Over-reliance on groundwater and water pollution caused by aging water pipes and improper wastewater treatment are leading to a global water crisis. Unfortunately, tap water in some places is not safe because it may contain harmful pollutants such as arsenic and lead. Some brands have seized this opportunity to help developing countries by designing a smart device that can provide families with more than 300 liters of pure drinking water that is rich in minerals and does not contain any harmful pollutants every month. Usually found in tap water and bottled water. In an exclusive conversation with the co-founder and CEO of New York-based Financial Express Online, Cody Soodeen talked about the entry of the water purifier business and brand into the Indian market. extract:
What is air water technology? In addition, Kara claims to be the world’s first manufacturer of air-to-water drinking fountains with a pH of 9.2+. From a health point of view, how good is it?
Air to water is a technology that captures water from the air and makes it usable. There are currently two competing technologies (refrigerant, desiccant). Desiccant technology uses zeolite similar to volcanic rock to trap water molecules in tiny pores in the air. Heating water molecules and zeolite effectively boils water in desiccant technology, killing 99.99% of viruses and bacteria in the air, and trapping water in the reservoir. Refrigerant-based technology uses cool temperatures to produce condensation. Water drips into the catchment area. Refrigerant technology lacks the ability to kill airborne viruses and bacteria-a major advantage of desiccant technology. In the post-epidemic era, this makes desiccant technology superior to refrigerant products.
After entering the reservoir, the drinking water is filled with rare minerals that are beneficial to health, and ionization produces 9.2+ pH and super smooth water. Kara Pure’s water is continuously circulated under UV lamps to ensure its freshness.
Our air-to-water dispenser is the only commercially available product that provides 9.2+ pH water (also known as alkaline water). Alkaline water promotes the alkaline environment in the human body. Our alkaline and mineral-rich environment can promote bone strength, strengthen immunity, regulate blood pressure, help digestion and improve skin health. In addition to rare minerals, Kara Pure alkaline water is also one of the best drinking water.
What does “atmospheric water dispenser” and “air water dispenser” mean? How will Kara Pure open up the Indian market?
Atmospheric water generators refer to our predecessors. They are industrial machines created and designed without considering the environment in which consumers use them. Kara Pure is an air-to-water drinking fountain whose design philosophy puts user experience first. Kara Pure will open the way for air drinking fountains throughout India by bridging the gap between the technology that appears to be science fiction and the well-known drinking fountain concept.
Many households in India have water supply systems that rely on groundwater. As consumers, as long as we have drinking water, we will not worry about our water coming from 100 kilometers away. Similarly, air to water may be very attractive, but we hope to improve the reliability of air to water through technology. Even so, there is a magical feeling when distributing drinking water without a water line.
Many major cities in India, such as Mumbai and Goa, have high humidity throughout the year. Kara Pure’s process is to suck the high-humidity air in these major cities into our system and output healthy water from reliable humidity. As a result, Kara Pure turns air into water. This is what we call an air-to-water drinking fountain.
Conventional water purifiers rely on groundwater delivered through underground infrastructure. Kara Pure gets its water from the moisture in the air around you. This means that our water is highly localized and can be consumed without a lot of processing. Then we inject mineral-rich water into the water to produce alkaline water, which adds unique health benefits.
Kara Pure does not need the water supply infrastructure in the building, nor does it need to be provided by the municipal government. All the customer needs to do is to insert it. This means that Kara Pure’s water does not contain any metals or contaminants found in aging pipes.
According to your introduction, how can the Indian water filtration industry benefit from the optimal use of air to water distributors?
Kara Pure uses an innovative heating process to purify air water to eliminate airborne viruses, bacteria and other pollutants. Our customers benefit from our unique mineralization filters and alkalizers. In turn, the water filtration industry in India will benefit from this new channel of high-quality filters.
Kara Water is entering India to address adverse changes in other drinking water solutions policies. India is a huge market, high-end consumers are growing, and water demand is also increasing. With the policy decision aimed at reducing the negative impact of reverse osmosis (RO) on the environment and preventing counterfeit bottled water brands reaching the highest level in history, India is in great need of innovative and safe water technology.
As India continues to move towards brand-name consumer goods, Kara Water positions itself as the brand that people want. The company plans to have an initial impact in Mumbai, India’s highly dense financial center, and then plans to expand outward throughout India. Kara Water hopes to make air and water mainstream.
Compared with the United States, how is the Indian water purifier market different? Is there a plan to deal with the challenge (if any)?
According to our data, Indian consumers are more aware of water purifiers than American consumers. When building a brand in an international country, you must be proactive in understanding your customers. CEO Cody was born and raised in the United States and grew up with immigrant parents from Trinidad and learned about cultural differences. He and his parents often have cultural misunderstandings.
In order to develop Kara Water to launch in India, he intends to cooperate with local business organizations with local knowledge and connections. Kara Water started using the accelerator hosted by Columbia Global Centres Mumbai to start their knowledge of doing business in India. They are working with DCF, a company that launches international products and provides outsourcing services in India. They also collaborated with the Indian marketing agency Chimp&Z, which has a nuanced understanding of brand launches in India. Kara Pure’s design was born in the United States. In other words, from manufacturing to marketing, Kara Water is an Indian brand and will continue to look for local experts at all levels to provide India with the best products that meet their needs.
Currently, we are focusing on selling products to the Greater Mumbai area, and our target audience exceeds 500,000 customers. We initially thought that women would be very interested in our product because of its unique health benefits. Surprisingly, men who are business or organizational leaders or aspiring leaders show the greatest interest in products used in homes, offices, large families, and other spaces.
How do you market and sell Kara Pure? (If applicable, please mention both online and offline channels)
Currently, we are conducting lead generation activities in online marketing and sales through our customer success representatives. Customers can find us on www.karawater.com or learn more from our social media page on Karawaterinc’s Instagram.
How do you plan to launch the brand in India’s Tier 2 and Tier 3 markets, because the product mainly caters to the high-end market due to pricing and services?
We are currently focusing on the first-tier cities where we are selling. Expansion to second- and third-tier cities is under preparation. We plan to cooperate with EMI Services to enable us to open up sales channels in second- and third-tier cities. This will allow people to pay over time without adjusting our financial strategy, thereby increasing our customer base.
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