Ion Exchange (India) Ltd has launched Zero BD – ferrous water purifiers in Kolkata. The purifiers can treat the harmful effects of iron found in water. The decision to introduce the purifiers for the Kolkata market was prompted by a study carried out by the West Bengal government’s water investigation department on iron content. The study revealed that iron content in water at some wards in Kolkata is 10 times higher than the prescribed tolerance level. Addressing the press, Ramesh Rath, Vice President of Ion Exchange said, “Eastern India is a critical market for the company and it is making a sizeable investment in terms of people, distribution, services centres and promotion to tap the potential.”