Chennai:  MORF has recently launched MICROSHIELD, a post-membrane stage in their SPARKLE range of RO purifiers which ensures that the water in the storage tank is microbially safe for drinking for a full 48-hours after purification. This technology is a break-through in RO purifier market. Most of the home RO purifiers come with an inbuilt storage tank and the duration of water storage depends on the usage patterns of the user. Secondary contamination has been an issue for a long time with RO purifiers and MICROSHIELD puts a firm end to this form, Claims the spokesperson of MORF.

Mr.K. Sukumar, Head-Corporate Strategy of the company stated that ‘ MICROSHIELD is a technological breakthrough and a substantial value addition to our SPARKLE RO purifiers. This feature is not offered by any other brand in the market presently. He said the company is astonished to see a significant surge in their sales in Bangalore post the launch. We launched the product in Chennai, Bangalore and Hyderabad where we have direct branch operations. While Chennai market has also been quite receptive to the new technology, we are surprised to see the Bangalore sales significantly increasing after the launch.

Mr.Sukumar opined that Bangalore has always been a very health conscious city and the market is also highly brand conscious. Apart from the main national players, the market share of unorganized firms are quite insignificant unlike other South Indian cities such as Chennai and Hyderabad. Bangalore is a market which is highly matured and with the surge in sales of their new product, MORF plans to increase their brand visibility campaigns in the city.

MORF opened their branch in Bangalore in 2007 and so far has got more than 2000 customers. The pace has been a little slow, but we are sure that we would become a force to reckon with in Bangalore given our ambitious plans to bolster our presence there. MORF has also executed largewater treatment plants for Bangalore Hospital, Hotel Park, Total Mall and an industrial treatment plant for Sesa Goa in Chitradurga. For TATA POWER, we have executed a sewage treatment plant in Bangalore.

Mr.Sukumar also said that their focus is now on capturing a significant share in the home purifier / treatment market. Unlike most of the organized players, our strength is our capability to offer end-to-end solutions in water treatment and purification, he added.