Ion Exchange and Bharat Petroleum announce strategic marketing initiative

Company Brief

Mumbai, July 20, 2009

Ion Exchange (India) Limited, pioneers in water management and home water solutions, and Bharat Petroleum Corporation Ltd., a global Fortune 500 oil company today announced an alliance which is one-of-its-kind, for a monsoon initiative that takes care of the health of people and their cars. A unique aspect of the scheme is that it is zero cash transaction.

When you purchase Speed petrol from a Bharat Petroleum petrol pumps in Mumbai, you get the equivalent value of redeemable coupons from Ion Exchange to buy their well-known ZeroB drinking water purifiers. So with purchase of Speed worth Rs.1500 you get coupons worth Rs. 1500, and a spend of Rs. 1000 on Speed, gets coupons worth Rs. 1000. When you buy BPCL’s Mac Lubricant you get ZeroB Suraksha, Ion Exchange’s tap attachment water purifier, absolutely free. The scheme will be available across 45 Bharat Petroleum petrol pumps in Mumbai. The petrol pumps will also carry co-branded hoardings of both the companies, and kiosks displaying Ion Exchange ZeroB purifiers. This tie-up is one of the many innovative initiatives by Ion Exchange which is a win-win for all involved.

Commenting on the alliance, Mr. Rajesh Sharma, Vice Chairman & Managing Director, Ion Exchange, said "During the monsoons, water contamination generally increases giving rise to many waterborne diseases that seriously affect the health of people; vehicles too have to weather very rough conditions which take a heavy toll on their running and maintenance. We are delighted to partner with Bharat Petroleum to spread awareness on preventive measures for both sets of problems. Ion Exchange brings it vast expertise in providing potable water solutions. Petrol stations can prove to be an ideal venue for us to educate consumers on the benefits of safe drinking water and to provide them with proper solutions."

Speaking on the occasion Mr. Shyamal Bhattacharya, General Manager Marketing - Lubes, BPCL, said "It has always been our endeavor at BPCL to introduce innovations that attract customers and enhance the buying experience at our petrol stations. The added attraction of the association with Ion Exchange is that our esteemed customers shall get the benefit of a healthier life for themselves and their families".

For further information, please contact:

Aurum Media

Sanjay Rammoorthy

Tel: 9820309691

Email: sanjay@aurumpr.com