On the occasion of World Tourism Day, VIP Bags, a pioneering force in the luggage and travel accessories industry, proudly unveiled a ground-breaking consumer-led campaign for the new VIP Maestro range. Powered by cutting-edge Artificial Intelligence technology, the campaign engaged consumers like never before and showcased VIP Bags latest Unbreakable Maestro luggage range in some of the most extreme and iconic natural settings across the globe.

VIP Bags took Maestro to extremes of the world through AI-led campaign

Known for crafting premium luggage solutions, VIP Bags took a bold step into the future by putting the power of choice in the hands of its consumers. The campaign was hosted exclusively on Instagram, where VIP Bags followers were granted the unique opportunity to decide where in the world the Maestro luggage would be featured. Over the span of just four hours, the luggage journeyed to five awe-inspiring destinations, each known for its extreme natural attributes. From the dizzying heights of Mount Everest, the worlds highest point, to the scorching sands of Death Valley, Earths hottest location, and from the lush Amazon Rainforest, the largest of its kind, to the unfathomable depths of the Mariana Trench, Earths deepest point, VIP Bags employed AI technology to exhibit the unmatched durability and resilience of the Maestro luggage range.

However, the brand didnt stop there in pushing the boundaries of imagination. The luggage was even taken on a virtual adventure to Jurassic Park, where a stunning image captured the Maestro standing tall next to a T-Rex, emphasizing the unbreakable nature of this innovative luggage in a fun and unique manner.

Praful Gupta, Vice-President, Marketing at VIP Industries Limited, added “Our World Tourism Day campaign represents a riveting shift in how we engage with our consumers. We wanted to create an experience that not only showcased the durability and reliability of our Unbreakable Maestro luggage but also allowed our customers to be a part of its journey. Its about celebrating the spirit of adventure and exploration together, and we are thrilled with the response.”

“In our quest to reimagine VIP Bags identity with the Wheres Next campaign, we embarked on an exciting journey, introducing Maestro as our fearless explorer. We wanted to engage directly with our consumers, and what better occasion than World Tourism Day to begin the adventure. With this campaign we sought to harness AI not just for optimisation and efficiency but to foster a deeper connection with our consumers. I think AI is an incredibly powerful tool to build distinctive martech journeys and keep consumer focus on our brands core offering. With this exciting consumer-led campaign, weve set a precedent for whats possible when technology and creativity merge to elevate the consumer experience,” said Suyash Dongare, Head, Digital Marketing at VIP Industries Limited.

What makes this campaign truly remarkable is the organic engagement it generated. VIP Bags achieved an unprecedented level of audience involvement, turning this into one of the highest organically engaged activities within just 10 hours of its launch. The campaign was a resounding success, with users actively participating in determining the Maestros journey and experiencing its capabilities in real-time on Instagram.

By pioneering this AI-led activation guided by users and executed live on Instagram, VIP Bags has not only demonstrated its commitment to innovation but has also become the first luggage brand to break new ground in the world of consumer-driven AI campaigns. The campaign effectively showcased how the Unbreakable Maestro luggage range is not just a product; its a symbol of resilience, adventure, and consumer empowerment.

The anticipation is building as the prestigious Dadasaheb Phalke International Film Festival Awards (DPIFF) prepare to captivate the world of cinema. DPIFF 2024 will be Co-Powered by Haier Appliances India (Haier India), a global leader in Home Appliances and the Number 1 brand in Major Appliances for 14 consecutive years.

Official Announcement: DPIFF x Haier

The annual award ceremony will pay tribute to the Entertainment and Film Industry in India and will take place on 20th February, 2024 in Mumbai, Maharashtra, in the presence of celebrities, media personnel, government delegates, and renowned personalities from the industry.

Commenting on this partnership, Mr. NS Satish, President, Haier Appliances India, said, “At Haier, our focus has always been to bring in the best customer-inspired innovations, and we strive to be a part of the daily lives of Indian consumers by offering innovative, reliable, and technologically driven home appliances.Bollywood and entertainment drive India with the spirit of passion, zeal, celebration, and enthusiasm. We are excited that our collaboration with the prestigious Dadasaheb Phalke International Film Festival Awards is a seamless integration of technology and Indias cinematic heritage. We are hopeful that this association with further solidify our presence across premium audience in India.”

The partnership between DPIFF and Haier India underscores the intersection of technology, art, and entertainment, showcasing the transformative power of both industries.

Abhishek Mishra, CEO of DPIFF expressed, “The history of cinema, the film industry, and technology has undergone several changes that transformed the movie industry from its modest beginnings with black and white silent films to todays colourful extravaganza. Therefore, I take immense pride in celebrating the Cinematic Evolution alongside Haier Appliances India, the global leader in Home Appliances and Consumer Electronics.”

Driven by the brand purpose of ‘Inspired Living, Haier India is committed to bringing the best-in-segment products for customers, in line with its ‘Make in India, Made for India’ philosophy. Pushing the edge, as a challenger brand Haier India is integrating a host of traditional and new-age marketing strategies, to strengthen customer connections, build brand awareness, enhance brand loyalty, and drive business growth in the Indian market.

Over the years, DPIFF has evolved into the countrys most prestigious award ceremony. In a monumental celebration of talent, the gala event will felicitate the artists of the film fraternity who have put in their hard work and dedication to excel in the year 2023. DPIFF will be honouring all three prodigious segments – the Indian Film Industry, Indian Television Industry & International Film Fraternity – under the same roof.

It aims to felicitate those artists of the film fraternity who have put in their hard work and have shown true promise, along with the dedication to excel. The mission, as always, is to cultivate and promote the art and science of film through education and cross-cultural awareness. DPIFF believes that the medium of cinema as well as TV series are artforms that hold the power to bridge cultures and illuminate the universality of the human experience.

For more information on Dadasaheb Phalke International Film Festival, please visit www.dpiff.in.

About Haier India

Haier India, headquartered at Greater Noida, has pan India operations and a vast distribution network across the country along with a manufacturing facility in Pune, Maharashtra. Product offerings of Haier India range from refrigerators, air conditioners, washing machines, TVs, water heaters, and freezers to microwave ovens, with a special focus on local needs. For example, washing machines that work at nearly Zero Water Pressure help solve the biggest challenge that Indian consumers face in their daily lives, while Haier Bottom Mounted Refrigerators have also been well received by Indian consumers due to its large refrigeration capacity which caters to local people’s dietary habits. A larger refrigeration capacity means the consumer can store more vegetables while the refrigerator also makes people’s lives easier by placing the refrigerating chamber at the top of the machine.

About Dadasaheb Phalke International Film Festival (DPIFF)

Dadasaheb Phalke International Film Festival (DPIFF) was founded to carry forward the legacy of Late Shri Dhundiraj Govind Phalke, lovingly known as Dadasaheb Phalke – The Father of Indian Cinema. It is India’s only independent international film festival, with a mission to celebrate the work of aspiring, young, independent & professional filmmakers. The aim is to honour the lifetime effort of Shri Dadasaheb Phalke ji and so, the festival celebrates the brilliance of the Indian film industry by making an effort to acknowledge and aid nascent projects by bringing them to mainstream audiences. DPIFF is a unique initiative intended to honour the Entertainment Industry and to appreciate creativity in the spectacular world of cinema.

Helicopter services have become integral for various critical applications. Beyond urban travel, helicopters play a crucial role in disaster relief, ensuring swift supply chains for relief materials. According to Fortune Business Insights, the global helicopter services market is projected to grow from USD 15.62 Billion to USD 23.80 Billion by 2030.

Mr. Jaideep Mirchandani, Chairman Sky One FZE

Meanwhile, in the Asia Pacific region, it is expected to register a CAGR of 8.03 percent in the next five years, mainly due to the surge in demand for such services in countries including India. Numerous global aviation conglomerates are focusing on APAC and especially India, to leverage the growing demand for helicopter services. One prominent player in this domain is UAE-based Sky One FZE, a leading company in the aviation sector.

The companys operations, spanning Turkey, Indonesia, Malaysia, and Kyrgyzstan, have been instrumental in providing essential services that extend beyond mere transportation. With a fleet that includes the versatile MI-172 Russian Helicopters and the agile Bell-412 EP helicopters, Sky Ones capabilities are as diverse as the regions they serve. The companys services also proved pivotal in assisting in the Turkey wildfires, battling blazes, and safeguarding communities. The specialized choppers, equipped for firefighting, have proven to be a lifeline for regions facing the devastating effects of wildfires.

Chairman Jaideep Mirchandani emphasized the significance of Sky Ones endeavors, stating, “Our services have always been aimed at going beyond conventional aviation. We are not just ferrying passengers; we are aiding communities, assisting in disaster response, and playing a pivotal role in firefighting efforts. Our latest efforts in Turkeys firefighting operations are a testament to our commitment.“

Actively pursuing expansion in India, the company emerged as one of the front runners in the race to bid for the Governments stake in the helicopter services company Pawan Hans. Throughout the COVID-19 pandemic, Sky One FZE also forged close collaborations with government agencies, including the Arunachal Pradesh government, to provide medical support. Their helicopters played a vital role in transporting critical supplies and medical aid, effectively bridging gaps and reaching even the remotest areas.

Given the surging demand from armed forces as well as the civil sector for supply and logistics operations, transport and utility helicopters are anticipated to dominate the military rotorcraft market. The passenger ferry services offered by Sky One have redefined convenience and luxury for travelers. With a customer-centric approach that includes personalized itineraries, travel tips, and seamless pick-up and drop-off services, the company is setting new standards in air travel. Mr. Mirchandani added, ‘As electric helicopters and urban air mobility drones become increasingly prevalent in the industry, it is anticipated that the cost of helicopter flights will significantly decrease in the upcoming years, which is poised to stimulate higher demand within this segment.

Sky One Airways success story isnt just about aviation; its about making a positive impact on communities and nations. As the company continues to expand its operations and fleet, its commitment to being a force for good remains unwavering. With Chairman Jaideep Mirchandani at the helm, Sky One is poised to soar to new heights of success while leaving a lasting imprint of support and compassion.

Chukde Spices, one of India’s leading spice manufacturers, has roped in the veteran bollywood actress Karisma Kapoor as its brand ambassador for the next two years. Karisma Kapoor will be the exclusive face of the brand from August 2023 till August 2025. Karisma has ruled the hearts of millions on silver screen and people has always loved her for her versatility and freshness that she brings to the screen. This makes her a perfect match for Chukde Spices as Chukde brings a wide range of versatile spices which can transform any meal into a tasty feast.

Chukde Spices ropes in Karisma Kapoor as Brand Ambassador

Chukde Spices stands for quality, authenticity and food safety. Manufacturing spices since 2006, this association with popular star Karisma Kapoor will strengthen the brand awareness drive by Chukde across the country.

Mr. Rajat Luthra, Director, Chukde Spices lauding this association said, “We are happy to have Karisma Kapoor as the brand ambassador of Chukde Spices. She is one of the finest actresses of Bollywood and has a great fan following across all age groups. We are sure this partnership will go a long way in driving the brand’s already established popularity across the world.”

Speaking about the association, Karisma Kapoor said, “Chukde Spices are an integral part of Indian cooking and have been serving us the most authentic Indian spices. Its wide variety of products covers all kinds of Indian cooking and is a ‘go-to-spices’ for households and hospitality chains. I am very glad to be part of this exciting brand story.”

In nearly two decades of its journey, Chukde has become a household name with its very popular offerings of whole spices, blended spices and super food products. The brand believes in continuous innovations to be able to bring to its consumer the tastiest, safest and most authentic spices ever. Chukde lived up to its claim of being the manufacturer of the purest spices in India with the introduction of Garam Masala Sabut.

This product has the prefect mix of spices in whole spices form and it can be grinded fresh at home. The consumer gets exactly what it sees in the packet which not only give them highly aromatics spices but also give them confidence to trust Chukde for their culinary needs. We’ve always heard how our Grandmas used to make their own flavourful masalas, through the range of blended whole spices Chukde has brought back same aromatic and flavorful experience to Indian cooking.

Mr. Rajat Luthra shared with us about an interesting campaign by Chukde, “When everybody keeps talking about quality of the product, we felt that we needed to give a commitment to our customers and not just talks about quality. We came out with the campaign Saaf Nahin to Paisa Nahi. Everyone kept telling us that it’s a suicidal campaign since people can make false claims for money but we felt we needed to put our neck on the line and in case we can’t deliver the proposition than we don’t deserve the money from our customers. We are the custodian of money that we charge from our customers and we deserve the money only if we deliver on our promises. We are the only brand with such campaign in spices category. We did fairly well in conveying our message to our customers which made us their favorite brand over the years.”

Chukde Spices from the house of Lifestyle Foods has been the winner of National Award for Outstanding Entrepreneurship in the year 2015 and 2020, the brand besides distributing its products across the country, also exports to 29 countries world-wide.

Sony India today announced the new BRAVIA XR MASTER Series A95L OLED powered by the Cognitive Processor XR with new OLED panel. This OLED TV introduces new and improved technology that help deliver the best and most immersive viewing experiences, authentically delivering the creator’s true intent. The ingenious Cognitive Processor XR processor thinks like a human brain offering a complete immersion in an experience that thrills and moves you and feels just like the world around us. In addition to best-in-class, ultra-realistic picture quality, full of lifelike contrast, the new Cognitive Processor XR also includes new features that customise and enhance at-home entertainment.

BRAVIA XR MASTER Series A95L OLED with infinite colours and definitive contrast

1. Next Gen Cognitive Processor XR replicates real world experience to deliver a picture with wide dynamic contrast, detailed blacks, high peak brightness, and natural colours.

The new BRAVIA XR MASTER Series A95L OLED is launched in two screen sizes 164 cm (65) and 139 cm (55). The revolutionary processor on Sony BRAVIA XR™ TVs reproduces content the way humans see and hear for an incredibly lifelike experience. It understands how the human eye focuses, cross analyzing images to give real life depth, extraordinary contrast and beautifully vivid colours. Thanks to the unique Cognitive Processor XR™, your favorite content is recreated in a way that’s so real you can feel it. Whatever youre watching, will be upscaled close to 4K quality by the XR Processor XR™. Enjoy striking contrast on the OLED screen thats expertly controlled by the unique technology to deliver real life depth and pure blacks in every scene.

2. Feel more depth and texture with pure blacks and dazzling light with XR OLED Contrast Pro

The BRAVIA XR OLED A95L TV has XR OLED Contrast Pro powers the OLED panel so you can enjoy true contrast with the brightest colours and pure blacks. With a temperature sensor and heat diffusion sheet for dissipating heat, this OLED TV utilizes our Cognitive Processor XR™ to detect screen temperature and precisely control light, delivering up to 200% as much colour brightness as conventional OLED TVs.

3. XR Triluminos Max reproduces 3D colour depth with human intelligence for enhanced colour brightness with new OLED Panel

The Cognitive Processor XR™ also powers A95L’s new OLED panel with XR Triluminos Max, which enables A95L to deliver widest palette of colours. This unique processor reproduces the natural shades and hues that humans find beautiful, filling the screen with consistently vivid colours and realistic textures at all brightness levels.

4. With the latest XR 4K Upscaling, XR Clear image and XR OLED Motion technology enjoy 4K action that stays smooth, bright and clear with no blur

The A95L series encompasses XR 4K upscaling technology so that you can enjoy entertainment close to 4K quality, whatever the content or source. The Cognitive Processor XR™ accesses a vast amount of data, intelligently recreating lost textures and detail for real world pictures. XR Clear image reduces noise utlilising zone division and dynamic frame analysis and minimizes blur. With OLED XR Motion Clarity technology powered by the Cognitive Processor XR™, the A80L series combats blur by detecting and cross analyzing key visual elements on successive frames. It creates and inserts extra frames between the original ones so you can enjoy smooth and clear action, even in fast-moving sequences.

5. Take PlayStation 5 gaming to the next level with exclusive features Auto HDR Tone Mapping and Auto Genre Picture Mode for optimized picture quality while gaming and streaming

The A95L TV is loaded with HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM), Auto HDR Tone Auto Game Mode, you will have the advantage in shooting, sports and high-performance games with instant on-screen action. HDMI 2.1 has higher speed and enables more resolution, data handling and added features such as 4K 120Hz, VRR and ALLM. Auto Game Mode, the TV automatically switches into Game mode to minimise input lag and make the action more responsive. When watching movies on PlayStation5 consoles, it switches back to Standard Mode to focus on picture processing for more expressive scenes so that you enjoy ultra-smooth gaming, with clear movement.

6. With Game Menu, quickly manage game picture settings and assist functions in a single convenient interface.

The A95L series include an easy-to-use Game Menu where gamers can tailor their settings to their preferences, such as turning on or off VRR or Motion Blur Reduction with quick access. The Game Menu also allows users to increase the brightness in dark areas to easily spot objects and opponents with the black equalizer and can easily take aim on their opponents with six types of crosshairs. New this year is the ability to customize the size of the screen with the screen size feature to concentrate gaming with a smaller, focused screen.

7. Experience the Award Winning BRAVIA CORE, with the largest collection of IMAX enhanced movies with highest quality Pure Stream™ 80mbps exclusively and completely free on BRAVIA XR TVs

The BRAVIA Core app is a pre-loaded exclusively available in BRAVIA XR TVs movie service that allows for redemption of up to 10 new releases and 24 months unlimited streaming of top movies. With BRAVIA XR technology, Pure Stream™ and IMAX Enhanced, everything you watch is delivered with stunning visuals and expressive sound quality. With the BRAVIA CORE Calibrated mode, your movie will automatically adjust to the optimal picture settings to create a truly exceptional at-home movie viewing experience.

8. Less glare and reflection with OLED wide viewing angle beautiful colours from every possible angle

Glare and reflection make it hard to see images clearly, especially in dark scenes where depth and detail are often hidden. With OLED wide viewing angle, the extreme low reflectivity of outdoor light the OLED panel reduces this effect for incredible brightness, colour and contrast in almost any lighting conditions. Dive into the scene and enjoy immersive viewing without distraction. Watching TV from the sides has never been so satisfying. The next generation self-illuminating OLED panel on the A95L keeps constant luminance. Colours stay consistent and true across all viewing angles.

9. Explore an array of fun new TV experiences with BRAVIA CAM including gesture control, proximity alert and Ambient Optimisation Pro

Connect your with BRAVIA CAM, sold separately, for an even more immersive viewing experience. BRAVIA CAM recognizes where you are in the room and how far you are from the TV, then adjusts sound and picture settings so theyre just right. You can also enjoy an array of fun new TV experiences with BRAVIA CAM including Gesture control, proximity alert, power saving, optimization, video chat and much more.

10. With Hands-Free Voice Search feature, you can interact with the TV to play your favorite shows and movies

Find your favorite content faster than ever using the power of your voice, no remote required. With Voice Search, there is no more complicated navigation or tiresome typing, you just must ask. The built-in microphones on the television will allow viewers to have a truly hands-free experience. Viewers can simply talk to the television using Google Assistant to find what they want quickly or to play televisions shows, movies, and more without using the TV remote

11. Experience immersive and engaging cinematic content as the creator intended with support for Dolby Vision, IMAX Enhanced, and Netflix Adaptive Calibrated Mode

For the ultimate in picture quality, the A95L pairs the brilliance of 4K clarity with the brightness, color, and detail of High Dynamic Range (HDR). It features Dolby Vision and Dolby Atmos so that one can enjoy cinematic thrills at home. Dolby Vision brings scenes vividly to life for authentic viewing, while Dolby Atmos fills the room with immersive surround sound. With IMAX Enhanced this TV reproduces all the drama and excitement of the director’s imagination. Enjoy Netflix content in spectacular studio quality, just as the creator intended. Developed specifically for Netflix content, Netflix Adaptive Calibrated Mode works together with the ambient light optimization feature of BRAVIA XR TV to immerse you in your favourite shows by optimising the picture brightness based on your room lighting conditions

12. Enjoy picture and sound in complete harmony as screen is the speaker with Acoustic Surface Audio+ and XR Surround with 3D surround upscaling

The BRAVIA A95L OLED TV uses special actuators to turn the screen into a multi-channel speaker, so the sound matches precisely with what’s on screen. The two large actuators on the A95L, designed with a perfectly round shape, deliver more powerful and realistic sound to everything you watch. Sound comes directly from the screen with Acoustic Surface Audio＋™. Large actuators vibrate, uniquely turning the entire screen into a speaker to create powerful acoustics that move with the picture, so you hear a more realistic soundtrack with exceptionally clear and natural dialogue. Left and right subwoofers boost bass for truly immersive cinematic sound at home. With BRAVIA XR™, everything you watch gets the true surround sound treatment. XR Surround virtually creates surround sound from the sides and vertically using just the TV speakers, so you can experience 3D audio without the need for in-ceiling or up-firing speakers. The BRAVIA XR™ TVs are also compatible with Dolby Atmos.

13. Supreme pictures and sound in every environment with Ambient optimization, Light sensor and Acoustic auto calibration technology

The A95L with ambient optimization technology with light sensor automatically adjusts the picture brightness to room conditions, boosting brightness in light rooms and reducing it in dark ones so you get the perfect view. The unique ambient optimization technology with light sensor automatically adjusts picture and sound to your environment. The acoustic auto calibration technology detects your position and optimizes sound, so youll enjoy the same sound quality as if youre sitting right in front of the TV. Sound can change depending on your room environment. The OLED series also includes a light sensor that optimizes picture brightness to room conditions, boosting brightness in light rooms and reducing it in dark ones so you get the perfect view.

14. Enjoy superfluid Google TV user interface with handsfree voice search offering endless entertainment, works seamlessly with Apple AirPlay 2 and HomeKit

Now seamlessly integrate Google TV and bring together more than 700,000 movies, shows, live TV and more from apps and subscriptions and organize seamlessly. With BRAVIA XR OLED A95L, browse content from across your apps, intelligently organized just for you. Customers can easily find something to watch with personalized recommendations and bookmark shows and movies by adding a watchlist from their phone and watch it on TV to keep track of what to watch. Users can even add to their Watchlist from their phone or laptop with Google Search and find everything in one place.

Apple Home Kit and AirPlay support seamlessly integrates your Apple devices like iPads and iPhones with your OLED TV for effortless content streaming. Share your content on the big screen or control your TV with this latest feature support. With hands-free voice control built into Sony’s Google TVs, you can set aside the remote and just use your voice to search for entertainment, get answers, and control the TV and smart home devices. All you need is to say, “OK Google, turn on the TV” or “OK Google, what should I watch” and see it happening.

15. Dual Style viewing position with immersive edge futuristic design and flush surface metal bezel helps to focus on what’s important, the stunning picture

The has been designed to work in two different styles. The Front position style with One Slate design offers the most immersive experience possible, while the Back position style sets the TV close to the wall for optimum room harmony. The TV needs to be displayed on a shelf or plinth that is wider and deeper than the TV for safety. The premium metal bezel is so narrow that your eyes naturally focus on the picture and not what’s around it. The living decor turns your TV into an essential part of your living space with on screen artwork, personal photos, screensaver themes and clock functions.

16. With A95L OLED TV control all your devices with one smart remote

The comes with a small and easy-to-use remote control with six partner keys (Bravia Core, Netflix, Disney Hotstar, Youtube, Sony Liv and Amazon Prime) to access the favorite content and to dive into the world of OTT entertainment. With a flush surface featuring lower buttons and a special polyurethane coating, the remote is easy to wipe and keep clean. All buttons are specially coated with antibacterial material.

17. A95L OLED TV is designed to perform in the toughest conditions with the XR protection PRO

The new BRAVIA A95L MASTER series includes the new and improved X-Protection PRO technology made to last. Not only are they equipped with superior dust and humidity protection but also pass the highest standards of Sonys lightning tests, meaning your TV is safeguarded from lightning strikes and power surges. Keep enjoying seamless entertainment with a TV that lasts longer.

18. With BRAVIA, enjoy Sony’s advance engineering for sustainability in every scene

Sony is committed to sustainability from the development process all the way through to the viewing experience. This year select models use Sony-developed SORPLAS™, a 99% recycled plastic material that has reduced the amount of virgin plastic used by up to 60%. TV packaging size has also been reduced by approximately 15% and features a significant reduction in ink (approx. 90%) and plastic (approx. 35%).8 Additionally, BRAVIA CAM can recognize when viewers are no longer in front of the TV and dim the display to conserve energy.

Price and Availability:

Model

Best Buy (in Rs.)

Availability Date

XR-55A95L

339,990/-

Available now

XR-65A95L

419,990/-

Available now

This will be available across all Sony Centers, major electronic stores and e-commerce portals in India.

Murugappa Water Technology and Solutions (MWTS), a pioneer in innovative water management, has joined forces with Scalene Livprotec, a leading name in sustainable water solutions to redefine the wastewater industry. Together, they unveiled Aquatron – a groundbreaking wastewater treatment technology poised to revolutionize the water and wastewater industry. Aquatron treats wastewater using the various principles of Physics and brings it up to drinking water standards. There are no biological or chemical processes involved. Aquatron was unveiled at IFAT exhibition, a leading trade fair for water, sewage, solid waste and recycling, in Mumbai, today.

Dr. Rajesh Bhat – President, Energy and Water, Scalene Livprotec (left) and Mr Jayateerth Nadgir, Chief Executive, Murugappa Water Technology and Solutions (right) during the announcement of the partnership

Part of the INR 742 billion (USD 8.8 billion) Murugappa Group, MWTS is one of the countrys leading players in sustainable water treatment and management providing turn-key solutions from concept to commissioning in raw water, process water, effluent treatment and resource recovery systems. With over 4+ decades of presence across industries such as Sugar, Pharma, F&B, Chemicals, Ferrous and non-ferrous, Oil & Gas, Institutional, Semiconductor, EV, Textiles and Leather, MWTS has designed and commissioned more than 600 projects.

Sharing details about the collaboration, Mr. Jayateerth Nadgir, Chief Executive, MWTS said, “We have our laser-sharp focus on Revolutionising and Disrupting wastewater recovery. Our aim is to help our customers reduce operational costs and enjoy Return On Investment benefits. Aquatron is one such product with cutting-edge technology that will increase operational profitability and also, reduce environmental impact. Our association with Scalene Livprotec is set to be a game changer and we are excited about the upcoming interesting projects.”

Dr. Rajesh Bhat – President, Energy and Water, Scalene Livprotec said, “Aquatron represents a patented water recovery technology capable of achieving Zero Liquid Discharge (ZLD) and Zero Discharge of Hazardous Chemicals (ZDHC). This remarkable achievement is realized without the reliance on chemical or biological processes, Reverse Osmosis (RO), or Evaporator technology. It successfully recovers water to drinking water standards, all while avoiding the generation of toxic sludge and maintaining a low Total Cost of Ownership (TCO). By leveraging the principles of physics, Aquatron addresses the long-standing challenge of fully reusing water, marking a significant breakthrough in this field.”

Scalene Livprotec, a technology innovation company, invents disruptive Nature Restorative Technologies to prevent ongoing harm to life and the natural world and actively reverses the damage done so far and restores them to their original harmonious state. The technologies help to bolster an organizations profitability through high levels of automation in the domain of environment and healthcare. Backed by three decades of research, the company designs and develops next-generation technology straddling wastewater management, drinking water, bioenergy, healthcare, aerial biosafety, and advanced materials.

About Aquatron
Aquatron uses its patented Fine Particle Shortwave Thrombotic Agglomeration Reactor (FPSTAR) technology based on the principle of physics to convert the impurities present in wastewater into their elemental form and recovers clean water from it. This transforms industrial wastewater into a valuable resource, addressing the most pressing challenges in wastewater treatment. Aquatron, is indeed, a Water Time Machine that aids the circular economy of water.

The wastewater is bombarded with Specific Frequencies of Dissociation (SFoD) for the different elements in a resonating reactorThe dissolved solids get broken into their elemental form and get segregated as suspended solidsThe suspended elements agglomerate as mass of elements due to Vander Waals forcesThe impurities are recovered as elements in a non-toxic formClean water is recovered using a Reduction-Facilitated-Osmotic-Diffusion (RFOD) process instead of an RO processThe recovered water may be used as drinking water/ process water

Aquatron is industry and application-agnostic and can treat any effluent with ease and efficacy.

Aquatron removes hardness, arsenic, nitrates, heavy metals and PFAS

Aquatron reduces TDS, COD, and BOD by 95%

Aquatron removes turbidity, colour, total organic carbon (TOC), and Disinfection Byproduct Precursors (DBP)

The benefits of Aquatron are numerous:

Helps to achieve the lowest cost ZLD without evaporators 100% reuse of recovered water significantly bringing down water footprintResource recovery from sludge in element formByproducts in certain cases can reduce material costsAbility to earn carbon credits due to low energy use and innovative techTremendously low cost of ownershipModular growth of your water operationsFully automated plant that can be stopped and started based on load

About Scalene Livprotec
Scalene Livprotec is a technology innovations company, focused on arriving at breakthrough solutions in the areas of environmental sustainability and healthcare. With an inventions-first approach, all next-generation technologies in wastewater, drinking water, bioenergy, healthcare, aerial biosafety and advanced materials have one singular objective – to solve what current technologies fail to do. The Companys solutions and integrated business models uniquely tackle today’s complex challenges with unthinkable efficiency and safety.

Scalene Livprotecs technologies minimise adverse environmental impact while enhancing an organisation’s need for profitability by leveraging high levels of automation to minimise operational costs.

Backed by three decades of research, the solutions of Scalene Livprotec are a result of the application of biomimicry that replicates the sophistication of the science at work in nature, natural processes and materials. Scalene Livprotec is all about paradigm shifts for individuals, businesses and our planet.

For more details, visit livprotec.com

About Murugappa Water Technology & Solutions
Murugappa Water Technology & Solutions Pvt Ltd – MWTS, a part of the INR 742 billion (USD 8.8 billion) Murugappa Group, is a leading player in water treatment engineering services in India. MWTS approaches industry challenges holistically through its 4 ACES approach (Automation -Chemistry – Engineering – Services). It manufactures equipment and designs systems for water and wastewater treatment plants such as Aerators, Clarifiers, Media Filters, UF, RO and MBR apart from chemicals for the water treatment industry.

MWTS strongly believes in collaboration and co-development of solutions and treatment philosophy to offer complete turnkey solutions from concept to commissioning, in raw water, process water, effluent treatment, recuse/recycle, ZLD and resource recovery systems. With over 40+ years of knowledge base and experience, MWTS has commissioned over 600 projects across industries such as Sugar, Pharma, Food & Beverage, Automotive, Ferrous and non-ferrous, Oil & Gas, Institutional, Semiconductor, EV, FMCG, Leather, Textile, Chemical, Minerals & Mining.

For more details, visit www.murugappawater.com.

About the Murugappa Group
Founded in 1900, the INR 742 Billion (USD 8.8 billion) Murugappa Group is one of Indias leading business conglomerates. The Group has ten listed Companies traded in NSE & BSE. Headquartered in Chennai, the major Companies of the Group include Carborundum.

Universal Ltd., CG Power and Industrial Solutions Ltd., Cholamandalam Financial Holdings Ltd., Cholamandalam Investment and Finance Company Ltd., Cholamandalam MS General Insurance Company Ltd., Coromandel International Ltd., Coromandel Engineering Company Ltd., E.I.D. Parry (India) Ltd., Parry Agro Industries Ltd., Shanthi Gears Ltd., Tube Investments of India Ltd. and Wendt (India) Ltd.

The Group’s businesses hold leadership positions in several product lines including Abrasives, Technical Ceramics, Electro Minerals, Auto Components & Systems, Power Conversion Equipment, Transformers & Reactors for the Power T&D segment, Solutions for Railways in Rolling Stock & Signalling Equipment, Bicycles, Fertilisers, Sugar, Tea and Spirulina (Nutraceuticals). The Group has forged strong alliances with leading international companies such as Groupe Chimique Tunisien, Foskor, Mitsui Sumitomo, Morgan Advanced Materials, Yanmar & Co. and Compagnie Des Phosphat De Gafsa (CPG). The Group’s businesses serve customers across the length and breadth of India and in over 50 countries. Renowned brands like BSA, Hercules, Montra, Mach City, Ballmaster, Ajax, Rhodius, Parry’s, Chola, Gromor, Shanthi Gears and Paramfos are from the Murugappa stable. The Group fosters an environment of professionalism and has a workforce of over 73,000 employees.

For more details, visit www.murugappa.com.