Praise pours in for EQUIL mineral water
Praise pours in for EQUIL mineral water
EQUIL Director Morgen Sutanto never fails to give special
advice to visitors to Villa D'Equilibrium, the impressive office
and factory in the foothills of Mt. Salak, West Java.
"Try the water for yourself," Sutanto will urge as visitors
near the gurgling spring.
A mouthful of pure, almost sweet water is enough to win over
the naysayers who swear all mineral and bottled waters taste the
same.
EQUIL, Indonesia's only natural mineral water, is undeniably
different. Certified by Codex Alimentarius, the FAO food
standards body, it conforms to strict criteria for such water.
Both sparkling and still, it is contaminant-free, not
processed and hygienically bottled at the spotless facility.
Sutanto's goal is raising awareness among the public of
differences between natural mineral water -- that is untreated --
and mineral water, including some market leaders, which can be
chemically treated to remove impurities.
The product surfaced as an idea during a late 1980s trip to
Europe.
"In Venice enjoying a late bottle of wine and a glass of
natural mineral water, I suddenly realized Indonesia should have
its own such water," he said.
After 10 years of research production began in 1997.
Sutanto identifies an upmarket of expatriates and affluent
Indonesians. EQUIL's profile was raised when it became the water
for the Presidential Palace and Cabinet meetings.
"I'm so proud that a local product can compete with foreign
products. At some major stores, EQUIL outsells Perrier and
Evian."
EQUIL is also available in many exclusive hotels.
"EQUIL is an outstanding water," said Luis Fernandes, managing
director of The Dharmawangsa Jakarta, a Rosewood Hotels and
Resorts group hotel and the only Indonesian hotel selected for
Preferred Hotels and Resorts Worldwide.
Fernandes said his guests were sometimes baffled by EQUIL's
exclusive taste and appearance.
"At first they are surprised, they think it is imported,
especially after tasting it. Even in these tough times, EQUIL
still maintains consistency in standards and presentation.
"The product matches the image of the hotel."
EQUIL is short for "equilibrium", a reflection of company
philosophy.
"We are not just profit-seekers. We seek equilibrium in life,
balance for all who drink EQUIL.
"Someone can look at people drinking EQUIL in a restaurant and
know they are making a statement about who they are and what they
want in life."
The message is also destined for distant shores. Talks are
underway in Singapore and Australia, with exports expected to
begin later this year. (Bruce Emond)