Innovative Solution

household water purification with ceramic water filters for the bottom of the pyramid

technical

Marketing of household water filters

Nazava focuses on marketing of the best affordable household water treatment options in Indonesai. We import the ceramic Tulip Filter from Basic Water Needs in India. After 7000 liters this filters still has 99.99 percent bacterial removal. The ceramic is mixed with silver and filled with activated carbon. Locally we assemble this filter into 17 different filter housings, addressing different consumer preferences in color, size and type of water filter.

We are based in Indonesia. The Nazava water filter can be obtained through 28 resellers all over Indonesia

Nazava Water Filters is established by Guido van Hofwegen at the end of 2009 in Banda Aceh, with the aim to address the high costs of obtaining safe drinking water. Due to very positive replies we found resellers in other locations in Indonesia and slowly started to grow. In 2010 we were one of the three winners of the Business in Development competion: “entrepreneurs without borders”.

Since our start we have sold over 10.000 water filters, providing over 50.000 people with access to safe drinking water.

Nazava Water Filters started at the end of 2009 with a small shop in Banda Aceh. Since than we have provided 50.000 people with access to safe drinking water. Currently our water filters are sold through 30 resellers in 28 cities in Indonesia; through our website, our shop and to NGOs. We commercially export water filters to Mozambique and have cooperated with the World Bank in Pakistan, the American Peace Corps, World Vision, Kopernik and several local NGOs. At the moment we are in our early growth stage. Since October 2010 we have attained a growth rate of over 20% per month. We try to reach out to double the number of  resellers as soon as possible.

How to provide the base of the pyramid with access to safe drinking water in a sustainable and cost effective manner? Nazava Water Filters markets a range of best affordable water filters to the bottom of the pyramid inIndonesia. We locally assemble 17 different shapes of household water purifiers that respond to the preferences and purchasing power of each income group. Each product uses the Tulip Water Filter from Basic Water Needs inIndia, which has been tested by 16 laboratories and complies to WHO criteria of safe drinking water. Consumers can chose between color, shape, size and technology (gravity filtration or pump filtration). We work through resellers in 28 different locations and plan to double this by the end of 2012. Our technology is much cheaper than alternatives such as boiling or buying water or other purification tools. By targeting female resellers we encourage female entrepreneurship. Through a Nazava Water Filter poor households can reduce household costs, human diseases and green house gas emissions.

We specialize in marketing the best affordable water purifiers. The product is locally assembled into 17 different products. Customer preferences, satisfaction and costs determine the design of our products. Currently we are present in 30 locations, we provide 1 year warranty and after sales service. A replacement filter only costs £ 4.5. The price per liter of a Nazava Water Filter is 0.11 £ cents, boiling water on LGP costs 0.42, with kerosene 0.61. Buying water costs 1.46, and filtering water with Unilever Pureit costs 0.84 £ cents per liter. Without any subsidy we have reached out to more than 50.000 people on a commercial basis in just 2 years.

1. sustainable financial situation

2. providing safe drinking water to 150.000 people

1. local customers since the use of a Nazava water filter is more cost-effective than any alternative, because it doesn’t uses electricity and there is no need to boil water.

2. any NGO working on increasing the access to safe drinking water, in regular WASH programs as well as during emergency

3. Local entrepreneurs since they are offered attractive discount rates

1. The people at the bottom of the pyramid also have customer preferences. If these are neglected the commercial marketing of such techniques will not be sustainable

2. More financial schemes are needed to support the Bottom of the Pyramid with the primary investment of 16 USD, which can be very much for a poor family

We have worked successfully with:

World Vision, Help Germany, Plan, World Bank, Unicef, American Peace Corps, Kopernik and different local NGOs

Lieselotte Heederik Co-Director Nazava Water Filters Jalan Kartini 51 Banda Aceh, Indonesia +62 81360862522 www.nazava.com facebook & youtube