PureMadi technology for point-of-use water treatment

PureMadi works at the intersection of water, societal, and human health disciplines. In response to the global health crisis concerning clean water, PureMadi designed an inexpensive point-of-use water filter with the potential to help billions of people purify their drinking water, and thus prevent water-quality related disease and death.

PureMadi operates two ceramic water filter facilities in South Africa working to educate people about the global water crisis, collaborating with locals, and empowering people to bring solutions to their own communities. The facilities employ local South Africans to produce and distribute ceramic water filters. The facilities produce clay water pots infused with silver particles to disinfect unsafe drinking water. The available market for the filters includes people around the world without continuous access to safe drinking water. This population includes approximately one billion people in developing world settings who do not have access to water that meets the World Health Organization's (WHO) definition of an "improved water supply". Not only are the filters inexpensive and portable, the facility provides employment for local villagers and is an excellent small business model for community entrepreneurs. PureMadi has identified several methods of expansion, both at our existing facilities as well as throughout South Africa and in other countries in Africa. We envision two main opportunities for growth in the near term: increasing production capacity at existing facilities and establishing additional facilities in other regions/countries.  

Water is essential for human health, and consistent access to safe drinking water is a significant global problem. Despite the availability of various water-treatment products, approximately 1.8 billion people drink water that is contaminated with waterborne pathogens. Consumption of unsafe water results in 1.2 billion cases of illness and 2.2 million deaths per year. PureMadi is working to create, test, and implement appropriate technologies to improve water quality, human health, and quality of life for the world’s poorest communities.  Our solutions are grounded in sustainability principles that enable communities to help solve their own water problems.

In 2010, PureMadi conducted a feasibility study in Limpopo Province, South Africa. The study assessed the need for water purification technology in the area as well as potential local acceptance of ceramic water filters as a solution. The research overwhelmingly supported a need for water treatment and over 96% of surveyed participants expressed interest in buying a filter. PureMadi has constructed two ceramic water filter production facilities that would employ potters from the cooperative to produce and sell filters in the region. In addition to facility construction, the team and local partners began developing marketing and health education strategies.

The PureMadi Filter will be valuable to individuals who require disinfection of pathogenic microorganisms and turbidity in their drinking water because it will remove the health risks of drinking from unsafe water sources. The available market for the ceramic water filter includes people around the world without continuous access to safe drinking water. Due to lack of infrastructure capable of consistently delivering safe water, this technology will fill a critical need within the Limpopo Province. With time and through strategic partnerships, we are learning how to effectively work within communities to establish distribution channels for the sale of our filters.

Track number of filters distributed in community - Increase community access to clean water

PureMadi uses a simple and effective method to manufacture ceramic water filters embedded with silver nanoparticles, one of the few and first water purification products to employ silver as a disinfectant. Silver is not only a powerful antimicrobial agent, but also leaves a tasteless and odorless residual that is crucial for purification. Unlike most other similar products, our technology provides both physical and chemical filtration, eliminating waterborne pathogens and contaminants from the user's drinking water. The filter's design and water storage system ensures minimal disruption in user's daily water collection habits, increasing the likelihood of sustained use and improved health. 

PureMadi is working to create, test, and implement appropriate technologies to improve water quality, human health, and quality of life for the world’s poorest communities.  Our solutions are grounded in sustainability principles that enable communities to help solve their own water problems. Filter creation methods require primarily low-cost, local materials (clay, water, sawdust) which are readily available. Additionally, local labor fuels the filter manufacturing process, which empowers local communities and helps to minimize filter production costs and pricing to end users. Our model combines technical performance with social acceptance and integration centered around communities.

PureMadi plans to develop sales strategies with consumers through local, established partnerships. Field research illustrated the opportunity to work with schools, clinics, and churches to teach individuals about water purification, health and filters. Through these partnerships, PureMadi will be able to sell directly to the consumers with the advantage of offering in-person filter demonstrations and opportunities to answer the questions of consumers. Through a feasibility and willingness to pay study, we determined that pricing the filters at $25 would allow for families to be able to afford a filter while still seeing it as a investment in their health. 

We have raised funds from various sources in order to sustain ourselves financially as we grow and scale PureMadi. We have also applied to and received grants to help with our initial construction and capital expenditures. The majority of the PureMadi team works on a volunteer basis so we don't have significant overhead cost compared to the work we do. Our paid employees were hired once we gathered enough funds to take on salaries for a pre-determined period of time. As we go through our growth phrase we are also able to start selling filters to the community as a way to bring in revenue that will then allow us to invest back into the business.

Major market challenges include breaking into the existing ceramic water treatment market, cultural acceptance obstacles, and the cost of shipping. Several versions of ceramic water filters are already available in the existing market. There may also be cultural obstacles in the introduction and implementation of ceramic water filters, especially in locations which may lack education about water, health, and sanitation. Furthermore, the cost of shipping a filter is currently economically prohibitive, as many of the communities that are in need of ceramic filters are located in remote locations. We recognize the critical importance of local partnerships to overcome these challenges.

https://www.instagram.com/puremadi/

https://www.facebook.com/puremadi/

Becoming a Solver would allow PureMadi to develop our growth strategy to identify target market consumers and potential new partners. Being a part of the Solve community would provide a unique opportunity for PureMadi to join a network of experts who may help us optimize the filter production and distribution process, formalize employee operations, and help us generate a capital growth plan.

In 2012, PureMadi partnered with The University of Virginia, the University of Venda in Thohoyandou, South Africa, and Rotary International to open its first facility in Limpopo, South Africa. In 2015, PureMadi established a second facility in partnership with Khulisa Social Solutions, a South African NGO, in Gauteng, South Africa.

Commercial products that treat water at the point-of-use level are considered direct competitors.