Ion Exchange (India) has launched Zero B D - ferrous water purifiers in Kolkata. A study was recently carried out by the West Bengal government's water investigation department on iron content, which prompted the company to introduce this specific type of purifiers for the Kolkata market. As per the study by water investigation department, it revealed that iron content in water at some wards in Kolkata is 10 times higher than the prescribed tolerance level. Zero B D - ferrous can treat the harmful effects of iron found in water.
To address the specific problem in Kolkata, the company has introduced a range of water purifiers to remove excess iron contamination from water. Eastern India is a critical market for the company and it is making a sizeable investment both in terms of people, distribution, services centres & promotion to tap the potential.
The State Water Investigation Directorate (SWID) study reveals that in 63 out of 141 wards in Kolkata, the ground water has iron content much beyond the accepted tolerance limit. At some wards, it is even 10 times higher than the tolerance level of 0.3 mg per liter. At Narkeldanga, the iron content is 5 mg, at Taltala, it is 5.79 mg/liter, Rajabazar 5.55 mg, Kudghat 5.40 mg. In wards like 1 to 9, 12 to 19, 56, 58, and 64 to 67, 37, 40, 43 and 45, the iron content varies from 1.23 mg to 1.88 mg per litre.
Ion Exchange believes that water purifier is a solution to provide a healthier way-of-living to its esteemed customers and not as other consumer durables. Also, water quality and contamination differ from region to region so it keeps warranting customized solutions. Excess iron found in the portable water is a serious health hazard and can cause cancer, heart diseases, and other illnesses. Recent research indicates that iron in excess contributes to the development of leukemia and lymphatic cancers.