:
You need to determine how often your target market segment uses your product or service.
This figure will have a significant impact on the estimated market potential. For instance, is
the product purchased frequently, occasionally, or infrequently? Obviously the more
frequently the product is purchased, the larger the market potential. Durable goods, products
that can be used over a long period of time, are purchased less frequently than perishable
items. As a result, the annual consumption of apples is greater than the annual consumption
of television sets. There is an abundance of consumption information from the government as
well as industry trade associations.

Pricing:
A product’s pricing has a direct impact on the bottom line of your business and its success.
You do not want to price yourself out of the market but you do not want to leave money on
the table. However, it is important that you account for all of your costs associated with
providing your product to the consumers and set your price high enough to cover this price

22
and make a profit. Your product’s price must also be in line with competing products relative
to its value. Value is a ratio of a customers expected level of quality and the price they pay
for the product. If quality is low and price is high, it is a low value product. Therefore,
investigate what others are charging and what the customer gets at that price when setting
your price.

4.3 Calculating Price:

 Cost-plus pricing: Used mainly by manufacturers, assures that all costs (fixed and
variable) are covered and includes a desired level of profit.
 Demand pricing: Used by companies that sell their product through a variety of
sources at differing prices based on demand.
 Competitive pricing: Price according to your competitors. Used in competitive
markets with little product differentiation.
 Mark-up pricing: Adds a level of profit to the cost of the product being retailed. Also
good for products that are co-packed.

23
 INTRODUCTION TO THE PROJECT

The project, Market Study & Estimation for High Purity Water Purification System for
Laboratories” selected by researcher for the purpose of summer internship in Ion Exchange
(India) Ltd. Because of the fact that concern is a water treatment and solution company and
going to launch “Indion LAB Q” product for laboratories.
Water is perhaps the most utilized reagent in a laboratory and is often critical for an
experiment. As instruments have become more sensitive and applications increasingly
complex, the demand for high-purity water has also increased. A few years ago, parts per
million (ppm) was a very small level of contamination, but now people are looking for parts-
per-billion (ppb) or parts-per-trillion (ppt) levels of contamination for laboratory use.

There are several types of contaminants in water, such as particulates, organics, inorganics,
microorganisms and pyrogens. In the past, people were mainly concerned with ionic
contaminants and measured ionic conductivity or resistivity as a way to determine water
purity. Today people are more concerned with organic contaminants, particulates and
microorganisms, such as bacteria and gases that are dissolved in water.

There are eight commonly used methods to purify water: distillation, deionization, reverse
osmosis, activated carbon filtration, microporous filtration, ultrafiltration, ultraviolet
oxidation and electrodialysis. The American Society For Testing and Materials (ASTM) has
specified three types of water: I, II and III, as well as special-purpose water, depending on
their use. While Type I refers to water with minimal interference and maximum precision to
be used for most analytical applications, type III water refers to that used for general
washing. The special-purpose water refers to water that has been treated to remove specific
contaminants.

When selecting the right system for purifying laboratory water, several factors need to be
considered.The most important one is to fit the product to the application. You have to
differentiate between the need for pure and ultrapure water. In most cases, the pure water

24
generated from tap water can be used for most applications, while ultrapure water generated
from a point of- use system can be used for applications that have more specific and stringent
purification needs. The first-step purification or the system that is used to convert tap water
into pure water has to be very good and efficient. If you have that first step right, then
converting that pure water into ultrapure water is going to be very easy and consistent.

When considering a water purification system, both the quality and the quantity of water
have to be taken into account. You have to take into account instantaneous as well as daily
water volume requirements. For labs that have variable demands on quality and quantity,
flexibility and modularity become very important. The key then is to invest in a flexible
system that will meet your needs today and can grow with the lab and change with the
applications.

After choosing the right system, performing regular, preventative maintenance is equally
important. The newer versions have built-in alarms and calibrators that warn customers if
certain components are coming to the end of their life cycles. Sample the water routinely to
make sure that it doesnt contain the impurities that will interfere with your analysis. The level
of monitoring can be done daily, weekly or monthly, depending on the stringency of the
application and the laboratory environment. Whatever system you buy, make sure its
dynamic, so that the water can recirculate regularly. Water needs to be kept moving, as still
water ends up building biofilms quicker. So look for a system that is easy to sanitize. If
properly maintained and used, most water purification systems can last up to two decades.

Finally, ensure that the pure water obtained is being used in the right way. I know of
customers who will invest a large amount of money buying an ultrapure water purification
system and then dispense that water into a plastic container before they use it. Its an
unfortunate truth, but for most people, water is just a utility. Its the most pure reagent that is
available at a relatively low cost, and so it often doesn't get the respect it deserves."

Water is an exceptionally aggressive solvent that attacks most of the substances it contacts.
More substances dissolve in water than any other solvent. Most of the known elements can
be found dissolved in water, some in high concentrations and others only in trace amounts.
As water moves through the natural hydrologic cycle, it dissolves substances it contacts.
Contaminants include atmospheric gases (oxygen, nitrogen, and carbon dioxide), dissolved
minerals and organic substances, and suspended colloidal matter. Water also provides an

25
ideal environment for the growth of bacteria and other microorganisms if the necessary
nutrients and conditions for growth exist. Depending on the type and concentration of
contaminants, most natural waters are not suitable for potable use much less for most
research and industrial applications. Most all municipalities and other purveyors of potable
water provide some level of water treatment to make the water suitable for consumption.
Most high-purity water systems use potable water as a feed water source and provide
additional treatment to remove residual contaminants to meet the water quality specifications
for the given application. Reagent grade water specifications have been established by such
organizations as the College of American Pathologists (CAP), National Committee for
Clinical Laboratory Standards (NCCLS), and the American Society for Testing and Materials
(ASTM).
The American Society for Testing and Materials (ASTM)

The ASTM establishes specifications for Types I, II, III, and IV reagent grade water. In
addition, the water quality is further classified as Type A, Type B, or Type C depending on
the applicable bacteriological and endotoxin quality. Type I water is the highest quality and
is generally used for the most critical applications – trace element analysis, HPLC, reagent
preparation, etc. The ASTM further specifies that Type I water is produced by mixed-bed
deionization with suitable pre treatment (distillation or other equal process that can produce
water with a maximum conductivity of 20 uS/cm) and post filtration with 0.2 micron
membrane filters. Type I water quality cannot be maintained in storage and must be produced
on demand at the point of- use. Resistivity can only be measured using inline resistivity
monitoring equipment. Type II reagent grade water is produced by distillation with suitable
pre treatment (reverse osmosis or deionization) and, depending on the design of the storage
tank, is generally sterile and endotoxin-free. This grade of water is suitable for preparing
culture media, microbiology, bacteriology, etc. Care must be taken in the design of the
storage tank and the distribution system to prevent bacterial contamination. Type III reagent
grade water is produced by distillation, deionization, reverse osmosis, electrodeionization, or
a combination of these technologies, followed by post-filtration with a 0.45 micron
membrane filter. This grade of water is generally suitable for preparing various reagents,
qualitative analysis, etc. Design of storage tanks and distribution systems is critical to prevent
contamination. Type IV reagent grade water is produced by any of the primary treatment
methods (distillation, deionization, electrodialysis, or reverse osmosis) or a combination of

26
these methods. This water quality is generally used for glassware washing, cooling
applications, etc.

AMERICAN SOCEITY FOR TESTING & MATERIALS (ASTM)

Reagent Grade Water Specifications

Parameter Type I Type II Type III

Resistivity, min. 18.0 1.0 4.0
(megohm)
pH, units (25oC) NA NA NA
TOC, max. 50 50 200
(ug/l)
Sodium, max. 1 5 10
(ug/l)
Chloride, max. 1 5 10
(ug/l)
Total Silica, 3 3 500
max. (ug/l)

It is important to establish the appropriate water quality specifications for the given
application. If specific regulatory or industry standards do not exist, the user is responsible
for establishing the applicable water quality specifications. It is generally impractical to
design individual water systems to provide specific water quality for each application in a
large facility. If the most critical application requires the bulk of the water usage, it is
common to design a system to meet the requirements of the most critical application and
supply this quality of water to all applications. However, if the critical application requires
minimal water usage in comparison to other less critical applications, providing point-of-use
polishing systems to meet the needs of the most critical applications may be the most
practical option. Economic considerations generally dictate the design of the water system.
The design of the water system may be influenced by the applicable water quality
specifications. For example, ASTM and USP specify the method of production for the
various types of water quality. ASTM, Type I reagent grade water must be produced by
distillation or an equivalent process (RO or deionization) which can produce water with a

27
maximum conductivity of 20 uS/cm (minimum of 50,000 ohm-cm resistivity). This must be
followed by a mixed-bed deionization system capable of providing water with 0.055 uS/cm
conductivity (18 megohm-cm resistivity). Further, the deionized water must be post-filtered
with a 0.2 micron membrane filter. A sterile 0.2 micron, absolute rated membrane filter
cartridge can produce bacteria-free water. A water system designed to provide ASTM, Type I
reagent grade water for a small laboratory consists of a number of integrated components. A
pre-filter cartridge (0.2 to 0.5 micron pore size rating) provides for removal of particulate
matter. A granular activated carbon filter removes chlorine and organics. A primary mixed
bed deionizer provides TDS removal to a maximum of 20 uS/cm conductivity, and a
polishing mixed-bed deionizer provides 0.055 uS/cm conductivity final water quality. In
addition, the system may include an in-line conductivity sensor and monitor, water
dispensing faucet with a 0.2 micron postfilter capsule, and a recirculation pump. Optional
components could include a 185 nm ultraviolet system installed before the polishing
deionizer to provide for trace organics removal (TOC less than 10 PPB), an ultrafilter
membrane for endotoxin removal, and a 254 nm ultraviolet unit for bacteria control. For
greatly improved water quality and economy of operation (especially for higher capacity
systems), a reverse osmosis system and a water storage tank with a booster pump station can
be used in lieu of the primary deionizer unit. Reverse osmosis is a membrane separation
process that filters the water through a membrane with pore sizes less than 0.001 micron and
can provide greater than 98 percent rejection of TDS. The throughput of polishing mixed-bed
deionizers can be increased by as much as 6 to 8 times by using reverse osmosis for primary
water treatment. For many small laboratory systems the capital cost payback can be as short
as a few months. Large central systems designed to provide ASTM, Type I reagent grade
water generally include a reverse osmosis system for primary treatment, storage tank with
water distribution pump station, polishing mixed-bed deionization, 0.2 micron post-filter, and
a recirculated piping system. An optional 254 nm ultraviolet system may be installed after
the post-filter for control of bacteriological quality. Applicable pretreatment for reverse
osmosis systems depends on the feed water quality and may include a turbidity filter, carbon
filter for chlorine removal, softening system for hardness removal, and a 5 micron disposable
cartridge prefilter. Pretreatment is critical to optimize the performance and the life of the
reverse osmosis membranes. One of the most difficult problems in the design of large central
water systems providing ASTM, Type I water quality is maintaining Type I water quality at
every point-of-use location in a complex water distribution system. The design of the water

28
distribution system is critical to maintaining water quality. Low velocity or stagnant areas in
the piping system, leaching of contaminants from the piping materials, bacteriological
activity, and intrusion of carbon dioxide in the water can rapidly degrade water quality. An
alternative is to design a central water system to provide ASTM, Type III water quality or
NCCLS, Type II water quality and install polishing mixed-bed deionization systems at
critical points-of-use where Type I water quality is required. ASTM, Type III and Type IV
reagent grade water must be produced by distillation, mixed-bed deionization, or
electrodeionization (EDI) to meet the sodium and chloride specifications. A typical system
may consist of reverse osmosis for primary treatment (with applicable pretreatment
equipment) followed by mixed-bed deionization or EDI, water storage tank, booster pump
station, and a recirculated piping system. To consistently meet the resistivity specification for
ASTM, Type III water, polishing deionization may be required after the storage tank.
Alternatively, a nitrogen blanketing system on the storage tank to prevent the absorption of
carbon dioxide may be required to prevent degradation of the resistivity of the stored water.
Applications with minimal water usage requirements are often served with exchangeable
mixed-bed deionizers, even though the water quality may be better than needed. Other
integrated system design options can be used, but a thorough knowledge of the feed water
quality, water quality objectives, and water system process design is needed to provide a
suitable system.
The Indian water market is a far cry from the structured, organised western country-water
markets. At present, most water utilities are owned and managed by the government / public
sector organisations. The water re-use segment, too, is quite small. Re-use is limited to
wastewater markets, which in turn are not large enough to be studied independently. Hence,
this report studies the Indian water market with two broad segments, namely, Industrial and
Municipal segments, with wastewater as a sub-segment in both. The study will also attempt
to cover the Building Sector, covering drinking and other water requirements in cities such as
in hotels, hospitals, building complexes, shopping malls and so on. The segment not covered
would be only the Residential segment of point-of-use water purifiers (Aquaguard / Zero-B
type), rural water and agricultural water.

29
 RESEARCH METHODOLOGY

6.1 Research Design

Exploratory Research

Exploratory research deals with search for the secondary data or survey of
expert or consultant or experience survey Idea is to clarify concepts and subsequently make
more extensive research on them to find out the new business opportunities.

Descriptive Research

In a descriptive research the focus is on the study of consumer behavior while

purchasing a “High purity water purification system” majority of product preferences
by consumers, the preferable size, purifying capacity by consumers, to find out
demand of high purity water purification system in market, highest selling brand in
market, expectation of the consumer.

6.2 Methodology of data collection

In order to achieve the objectives of the project, following method of data collection has been
adopted.

The required data for the study is collected through the following sources.

1. Primary data.
2. Secondary data.
1. Primary Data:
Primary data is collected through Questionnaires:

Questionnaires for laboratories

Questionnaires for Corporates, Educational Institutes & Hospitals for water

dispenser.

30
 2. Secondary Data:

The secondary data is collected through the internet websites like www.labwater.com,
www.siemenswater.com, www.justdial.com.

6.3 Sample Design

Population

The population for the study is all types of laboratories that use type III water. Population
size is 90 laboratories and for water dispenser, 80 for corporate, 30 for educational institutes
& 35 for hospitals.

Sample size

For the above study samples of respondents were selected by using simple random sampling
technique of sampling after finalizing the sample size the structured questionnaire was
prepared & the required data were collected from the respondents.

Sample size is the 24 laboratories.

Sampling method

For collecting the information related to high purity water purification system and water
dispenser from laboratories, corporate, educational institutes and hospitals. Samples are
selected by the area sampling method. The samples are selected from the various areas of the
cities.

Method of data collection

The data collection method was primary only and the area was the Mumbai city.

Testing of questionnaire or pilot survey

The questionnaires are prepared for the research and tested by the Project guide.

Field work

31
The survey was conducted in the Mumbai region. For collecting the primary data, visited the
various laboratories, corporate, educational institutes & hospitals in the Mumbai region.

For market study & estimation for high purity water purification system, the information is
collected about type of water required by various laboratories, currently which system they
use, what is the price and purifying capacity of it and information about the potential
customer who will buy the system in future etc. & analysis about the current situation in the
market.

6.4 Data analysis techniques

The term analysis refers to the computation of certain measures along with searching from
patterns of relationship that exit among the different groups. The data after collection has to
be processed and analyzed in accordance with the guideline laid down for the purpose at the
time of developing research plan.

The techniques that were used for analysis of data were as per as follows

1) Tabulation of data

2) Pie charts

32
 DATA ANALYSIS & INTERPRETATIONS

Analysis made for the type of water required

No. of
Type of water Percentage
Respondents
Distill Water 66 73.33%
Type 3 19 21.11%
Type 1 5 5.55%
Total 90 100%

Interpretation:

Above chart shows that out of 90 respondents 73% uses distill water, 21% use Type III water
and only 6% use Type I water.

33
Analysis made for ASTM type of water required

ASTM Type No. Of Respondents Percentage

Type 1 5 20.83%
Type 3 19 79.16%
Total 24 100%

The above chart shows that 79% of laboratory uses ASTM Type 3 water and 21% of
laboratory uses Type 1 water.
Interpretation:
The majority of laboratories use Type 3 water. It may because most of the laboratories are
pathological and biotechnological so they required Type 3 water for the purpose of rinsing
the glassware and other media culture.

34
Analysis made for water required per day

Water Required No. Of Percentage

( Lit/day) Respondent
s
5-10 litres 43 47.77%
10-15 litres 19 21.11%
15-20 litres 14 15.55%
20-25 litres 3 3.33%
25 litres & above 11 12.22%
Total 90 100

The above chart shows that 48% of laboratories required 5-10 litres of water per day. And
21% of laboratories required 10-15 litres per day. 12% of laboratories required 25 litres &
above 25 litres of water. And only 3% of laboratories required 20-25 litres of water per day.
Interpretation:

Most of the laboratories required 5-10 litres of water per day. Because the water mainly used
for rinsing and washing purpose so the quantity is small.

35
Analysis made for the market share of current products

Product Name No. of Percentages

Respondents
Millipore 12 50%
Elga 7 29.16%
Siemens 1 4.16%
Sartorius 1 4.16%
Labconco 1 4.16%
Abbott 1 4.16%
Ankita 1 4.16%
Total 24 100

Above graph shows that 50% of market share is of Millipore system. After that Elga has 30%
of market share. And other system i.e. Siemens, Sartorius, Labconco, Abbott & Ankita each
has 4% of market share.

Interpretation:

Millipore is the market leader because it has 50% of market share. Elga is the second one as
it comprises 30% of market share. And each of Siemens, Sartorius, Labconco, Abbott &
Ankita each one comprises same market share i.e.4%

36
Analysis made for number of units of high purity water purification system

No. of units of No. of Percentage

system respondents
Less than 2 23 95.83%
2 to 5 1 4.16%
More than 5 0 0%
Total 24 100%

Above graph shows that 96% of laboratories have only one high purity water purification
system. And only 4% of laboratories have 2 systems.

Interpretation:

Due to limited use of Type 3 water in most of the laboratories, there are only one system is
installed. Only 4% of laboratories have 2 units of system. And nowhere there were more than
5 units.

37
Analysis made for Customer awareness about other systems

Awareness about the No. Of Percentage

products Respondents
Millipore 33 36.66%
Elga 21 23.33%
Siemens 13 14.44%
Aries 14 15.55%
Sartorius 1 1.11%
Unaware 33 36.66%
Total 90 100%

Above graph shows that 29% respondents are aware about Millipore system and 29% of
respondents are unaware about any systems. 18% of respondents are aware about Elga
system. Aries & Siemens have 12% & 11%. Only 1% of respondents aware about Sartorius
system.

Interpretation:

Millipore is the market leader, so most of the respondents aware about Millipore and others
i.e.29% are unaware about any system. And others are aware about elga and Siemens system.

38
Analysis made for the price of the existing products

Price Range No. Of Percentage

Respondents
Less than 2 1 4.16%
lacks
2-3 lacks 13 54.16%
3-4 lacks 9 37.50%
More than 4 1 4.16%
lacks
Total 24 100

Above chart shows that 54% of the” high purity water purification system” have price range
between 2-3 lacks. And 38% of systems have price range in between 3-4 lacks. Only 4% of
products have the price more than 4 lacks and less than 2 lacks.

Interpretation:

More than 50% of high purity water purification system price between 2-3 lacks and some of
them between 3-4 lacks and very few have price of less than 2 lacks and more than 4 lacks.

39
Analysis made for the customer satisfaction with current system

Customer No. of Percentage

satisfaction Respondents
Yes 21 87.50%
No 3 12.50%
Total 24 100%

Above chart shows that 87% of customers are satisfied with their current high purity water
purification system. And 13% of customers are unsatisfied with their current product.

Interpretation:

Most of the customers are satisfied with their current high purity water purification system.
And only few are unsatisfied with after sale service and product quality.

40
Analysis made for the purpose of use of high purity water purification
system

Purpose of use No. Of Percentage

Respondents
Different Pathological 37 41.11
tests
Rinsing the glassware 39 43.33
Cell culture 3 3.33
Biochemistry & 2 2.22
immunology
Analytical test 4 4.44
Titration 4 4.44
Total 90 100

41
Above chart shows that 44% of laboratories use the high purity water for rinsing the
glassware & 42% of laboratories use for different pathological tests and for & 5%
laboratories required for analytical tests. 4% for titration, 3% for cell culture and 2% for
biochemistry.

Interpretation:

The major purpose of use of high purity water is for rinsing the glassware and for different
pathological tests.

Analysis made for consumer buying behaviour on the basis of influencing

factors

Influencing No. Of Percentage

factor Respondents
Price 9 37.50%
Quality 13 54.16%
Capacity 6 25%
Features 2 8.33%
Total 24 100%

42
Above chart shows that 43% of customers are looking for quality while purchasing high
purity water purification system. And 30% are looking for price, 20% for capacity and only
7% for features of system.

Interpretation:

Most of the customers are looking quality of the product, because they want the system
which fulfils their requirements with more efficiently.

Analysis made for potential analysis of market

Feedback No. Of Percentage

Respondents
Yes 2 2.22%
No 88 97.77%
Total 90 100%

Above chart shows that there are only 2% customers who are looking for new high purity
water purification system.

Interpretation:

From this we know that very small numbers have the requirements of high purity water
purification system.

43
Analysis made for customer buying behaviour on the basis of purchasing
mode

Mode of No. Of Percentage

purchase Respondents
Through Dealer 15 62.50%
Company 9 37.50%
Total 24 100%

44
Above chart shows that 62% of customers buy their high purity water purification system
through dealer and 38% of customer buy it direct from company.

Interpretation:

Majority of customers buy the system through specific dealers because it is convenient them
as they are nearby them and delivery and installation is quick. Others buy it directly from
company due to the decision of their board.

RESULTS & FINDINGS

 During study data obtained was that out of 90 respondents about 21% of laboratories
required ASTM type III water for their use and 79% of the laboratories use distilled
water instead of type III water.
 About 48% of laboratories required 5-10 litres of water per day because they require
it only for rinsing the glassware and tests.
 According to the number of customer for high purity water purification system,
Millipore has highest market share i.e.50%.
 According to survey 96% laboratories have only one unit of high purity water
purification system.
 29% respondents are aware about Millipore, 18% about Elga, 12% about Aries, 11%
about Siemens and 29% are not aware about any system.
 The price of most of the systems respondent have has ranges from 2-3 lacs.
 According to survey 87% respondents are satisfied with existing products about
quality, after sales service etc.
 43% respondents look for quality while purchasing the high purity water purification
system.

45
  There are only 2% of the potential customers for high purity water purification
system and they also not yet decided when to install high purity system.
 62% of customers buy the system through dealer and other directly from company.

CONCLUSION
It is observed that there are only limited users of high purity water purification system for
laboratories. Most of the consumers are of Research institutes, Multispecialty hospitals. So
the target customers are within the reach and there is lot of scope of direct marketing by
giving presentation of LAB Q to different institutes & hospitals.

Only 21% laboratory requires type III water for their use and other orders distilled water
because they cannot afford the price of the high purity water purification system.

Those who have the high purity water purification system at their laboratories are mostly of
Millipore. Millipore is the market leader for high purity water purification system and most
of the respondents are aware only of the Millipore system.

There is need to arrange the seminars in five star hotel where all the target customer would
be invited for providing detail information about LAB Q.

Promotion could be done in lab manuals and journals which are referred by lab manager &
principal scientists.

46
There is need to teach the statistics of product to customers that how it cover the break even
in 4-5 years.

SUGGESTIONS & RECOMMENDATIONS

 Arrange the seminar in five star hotel where in all the target customers would be
invited, provide the detail information about product and how these products are
different in terms of technological aspects.
 For group of customers which are using distilled water, who can not afford heavy
amount products, manufacture a kind of product which they can afford.
 The promotion of the product could be performed at the Biotech conference and
Pathologist meetings.
 Public Relation Strategy:- Should have to capture attention by educating pundits,
opinion leaders & editors because these are the people who will be carrying our flag
 The Promotion of Lab Q could be done in the Lab manuals of the Research Institutes
which are referred by Lab Managers and Principal Scientists.

47
48
 REPORT ON WATER DISPENSER

OBJECTIVES OF STUDY

 To study the potential analysis of current market

 To study the competitors mapping- product, pricing & distribution network

 Mapping of manufactures of water dispenser

 Screening of channel partners to penetrate the market

 To give the recommendations for product launch

49
INTRODUCTION OF THE TOPIC
50
Market estimation

Estimating the market or market potential for a new product is critical in determining the
economic feasibility of a venture. Estimating the market potential will determine if the
market is large enough to support your businesses. This check-list will address a number of
questions that need to be answered before an estimate can be calculated.
 What type of customer will buy the product or service?
 Where are these customers located?
 How many potential customers (N) are there?
 How often do they consume or use it?
 What is the Competition?
 What are people paying?
 What is the Potential for the Market to Develop?
 What is my share of the Market?

Estimating the market potential:

Estimating the market potential for a product is critical in evaluating its viability and
provides
an estimate of the maximum total sales potential for a given market. Once the estimated
market potential has been calculated, it is possible to determine if the market is large enough
to sustain your new product or sustain an addition competitor in the marketplace. It is
important to remember that the estimated market potential sets an upper boundary on the
market size and can be expressed in either units and/or sales. Unless there are no direct or
indirect competitors, a business will capture a share of the total estimated market potential
not all of it.
Key Steps in Estimating Market Potential:
1. Define your target market and market segments.
2. Define the geographic boundaries of your market.
3. Derive an average selling price.
4. Determine the average annual consumption.

51
 Estimating Market Potential:

 Where,
 MP = market potential
 N = number of possible buyers
 P = average selling price
 Q = average annual consumption

52
 INTRODUCTION TO THE PROJECT

Water dispensers are now commonplace in many commercial and institutional buildings.
Office kitchens commonly have a dispenser of boiling water for tea and coffee making, and
may also have a dispenser or ‘bubbler’ to provide chilled drinking water. Water dispensers
may draw on the mains water supply or use bottled water. Newer models are tending to
combine supply of both boiling and chilled water, often located discretely under kitchen
benches feeding dedicated taps by the sink. These types of water dispensers are also being
sold for use in households. By this time, the contribution of combined boiling and chilled
water dispensers will have risen substantially in proportional terms. Most water dispensers
spend considerable time in maintenance mode, keeping the water at the desired temperature.
Many units do not automatically switching off overnight nor provide a hard switch for user
intervention. The use of better insulation levels, and time clocks or similar automated
controls, can reduce the energy consumed by 15 – 25% economically. However, there is no
apparent trend toward such technology or seemingly little market interest in or knowledge of
these potential technical improvements. Both chilled and hot water dispensers are used in
commercial and domestic applications. Offices, hospitals, schools and other institutional
buildings often provide chilled water for staff and visiting members of the public, and many
staff kitchens now have boiling water units. Under-bench dispensers are becoming more
popular in domestic kitchens, although they are still not common. There are three types of
water dispensers:
1. Bottled water dispenser
2. Point Of Use dispenser (POU)
3. Pressurized water dispenser
Both bottled water and point-of-use dispensers are freestanding appliances that dispense cold
and sometimes hot water. The key distinction between “bottled” and POU relates to how
water is provided to the dispensers. The bottled water dispenser requires manual replacement
of water containers as the water source, while the POU device uses line pressure activated by
a float valve to maintain water level. The latest modification is the addition of a small
refrigerator compartment in the base of the dispenser. The water dispenser market has been
undergoing a modest change, with manufacturers concentrating on reduced first-cost by
using more plastic components and moving manufacturing to other countries. This low first-

53
cost has enabled manufacturers to expand their market by selling to the consumer through
retail outlets in addition to the traditional lease arrangement from bottled water distributors.

DATA ANALYSIS & INTERPRETATIONS

A) Analysis for Corporate

Analysis made on the basis of water required per day for drinking

Water required/day No. of Percentage

in litres Respondents
1-100 33 41.25%
101-200 26 32.50%
201-300 7 8.75%
301-400 4 5.00%
401-500 2 2.50%
500 and above 8 10.00%
Total 80 100%

Above chart shows that 41% of corporate offices required 1-100 litres of water, then after
other i.e.32% requires 101-200 litres. And other 10% requires 500 litres & above and 201-
300 litres. And only 3-4% requires 300-500 litres of water.

Interpretation:-

54
Majority of corporate requires 1-100 litres of water and other requires 101-200 litres.

Analysis made on the basis of number of water dispenser organization has

No. of water No.of Percentage

dispenser Respondents
1 47 58.75%
2 17 21.25%
3 4 5.00%
4 5 6.25%
5 & more 7 8.75%
Total 80 100%

Above chart shows that most of the corporate offices i.e. 59%have only one water dispenser
and others 21% having 2 water dispensers. Remaining has i.e. 5-6% have 3-4 water
dispensers.

Interpretation:

Majority of the corporate offices have only 1-2 water dispensers. So it’s have a limited
demand.

Analysis made on the basis of cold & normal outlet of dispenser

55
 Type of No. of Percentages
outlet Respondents
Both 71 88.75
Only cold 9 11.25%
Total 80 100%

Above chart shows that 89% of customer having the dispenser of both cold and normal outlet
and only 11% respondents have only cold outlet to their dispenser.

Interpretation:

The majority of the customers have both cold and normal type of outlet for their water
dispenser.

Analysis made on the basis of market share of dispenser with respect to

number of existing users

56
 Brand name No. Of Percentages
respondents
Voltas 16 20%
Eureka 15 18.75
Forbes
Totaline 9 11.25%
(Carrier)
Aqua D 7 8.75%
Blue star 7 8.75%
Aquafina 5 6.25%
Bisleri 3 3.75%
Philips 3 3.75%
Others 15 18.75%
Total 80 100%

Above chart shows that 20% of respondent use Voltas dispenser and 18% use Eureka Forbes
water dispenser for their offices. 11% respondents use “Totaline” which is carrier product ,
4% respondent use Philips & Bisleri water dispenser. And 9% use Blue star & Aqua D
dispenser. And 19% use other local water dispenser.

Analysis made for potential analysis of market

57
 Feedback No. Of Percentages
respondents
Yes 4 5.00%
No 76 95.00%
Total 80 100%

Above chart shows that there are only 5% of customers who are looking for installation of
digitalised & self sanitized water dispenser for their offices.

Interpretation:

There are only 5% of potential customers for digitalised and self sanitized water dispenser.

Analysis made for customer buying behaviour on the basis of purchasing

mode

58
 Mode of No. Of Percentages
purchase Respondents
Through dealer 65 81.25%
Company 15 18.75%
Total 80 100%

Above chart shows that 81% customer buy the dispenser from dealer and 19% buy directly
through company due to companies’ policy.

Interpretation:

Most of the corporate offices order the dispenser i.e. 81% through dealer and remaining buy
it directly from company due to committee decision.

Analysis made on the basis of type of dispenser

59
 Type of No. of Percentages
dispenser Respondents
Only 78 97.50%
dispenser
Inbuilt 2 2.50%
purifier
Total 80 100%

Above chart shows that 97% of respondents have only the normal water dispenser & only 3%
have the dispenser with inbuilt purifier.

Interpretation:

Most of the offices i.e.97% use only normal dispenser and only 2% have the dispenser with
inbuilt purifier.

60
Analysis made on the basis of indicative price from the respondents

Price Range (in Rs.) No. of Percentages

Respondent
s
10000-15000 13 16.25%
15000-20000 26 32.50%
20000-25000 20 25.00%
25000-30000 15 18.75%
30000 & above 6 7.50%
Total 80 100%

Above chart shows that the indicative price from 32% of customer for water dispenser is
within the range of Rs.15000 to 20000. And from 25% of customers’ point of view it will be
Rs.20000-25000. 19% says it may have 25000-30000. 16% says it may have 10000-15000 &
indicative price from only 8% customer is Rs.30000 and above.

Interpretation:

Indicative price from majority of respondents within the range of Rs.15000-20000 and from
25% it is Rs.20000-25000. Very few respondents gave it more than Rs.30000.

61
 B) Analysis for Educational Institutes

Analysis made on the basis of water required per day for drinking

Water required/day No. of Percentage

in litres Respondents
1000-5000 13 16.25%
5000-10000 10 12.50%
10000-15000 6 7.50%
Total 80 100%

Above chart shows that 45% educational institute required 1000-5000 litres of drinking water
per day.34% institute required 5000-10000 litres of water for drinking. And 21% required
10000-15000 litres of water.

Interpretation:

Most of the educational institutes i.e.45% required 1000-5000 litres of drinking water per
day. 34% required 5000-10000 litres of drinking water. And only 21% required 10000-15000
litres of drinking water per day.

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Analysis made on the basis of number of water dispenser institutes have

Number of water No. of Percentages

dispenser Respondents
Less than 5 8 26.66%
5-10 17 56.66%
More than 10 5 16.66%
Total 30 100%

Above chart shows that 56% of respondents have 5-10 numbers of water dispenser. 27%
institutes have less than 5 numbers of water dispenser and only 17% have more than 10 water
dispenser.

Interpretation:

56% of institutes have 5-10 numbers of water dispensers. 27% have less than 5 number of
water dispensers and only 17% have more than 10 water dispensers.

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Analysis made on the basis of cold & normal outlet of dispenser

Type of No. of Percentages

outlet Respondents
Both 23 76.66%
Only cold 7 23.33%
Total 30 100%

Above chart shows that 77% of the respondents have the dispenser with both cold & normal
outlet. And 23% have dispenser with only cold outlet.

Interpretation:

77% educational institutes have dispenser with both cold & normal outlet. And 23% have
only cold outlet.

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 Analysis made on the basis of market share of dispenser with respect to
number of existing users

Brand Name No. of Percentages

Respondent
s
Blue star 10 33.33%
Voltas 8 26.66%
Eureka Forbes 8 26.66%
Philips 4 13.33%
Total 30 100%

Above chart shows that most of the institutes i.e.33% use blue star water dispenser and 27%
both the Eureka Forbes & Voltas dispenser. And other 13% use Philips water dispenser.

Interpretation:

33% institutes use blue star water dispenser, 27% use both Eureka Forbes & Voltas dispenser
and remaining 13% use Philips water dispenser.

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Analysis made for potential analysis of market

Feedback No. of Percentages

respondents
Yes 2 6.66%
No 28 93.33%
Total 30 100%

Above chart shows that there are only 7% of potential customer and 93% don’t need the new
dispenser.

Interpretation:

There are very few potential customers for water dispenser i.e. only 7% and 93% don’t

need of it.

Analysis made for customer buying behaviour on the basis of purchasing

mode

66
 Mode of No. of Percentages
purchase respondents
Through dealer 25 83.33%
Company 5 16.66%
Total 30 100%

Above chart shows that most of the respondents buy the water dispenser through dealer and
few from company.

Interpretations:

83% of respondents buy the water dispenser through dealer and only 17% respondents buy it
directly from company.

Analysis made on the basis of type of dispenser

67
 Type of No. of Percentages
dispenser respondents
Only 27 90.00%
dispenser
Inbuilt 3 10.00%
purifier
Total 30 100%

Above chart shows that 90% of respondents have only dispenser and only 10% of
respondents have dispenser with inbuilt purifier.

Interpretation:

Majority of the institutes have only normal dispenser and only 10% have dispenser with
inbuilt purifier.

Analysis made on the basis of indicative price from the respondents

68
 Price range (in Rs.) No. of Percentages
respondents
15000-20000 6 20%
20000-25000 12 40%
25000-30000 10 33.33%
30000 & above 2 6.66%
Total 30 100%

Above chart shows that the indicative price from the 40% of respondents within the range of
Rs.20000-25000 and from 33% of respondents within the Rs.25000-30000 and from 20% the
indicative price within the range of Rs.15000-20000 and only from 7% it within the
Rs.30000 and above.

Interpretation:

Indicative price from majority of respondents i.e.40% is within the range of Rs.20000-25000
and from 33% & 20% it within the range of Rs.25000-30000 & Rs.15000-20000 respectively
and from only 7% it within the Rs.30000 and above.

C) Analysis for Hospitals

Analysis made on the basis of water required per day for drinking

69
 Water required/day No. of Percentage
in litres Respondents
Less than 100 13 37.14%
100-500 14 40.00%
500-1000 2 5.71%
1000-1500 6 17.14%
Total 35 100%

Interpretation:

Most of the hospitals i.e. 40% of hospitals required 100-500 litres of drinking water per day.
37% required less than 100 litres of water. 17% required 1000-1500 litres of water and only
6% of hospitals required 500-1000 litres of water.

Analysis made on the basis of number of water dispenser hospitals have

70
 Number of water No. of Percentages
dispenser Respondents
Less than 5 23 65.71%
5-10 no. 5 14.28%
10-15 no. 5 14.28%
More than 15 2 5.71%
Total 35 100%

Interpretations:

66% of hospitals have less than 5 numbers of water dispensers and 14% of hospitals have 5-
10 numbers & 10-15 numbers of water dispensers. Only 6% of respondents have more than
15 number of water dispensers.

Analysis made on the basis of cold & normal outlet of dispenser

71
 Type of No. of Percentages
outlet respondents
Both 27 77.14%
Only cold 8 22.85%
Total 35 100%

Interpretation:

77% of respondents have water dispenser with both cold & normal outlet and 23% have only
cold outlet.

Analysis made on the basis of market share of dispenser with respect to

number of existing users

72
 Brand name No. of Percentages
Respondents
Voltas 5 14.28%
Eureka 9 25.71%
Forbes
Blue Star 9 25.71%
Philips 4 11.42%
Aqua D 7 20.00%
Totaline 1 2.85%
(carrier)
Total 35 100%

Interpretation:

26% of hospitals use blue star & Eureka Forbes water dispenser and 20% use Aqua D , 14%
use Voltas and only 3% hospital use Totaline water dispenser.

Analysis made for potential analysis of market

73
 Feedback No. of Percentages
respondents
Yes 3 5.71%
No 32 91.42%
Total 35 100%

Interpretation:

There are very few i.e. only 9% of potential customers for water dispenser.

Analysis made for customer buying behaviour on the basis of purchasing

mode

74
 Mode of No. of Percentages
purchase respondents
Through 29 82.85%
dealer
Company 6 17.14%
Total 35 100%

Interpretation:

Majority of the respondent’s i.e.83% buy the dispenser through dealer and 17% buy directly
from the company.

Analysis made on the basis of type of dispenser

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 Type of No. of Percentages
dispenser respondents
Only 30 85.71%
dispenser
Inbuilt 5 14.28%
purifier
Total 35 100%

Interpretation:

86% of respondents have only normal water dispenser and 14% have water dispenser with
inbuilt purifier.

Analysis made on the basis of indicative price from the respondents

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 Price range (in Rs.) No. of Percentages
respondents
15000-20000 11 31.42%
20000-25000 13 37.14%
25000-30000 11 31.42%
Total 35 100%

Interpretation:

From the 37% of respondents the indicative price for the digitalised & self sanitized water
dispenser is Rs.20000-25000 and from 32% of respondents it is Rs.15000-20000 and from
31% it Rs. 25000-30000.

RESULTS & FINDINGS

Corporate

 About 80% of the corporate offices use Bubble-Tub water dispenser.

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  60% of the offices required about 50-100 litres of drinking water per day.

 Very few i.e.only 3% offices have the dispenser with inbuilt purifier.

 About 89% of respondents have the dispenser with both cold & normal outlet, others
have only cold outlet.

 Voltas & Eureka Forbes are the market leaders of water dispenser.

 There are only 5% of potential customers for digitalised & self sanitized water
dispenser.

 89% respondents ordered water dispenser through dealer and other directly from
company.

 Indicative price from majority of customer i.e.33% is within the range of Rs.15000-
20000.

Educational Institutes

 About 60% of institutes required average 2000-3000 litres of drinking water per day,
hence they have the dispenser with respect to strength of the institute.

 Very few i.e. only 10% institutes have the dispenser with inbuilt purifier.

 About 77% of respondents have the dispenser with both cold & normal outlet, others
have only cold outlet.

 Blue star is the market leader of water dispenser for institutes.

 There are only 7% of potential customers for digitalised & self sanitized water
dispenser.

 According to survey, 83% ordered water dispenser through dealer and other directly
from company.

 About 90% institutes use only bubble tap water dispenser and very few use dispenser
with inbuilt purifier, which are mostly of Eureka Forbes.

78
  Indicative price from majority of customers i.e. 40% is within the range of Rs.20000-
25000.

Hospital

 60% of the hospitals required about 100-500 litres of drinking water per day.

 Very few i.e. only 14% hospitals have the dispenser with inbuilt purifier.

 About 77% of respondents have the dispenser with both cold & normal outlet, others
have only cold outlet.

 Eureka Forbes & Blue star are the market leader of water dispenser for hospitals.

 There are only 9% of potential customers for digitalised & self sanitized water
dispenser.

 83% respondents ordered water dispenser through dealer and other directly from
company due to the committee decisions.

 According to survey 86% respondents use only bubble tap water dispenser and very
few use dispenser with inbuilt purifier, which are mostly of Eureka Forbes.

 Indicative price from majority of customers i.e. 37% is within the range of Rs.20000-
25000

79
 CONCLUSION

It is observed that there are mostly the bubble-tub water dispenser users at the corporate.
For each office there required average 50-100 litres of water per day. The dispensers used
are only the normal water dispenser and the separate Ro or purifier installed for
purification of water. Most of the corporate users ordered the mineral water bottle for
dispenser and very few have on line water.

For educational institutes the average requirement of water per day for drinking is 2500
litres so they required more numbers of water dispensers. Only 10% of the educational
institutes have the inbuilt purifier in their dispenser and that dispenser mostly of Eureka
Forbes.

For most of the hospital there required 200-500 litres of water for drinking and it may
vary according to number patient and their relatives visit daily. Most of the hospital uses
Blue Star & Eureka Forbes dispenser. Very few have inbuilt purifier in their dispensers.

So it is concluded that there is need to target the potential customer who are willing to
buy the self sanitized and digitalised water dispenser.

80
 LIMITATIONS OF THE STUDY
1) Time Factor:

The span for data collection is limited therefore it is very difficult to collect
complete information and study market.

2) Security in business:

The laboratory person does not provide information sometime due to the
security of business.

3) Non cooperativeness by respondents:

Some respondents were less cooperative during the study.

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 SUGGESTIONS & RECOMMENDATIONS

Corporate

 Provide the product at the corporate offices for trial basis, so they can taste the quality
of the product.

 Promotional activities can be performed at the corporate seminars, exhibitions and

summits.

 Direct approach to target customer by giving presentation about how the product is
distinct than others.

Educational institutes

 Performed the awareness camps at the campus area of colleges.

 Direct approach to Registrar or Director of institutes for briefing about the product.

 Product could be launch by participating or keeping the product at various exhibition

& seminars organized for educational institutes.

Hospital

 Social marketing will be the key factor, like put on the hoardings about social

awareness about virus & bacterial infection.

 Approach the doctors to recommend our product, it will add advantage

on the target groups mind.

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  Showcase the product at various medical camps, medical association programmes and
exhibition.

BIBLIOGRAPHY

BOOKS

1. Kotler,” Marketing Management”,Ed.12th

2. G.C.Beri, “Marketing Research”

3. C.Bhattacherjee, “Service Marketing”

4. Walker Mullins, “Marketing Strategy”

5. P.Subba Rao, “Business Policy & Strategic Management”

Webliography

www.ionindia.com

www.labwater.com

www.siemenswater.com

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 APPENDIX

ANNEXURE

Questionnaire for Labs

Name of the lab:-_______________________________________________________

Type of lab:-___________________________________________________________

Address:-______________________________________________________________

1. What type of water you required?

Ans: a) Type 1 b) Type 3

2. How many litres of water required per day for your uses?

Ans: ________________________________________________________________

3. What is the purifying capacity of your existing product?

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Ans: _________________________________________________________________

4. Currently which company’s product you are using? How many units you have?

Ans: __________________________________________________________________

a) Less than 2 b) 2-5 c) more than 5

5. Which are the other company which provides “high purity water purification system”
you are aware of?

Ans: ___________________________________________________________________

6. What is the price of your existing product?

Ans: a) 2-3 lacks b) 3-4 lacks c) more than 4 lacks

7. Are you satisfied with current product’s with after sales service, maintenance & product
quality?

Ans: ___________________________________________________________________

8. For which purpose you require high purity water?

Ans: ___________________________________________________________________

9. If you are going to use type 3 water what major things you consider before buying “high
purity water purification system”?

Ans: ___________________________________________________________________

10. Are you looking for any new high purity water purification system which fulfils your
requirements?

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Ans: a) Yes b) No

If yes, then which company’s & when?

Please specify __________________________________________________________

11. How do you buy your equipments?

Ans: a) direct from company b) through specified agent

If agent, please mentioned

Name of contact person:- ________________________________________

Designation :-_________________________________________

Phone No. :-_________________________________________

Name of contact person:-

Designation:-

Phone No.:-

86
 Questionnaire for water dispenser

Name of the organization:____________________________________________________

Address:__________________________________________________________________

1. How many employees in your organization?

Ans: _____________________________________

2. How many water dispensers you have in your organization?

Ans: _____________________________________

3. Do you have cold and normal outlet in it?

Ans: _____________________________________

4. Which brands water dispenser you are currently using?

Ans: ____________________________________

5. Do you have any plan for installation of digitalised & self sanitized water dispenser in
your organization?

Ans: a) Yes b) No

If yes, then which company’s & when?

Please mentioned______________________________________

6. From where do you buy equipments for your company?

Ans: a) direct from company b) through dealer

If dealer please mentioned

Name of contact person:-_____________________________________

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 Designation :-_____________________________________

Phone No. :-_____________________________________

7. Indicative Price:__________________________________________________

Name of contact person:-

Designation:-

Phone No:-

Remarks:-

88