MORF India Launches ESSENCIA, online UV Purifier
MORF INDIA LIMITED, an ISO certified and CRISIL rated public limited company has launched their state-of-the-art 3-stage UV purifier under the brand name MORF ESSENCIA. MORF ESSENCIA has been launched in Chennai where the company has its Head Office and in a phased manner, the product will be launched in Bengaluru and Hyderabad by November 2010 where they have their branches.
Tweet-- MORF INDIA LIMITED, an ISO certified and CRISIL rated public limited company has launched their state-of-the-art 3-stage UV purifier under the brand name MORF ESSENCIA. MORF ESSENCIA has been launched in Chennai where the company has its Head Office and in a phased manner, the product will be launched in Bengaluru and Hyderabad by November 2010 where they have their branches. By the end of this financial year, the company is planning to reach out to all the Tier II and Tier III cities across South India through an exclusive channel network. The company already has dealers in Trichy, Madurai, Coimbatore, Pondicherry and Namakkal.
Mr.M.V. Praveen, Managing Director of the company is all gung-ho about the product. He said 'This product has been under trial for the past 6 months and our product development team has ensured that the product has all the essential features to give pure and safe water to customers on a consistent basis. This product was a big gap in our product portfolio and now that the gap has been filled, we are confident that MORF ESSENCIA will take us to the next level. Shortly, we will be also launching a storage (off line) water purifier. As an end-to-end solutions provider in the field of water and waste water purification industry, our goal is to meet the market requirements in its entirety. With the government-sponsored desalination plants scheduled to go on stream by the end of this year, Chennai city should have ample supply of drinking water and MORF ESSENCIA, a no-frills UV purifier is the safest bet to ensure pure water at an affordable cost.
Mr.M.V. Praveen further stated that UV technology being non-chemical and without any residual properties is a very safe choice for purification of drinking water. MORF ESSENCIA is the only water purifier which comes with high quality stainless steel purification chambers adhering to stringent global standards for safety and durability. With other purification technologies using chlorine and iodine, there is always a residual element and therefore the possibility of a potential long term health issue.
MORF ESSENCIA is aesthetically appealing and comes in a trendy and compact design. It is also equipped with cutting-edge features such as StreamGuide technology which optimizes the exposure rate of water to UV rays thus ensuring 99.6% disinfection rate, electronic monitoring device and audio warning in the event of faults. The Executive Director Mr.R.Kcannan is very optimistic about MORF ESSENCIA. He said 'Since we already have in place a very strong service infrastructure for our existing range of purification products, servicing ESSENCIA will not be an issue. All out reach and a fool proof service mechanism will be our strong points. While all our other products such as FERROUSFREE Iron Remover, AQUASOFT Softener, SPARKLE RO Purifiers and other industrial products are sold directly through our sales team, we have a different strategy for MORF ESSENCIA.
In the beginning of this year, MORF INDIA won the prestigious UNESCO Water Digest Award for being the distinguished complete domestic water solutions provider which is an indication of the company's growing clout in the industry and market. They also recently received a strong rating (second time) from CRISIL.
Notes to Editor
About Morf India Limited
A reputed player in this industry, MORF INDIA is headquartered in Chennai and has full-fledged branches in Chennai, Bengaluru, Hyderabad and authorized dealers in Pondicherry, Madurai, Trichy and Namakkal with thousands of customers across South India spanning the entire spectrum of the market. The company is also in the process of appointing authorized dealers in other major Tier II and Tier III cities across South India and this is expected to be completed by the end of this financial year.
MORF was also the first company in water purification industry to receive a credit rating from CRISIL-STANDARD & POOR in 2006. The company has a wide gamut of water treatment and sewage treatment products catering to the domestic, institutional and industrial segments. Their product portfolio comprises of RO purifiers, iron removers, water softeners, pressure sand filters, activated carbon filters, macro filters, pH neutralizers, dosing pumps, UF/NF modules, DM plants, UV-based disinfection units, PLC based large desalination plants, packaged commercial drinking water units, swimming pool plants, hydro-pneumatic pressure boosters, water level controllers, sewage treatment plants, kitchen effluent and sullage treatment plants.
In 1998, the company commenced operations as a partnership firm and targeted residential segment by offering compact and user-friendly treatment products designed for individual houses and small apartments. The huge lacunae left by the big players in this segment helped MORF to scale up their operations rapidly and since then they have been maintaining a dominant position in that segment.
Today, apart from the point-of-use purification systems, the company also supplies highly customized and fully automated centralized treatment plants to large apartments and commercial complexes. Many top builders and architects across South India are their clients. Their presence in other segments is also rapidly growing with many government organizations, public sector companies, Indian armed forces, universities, colleges, schools, hotels, hospitals, corporates, IT parks, factories using their customized and centralized water and sewage treatment plants.
Competent employees in key positions have been the strength of the organization. Each function is headed by industry veterans resulting in optimal utilization of resources and time. Innovative HR initiatives have ensured significantly low attrition levels and this to a great extent helped them build a strong team over the years.