Innovative Brand Experience
Tata SWACH in Rural India
Tata Swach, developed by Tata Chemicals, is a household water purification system specially designed for low-income groups, who lack access to safe drinking water .
During our initial study of the product, we felt that these target markets were unaware of safe/clean drinking water. Therefore, to maximise the sales of such a product the people should be convinced first, of the importance of clean drinking water, its benefits and the ways to get it.
Our strategy focused on creating an awareness for clean drinking water in rural areas and make it synonymous to Tata SWACH. Five main characteristics were identified - Purity, Safety, Reliability, Affordability and Familiarity followed by giving a metaphor to each feature which was directly related to our target market.
During our initial study of the product, we felt that these target markets were unaware of safe/clean drinking water. Therefore, to maximise the sales of such a product the people should be convinced first, of the importance of clean drinking water, its benefits and the ways to get it.
Our strategy focused on creating an awareness for clean drinking water in rural areas and make it synonymous to Tata SWACH. Five main characteristics were identified - Purity, Safety, Reliability, Affordability and Familiarity followed by giving a metaphor to each feature which was directly related to our target market.
PURITY - Temple / Prasad
An experience of consuming pure water was created through providing them TATA Swach sample water in hand made banana leaf cups.
FAMILIARITY - Phone pay booth
To familiarise and habiutate people with TATA Swach water, the product was made wall mounted/free standing on the streets just like those public telephones.
To reduce the wastage of water, the base was broadened and sand was filled in the structure. This also captivated the customer's minds through the sweet smell of wet mud.
AFFORDABILITY - Thela
People presume that whatever sells on the thela would not be very expensive and something which they can afford to purchase, thus a kiosk shaped like an Indian Hand cart.
TATA Swach thela on the streets providing consumers with clean and pure drinking water.
