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Vita-Fresh® Shower Filter to Dechlorinate the Shower Water for Healthy Skin and Hair Launched

Business Wire India

Vita-Fresh Shower Filter for chlorine free bathing launched in Indian market
Vita-Fresh Shower Filter for chlorine free bathing launched in Indian market

  • V’Lour Enterprises eyes a target of Rs 15 to 20 crore in sales in the next two years.
  • Vita-Fresh is a new product category, the only product of its category in India. 
  • The market size of the product is estimated to be Rs 300 to 400 crore.

A first of its kind product, Vita-Fresh® Shower Filter that contains the goodness of 250 oranges, was launched in Bangalore, Hyderabad and Panaji. The new product dechlorinates shower water to protect the skin from harmful chemicals such as chlorine and chloramine.

Vita-Fresh is the original Vitamin C inline shower filter with registered device and design patent imported from South Korea. It will be launched first time in India simultaneously at Bangalore, Hyderabad and Goa by V’Lour Enterprises, a startup based out of Bangalore with bases in Goa and Hyderabad.

Disclosing this in a press note issued today, Pratap Paduchuri, Managing Partner, V’Lour Enterprises said, “The product is expertly crafted in South Korea. This Vitamin C water filter by Sonaki will remove 99.9% of chlorine and chloramine from your water before it hits your skin. This Vitamin C filter has been ranked among the top 10 in the market. We are the only product of our kind in the Indian market. The size of the market according to rough estimates is Rs 300 to 400 crore,” Pratap added.

V’Lour Enterprises has sold a little over 150 units in the past two months during their market testing period. And now aim to sell 2,000 units every month to achieve a target sale of 24,000 units for the first year. With an ambitious target of reaching Rs 15 to 20 crore in the next 24 months.

The company plans to expand to other states like Vishakhapatnam, North Karnataka, Tamil Nadu, Gujarat and many other places in a phased manner.

V’Lour is committed to providing innovative consumer products that improve people’s lives. The products make everyday living easier in small, yet meaningful ways. We identify opportunities in life’s little moments and strive to deliver the best solutions for your everyday tasks.

The Vita-Fresh product is widely reviewed by media such as CNN Business Traveler, ABC News, New York Times, Wall Street Journal and Fox Business.

Most of us know the importance of drinking enough water and filtering it to avoid harmful chemicals or contaminants but shower water can be just as harmful as drinking water. Unfiltered shower water can contain an array of chemicals like chlorine as well as bacteria and fungus from the shower head.

Chlorine is used in water to kill pathogens, but the properties that enable this may affect the skin microbiome and the delicate balance of bacteria on the skin. These are some of the biggest risks associated with the chemicals in shower. We may absorb more chlorine through showering than drinking water. 60% of the chlorine people absorb daily comes from showering in chlorinated water. Chlorine damages hair and skin. The filter neutralizes about 99% of the chlorine and chloramines in the water, and their effectiveness does not diminish until the Vitamin C is completely used up.

Each Vita-Fresh® shower cartridge is filled with the goodness of 250 oranges food grade Vitamin C, the safest agent for dechlorination. It helps curb Asthma, helps with dry skin and eczema, and helps improve dry and lifeless hair.

It works with existing shower fittings and doesn’t reduce water pressure, and is easily replaceable. The transparent housing of the filter cartridge makes it easy to know when to change it. The simple and clean design also allows you to see the filter working. A cartridge lasts between1-3 months based on usage, water quality, temperature, and pressure settings. It costs Rs 4,900 and is available in Telangana, Andhra Pradesh, Karnataka and Goa. The company will be going national in a phased manner and are recruiting dealers and distributors across the country.

Trials for the product were done from October 2016 to March 2017 in Bangalore, Vishakhapatnam, Vijayawada, Anantapur, Hyderabad and Goa and received a good response. 

The price of the product is Rs 4,900, which comprises 1 unit plus 3 cartridges. A pack of 3 cartridges is available for Rs 2,250.

The filter meets the dechlorination requirements of EPA (Environment Protection Association) Clean Water Act, and the company has also acquired ‘K+’ mark from KITA! (Korea International Trade Association)

More information is available on our website www.vlour.in

For product you can reach out to Bangalore: 080-6568 1050, 9900089232, 9740199088; Hyderabad, GRK Murthy, Mobile: 9440005982; Goa, Dilip Naik, Mobile: 8007965083.

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