Tata Swach

Group-04
 About Tata Chemicals
 Tata Chemicals (TCL) is a part of
the Tata group.

 TCL is operating in to diverse

sectors like agriculture,
animal nutrition,
construction, consumer
products, glass, metals,
pharmaceuticals, soaps and
detergents, and textiles and
leather industries.

 TCL is committed to
meeting the highest
standards of corporate
governance and business
practices.
About Tata Swach

Tata Swach uses a unique,

advanced TSRF technology
along with silver
nanotechnology to purify
water

 No Need to boil.
 No need of Electricity.
 No running water required.
 Zero water wastage
 No harmful chemical
required for water cleaning.
 The flow rate of the filter is 3-
4 liters per hour.
 Why Need this purifier

75% of the rural population

in India does not have access
to safe drinking water.

80% of diseases and 33%

of deaths are caused by
unsafe drinking water in
world.

An estimated 500,000

children in India under five
years of age die each year due
to diarrhoea.
 Development History of Tata Swach
 Tata Swach was designed by Tata Research, Development and Design Centre
(TRDDC) and Tata Chemicals with contributions from other Tata group
companies. In 2004 the company developed a water purifier
called Sujal. TCS deployed thousands of these filters in the Tsunami Disaster in
India in 2004 as part of its relief activities.
 Sujal was a very basic low-cost model which used rice-husk ash (produced from
heating rice husk in combination with pebbles and cement). Activated Silica and
carbon is present in the ash; silica can reduce the turbidity of water, while activated
carbon binds with and adsorbs non-polar impurities (such as pesticides &
fertilisers). However, the purification system did not have bacteriostatic or
bactericidal properties and it was incapable of removing impurities such as lithium,
alcohols, ammonia, strong acids and bases or inorganic substances like sodium, lead,
iron, arsenic and nitrates.
 Dr. Muraly Sastry, Chief Scientific Officer of Tata Chemicals, confirmed that even
though Sujal could successfully remove the odour, colour and particulate matter
from impure water, many pathogens could not be eliminated.
 To address these concerns the Swach product was conceptualised by Tata
Consultancy Services and produced by Tata Chemicals. Titan Industries contributed
to the development of special assembly presses for mass production of the units
Tata Swach
 Product and Service Design
• Major factors in design strategy
– Cost
– Quality
– Time-to-market
– Customer satisfaction
– Competitive advantage

Product and service design – or redesign –

should be
closely tied to an organization’s strategy
Competitor’s Analysis
Business Model of Tata Swach
 Order Qualifier quality of Tata Swach
 No Need to boil.
 Zero water wastage
 No harmful chemical
required for water cleaning.
 The flow rate of the filter is
3-4 liters per hour.
 Order Winner Quality of Tata Swach
Lowest Cost Water purifier
Tata Swach are available in all over the India through their
exclusive distribution network of Tata Salt.
 No need of Electricity.
 No running water required.
 Cost Benefit Analysis
Lowest Cost Water purifier
Cost per family is Rs 30 per month for 5 person.
Cheapest ingredient used to manufacture.
Capacity of cartridge is 3000L.
Low price of bulb.
 Question - 01
Discuss any other product innovation that has helped to tackle the need
of rural India ?
There are few innovative products :-

I. The Solar Mosquito Destroyer

Inventor: Mathews K Mathew
Developed in Kerala, this one-of-its-
kind device could be a roaring success
in the cities as well as far as we’re
concerned. Using the septic tank smell
as an attracting device for the
mosquitoes, heat builds up inside it due
to direct exposure to sunlight. Once the
mosquitoes are trapped inside, they
eventually die due to the accumulated
heat.
II. The Water Walking Shoes
Inventor: Dwarka Prasad Chaurasia
What do you do when your village gets
flooded, or when the only bridge to the
other side of the river breaks down?
Chaurasia simply solved the problem by
inventing the water shoes. Developed
over three decades ago in Uttar Pradesh,
the shoes are made of thermocol, which
is bonded with a rexine sheet.

III. The Washing-cum-exercise Machine

Inventor: Remya Jose
Not everyone can afford the luxury of a washing machine & the only other
option was washing the clothes with your bare hands. But Remya Jose, a young
teenager from Kerala who was sick and tired of washing the dirty clothes with
her hands decided to do something about it. She went ahead and created a
washing machine that resembles the exercising cycle in your local gym. 3-4
minutes of pedalling later, the clothes were completely washed, and also came
out 80% dry. The machine not only washes clothes effectively, but also saves
time and electricity. And in case you’re a fitness freak, it helps tone those leg
muscles too!
IV. The Cotton Harvester
Inventor: Nattubhai Vader
Anyone with even the smallest bit of knowledge about farming would know that
cotton-picking is the toughest, most gruesome form of harvesting there is. To
counter that, Vader came up with an innovative design. A massive apparatus of
spinning rubber hoses and a vacuum is attached to the tractor, which is then used to
pick the cotton. The device is so effective that it picks as much cotton in an hour as
10 people would over a period of two days so you can imagine the kind of impact it’s
had on people’s lives.

V. The Cotton De-seeder

Inventor: Abdul Rahim Khan
Once you pick the cotton, it is followed by another problem – de-seeding it.
Most cotton de-seeding machines are very expensive but not if you use this one.
One of Khan’s many inventions, this device is just as effective as any other de-
seeding machine but made with different materials (mostly wood). Costing just
Rs. 220 to make, it saves as much as 10 times the amount, making it an
incredibly effective solution to the poorest of farmers out there
 Question - 02
Tata swach requires aggressive marketing in rural india. What are
the barriers & enablers to do this effort?

Tata Chemicals have plan to reach last Mile to India. Following

are the barriers in rural marketing of Tata Swach.
 Lack of awareness about drinking water in rural india.

 Economic condition of rural India is also a concern.

 Delivery upto last mile is difficult operation .

 Social barriers in rural India.

 Purchasing power of consumers

 Question - 03
Search internet for few technology diffusion frame works. Can these
frameworks be used to improve the acceptability of this product?

OSMOSIS
What is Osmosis?
Osmosis is a natural process which describes the diffusion of water molecules
through a semipermeable membrane from a lower concentrated solution to a
higher concentrated solution. The simplest definition of a semipermeable
membrane is one that lets the solvent (water) but not the solute (e.g. salt)
pass through. This way the water is able to balance both solutions to the point
where they have the same concentration of dissolved
substance
 Reverse Osmosis
Reverse Osmosis (RO) is the exact opposite of osmosis. As stated above,
water naturally flows from the lower to the higher concentrated solution. By
applying external pressure to the higher concentrated solution, water
molecules are now pushed back through the semipermeable membrane and
diffuse to the lower concentrated side. Again no dissolved substances can
pass through the membrane resulting in purified water on the other side.

A negative aspect of ro is that the process does not only remove harmful
substances that are dissolved in the water, but also essential minerals like
magnesium and calcium, which are beneficial for your health. This aspect is
called demineralization and it’s the reason why many ro filter systems feature
an alkalization stage to balance pH-levels and add calcium and magnesium
back into the water.
 Air heated diffusion driven water purification
system
• An apparatus for purifying water 1700*F, such as for
desalination, includes a source of a heated air stream 1705*F,
the heated air stream having a temperature above an ambient
temperature. A diffusion tower 1715*F having high surface
area material therein receives a water stream including at least
one impurity and creates at least one region having thin films
of water therein from the water stream. The heated air stream
is directed over the thin films of water to create a humidified
air stream that is at least substantially saturated. At least one
direct contact condenser 1750*F is in fluid communication
with the humidified air stream for condensing the humidified
air stream, thus producing purified water. A power plant
1701*F can include the apparatus for purifying water, where
energy to heat the air stream is provided by low pressure
condensing steam.
 Question - 04
• What, if any, could be the reason for failure of such type of
innovation? discuss

Tata Swach has many factors to success in markets.

 It is cost effective
 No running water required
 No electricity required.
 Capacity of 3000L for single bulb.
 No Harmful chemical required for water cleaning
 Easily accessible to customers.
Reasons which may lead to failure of Tata Swach:-
 Unavaibality of Bulb for replacement.
 Religious factor
 Illiteracy of rural population about effect of impure water on
their health.
 Less focus about hygiene
 Purchasing power & priority of rural population.
THANK YOU