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The business of water purification is the business of life. USHA BRITA has been romancing water for over a decade, having invested thousands of man-hours into research and development and today offers the country's largest range of water purification systems, converting almost every kind of urban and rural tap water into safe drinking water. Usha Shriram Brita is a 50:50 joint venture between USHA SHRIRAM ENTERPRISES PVT LTD, a company well known and trusted in India for its 'USHA LEXUS' and 'EUROLEX' brand of household products, and BRITA GmbH of Germany, a world leader in household table-top water filter systems BRITA, a 40 year old company in the business of water filtration, now has a formidable 85% market share worldwide in table-top water filtration systems. It has six manufacturing plants in countries like Germany, UK, Switzerland, USA, Canada and India, and its products are sold in over 80 countries across the world. BRITA has an annual turnover of over DM 650 million. Water is a necessity of life and pure drinking water is a basic need of the human body. If the quality of water that we drink is not good, we can get easily affected with various diseases. The water we drink in our homes reaches us through pipelines. These pipelines, once laid down, are for ever and are hardly repaired or replaced. During its course a lot of biological impurities and hazardous chemicals get mixed with water and ultimately get into our body. Groundwater is another major source of drinking water and is most of the time not suitable for drinking, both in terms of purity and taste. More than 80% of the diseases are the result of contaminated water. Thus pure and clean drinking water is a must for human body. Thanks to growing awareness in people, who are getting health conscious day by day, they now want purified drinking water. USHA BRITA recognized this need of people and has worked towards revolutionizing the water purification market in India. The objective was to introduce products that will work in the Indian water conditions and provide pure drinking water to the common man at an economical price. In the last one decade, USHA BRITA has launched a vast range of highly innovative domestic water purification products to cater to the needs of various customers with varied incoming water conditions. USHA BRITA was the first company in India to launch in 1997 - a table top storage water purifier using ion exchange technology which does not require either electricity or running water and gives absolutely safe potable water. This product was the perfect answer to Indian conditions and consumers. Over the years, it has launched a range of products based on other technologies such as Ultra-violet (UV) purification and Reverse Osmosis (RO) purification. It has also launched water softeners and iron removal systems. USHA BRITA now has one of the largest range of water purification products in Indian Market for Domestic, Commericial and Industrial requirments.