AVPN Global Conference 2023 | 20 - 22 June 2023


Folia Filters Consumer Market Trials

Bangladesh, Indonesia and Mexico consumer market trials to localize past efforts by running marketing research and initial retail sales to establish a retail playbook/recipe for fast-moving consumer goods (FMCG) distributors.


Click here to learn more about the Impact Organisation

This is member exclusive
content. Click here to unlock

Social causes

SDGs covered

Endorsed by

Market of Implementation


  • 2.1 billion people drink contaminated water including tap water and contaminated bottled water
  • Low-income overpay for water, paying more in both relative and absolute terms than upper income.
  • i.e. huge opportunity for cost savings from existing paying customers
  • Existing products are either expensive or low quality
  • Lack of quality solution leaves a huge unmet need


Products & Services
The Folia Filter™
  • Safe germ-free water for a family for a week
  • Kills disease-causing viruses and bacteria
  • Physically screens out parasites
  • Patent-pending technology is the result of 10 years of scientific research
  • Packaged like simple coffee filters
  • Flow rate: 2 to 4 liters/hour
  • Retail price: 50 ¢/50 liter filter paper ( 1¢/1L)
  • 60% margin for importer and their downstream customers
Target Market
  • 3 billion low-income people in developing countries who make $2-10/day
  • Existing $20B household water market, $58B bottled water market
  • Start with lower middle class or comparatively better off low-income urban E.g. Mumbai, Bangkok
  • Start in Mexico City and Jakarta
  • Higher awareness,
  • Well provisioned retail stores
  • Position as 75-90% savings vs. bottled water
  • Expand down market and across geographies
  • Years 3-5+ $330M NGO/$26B govt markets
Business Model
  • New product category within food/beverage consumer goods: water filters

Unlock this content

This is member exclusive content. Become an AVPN member and unlock more insightful content.

Deal Share - Contact


Deal Share - Contact