One of the solid growing markets in Indonesia that remains untapped is the water purifier market. Although Indonesia holds six percent of the world’s fresh water resources, the quality of Indonesia’s public piped water is inadequate (contaminated with E. coli, fecal coliforms and other pathogens). Moreover, roughly 80 percent of the Indonesian population lacks access to piped water hence relying on river water for drinking, washing and bathing. However, the water of most Indonesian rivers do not meet drinking water requirements.

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