Satish Gokhale and his team have designed SWACH - an innovative, low cost water filter, for TATA Chemicals. The filter addresses the larger issue of making clean and safe drinking water available to all at an extremely attractive price of less than Rs.1000. (Rs. 999) About Design Directions Pvt. Ltd. Design Directions is a user centric design company that offers innovative design strategy, solutions and services geared towards bringing “Hit” products and communication to market, with optimum costs and turn times. The company is owned by Satish and Falguni Gokhale both alumni of National Institute of Design. Design Directions designs software user interfaces (GUI), medical products, electronic products and capital equipment, brand identity, package design and sales communication that deliver maximum value to the end user. About SWACH Water Filter SWACH is an unique and innovative water purifier, which gives clean and safe drinking water without using electricity or running water - often not available in rural India. The core technology of the product is the filter that has been developed by TATA Research Development and Design Centre (TRDDC) and TATA Chemicals. This very efficient filter is made from a rice husk ash – a low cost natural ingredient. The filter is impregnated with nano-silver particles. This filter has the capability to kill bacteria and disease-causing organisms. It is replaceable. The filter has ample capacity and can purify up to 3000 litres of water. How Design Directions Pvt. Ltd. worked on the SWACH project and what we did. We worked closely with our clients in shaping this product. Our indigenous design process of defining and ranking real problems and creating a solution independent design brief coupled with our method of managing the innovative design process, we are able to deliver a product that was distinctive in look, easy to use and intuitive. Our design helped make our client's technology more effective. Our design - Looks upmarket and conveys hygiene and purity. It is easy to clean It is simple in construction and easy to assemble It is easy to manufacture And also easy to use We also incorporated an indicator that shows the life of the   filter.