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)