Morf India Limited

MORF INDIA, established in 1998 as a partnership firm selling conventional domestic water purifiers and other household appliances, is today an ISO 9001:2000 certified and CRISIL rated public limited company and a leading player in water and sewage treatment industry.  With thousands of customers across South India, we are a vertically integrated and professionally managed organization led by a dynamic team of qualified technocrats.

Headquartered in Chennai, presently, we have full fledged branches in Chennai, Bangalore and Hyderabad.  Shortly, we will be opening a branch in Cochin. Behind our company’s success is our IN-HOUSE KNOWLEDGE HUB comprising environmental engineers, hydro-geologists, chemists, micro-biologists and other related professionals.

Over the years, we have developed a reputation for our flawless designs, cutting-edge technologies, quality products, seamless project execution capabilities and efficient after sales service.  With a vast range of products (standard and customized) in our portfolio, we have designed, manufactured, erected and commissioned treatment / purification plants of varying sizes starting from a threshold domestic model of 12 LPH to a massive 5,00,000 LPD for a wide spectrum of applications on a turn key basis.

In the area of after sales service, we initiated several innovative value additions - industry firsts - like Holiday Service, Comprehensive Guarantee and 24-hours Complaint Registration Facility.  

We have a fully equipped and efficiently manned state-of-the-art laboratory and possess the expertise to test any type of water (Raw Water / Sewage Water / Industrial Effluent / Sludge) on physical, chemical and biological parameters.  

Our treatment plants are designed to be cost-effective and help optimize operational efficiencies resulting in significant reduction in the running cost.  All our product designs are based on advanced formula and our processes are governed by professional systems and procedures.  These systems help us offer superior products, sound preventive maintenance support and timely service to all our customers.    By creating tangible and quantifiable benefits to our customers, we have demonstrated time and again that efficient water management is indeed a value investment.

We offer comprehensive solutions to myriad segments as diverse as homes, institutions, industries and communities. Our list of prestigious clients includes Government Organizations, Public Sector Companies, Indian Armed Forces, Central Research Institutes, Hotels, Restaurants, Hospitals, Universities, Colleges, Schools, Temples, Marriage Halls, Hostels, Charity Institutions, Corporates, IT Parks, Leather Tanneries, Marine Processing Companies, Fertilizer Manufacturers, Pharmaceuticals,  Bottling Plants, Architects, Construction Companies, Consulting Engineers, Interior Designers, Commercial Complexes, Residential Apartments and Individual Houses. 

As an organization, we continuously invest in Research and Development (R&D) activities to create new feature-packed, value-for-money products with unique features to meet the evolving needs of the customers.  For the past one decade, we have adopted ‘Total Ownership and Responsibility’ as our guiding principle to understand the requirements of our customers and give accurate solutions to meet their needs. 

As a proactive, vibrant, technology-driven and customer-centric organization, we have become a one-stop shop for all types of water and waste water treatment needs of all segments.

“To be recognized as a national leader in our chosen industry by offering holistic solutions through products of exceptional quality, cutting edge technologies, innovative value additions and thereby achieving absolute customer delight and enhanced shareholder value.”

Morf India Limited, as a responsible corporate organization, in the process of attaining our proclaimed vision, is committed to:

• Offering customers the best ‘value for money’ products of exceptional quality at competitive prices

• Meeting the evolving needs of customers by constantly seeking and acting on their opinions regarding product range, quality, choice, innovation and service

• Building the competence of our employees through sound and systematic training programmes while, rewarding them fairly with equal opportunities for all

• Improving profitability through investment in efficient systems, productivity enhancement tools and new technologies

• Working closely with suppliers to build long-term business relationships based on strict quality and price criteria

• Achieving market leadership through fair, ethical and transparent business practices

• Providing shareholders with outstanding returns on their investment

MORF is gradually expanding its product portfolio and bolstering its expertise in the execution of very large water treatment systems.  Presently, a major portion of our revenues are coming from residential and institutional segments.  We are already in the process of rapidly scaling up our presence in these segments in all the states we operate.

However, our presence in the industrial segment is quite insignificant. Our objective is to streamline our industrial marketing activities which are lagging behind and by 2011, we should be a dominant player in all the three segments namely residential, institutional and industrial segments in South India.

The market for domestic offline and online water purifiers (Non-RO) is expanding at an unprecedented pace.  Currently, this segment is dominated by a few national players.  MORF will be shortly launching state-of-the-art and competitively priced domestic water purifiers.  These products will help us reach out to the pyramid bottom.  By 2012, MORF should have a significant market share in this segment.

Reducing usage of fresh water and recycling of waste water have been steadily gaining momentum in the face of rapidly depleting water resources. This presents a potential business opportunity and a future growth area.  MORF wants to establish a firm foothold in sewage / sullage / kitchen effluent treatment and recycling industry.  Our R&D personnel are working on a break-through technology which is energy-efficient, chemical-free and cost-effective with shorter HRT cycles.

MORF has identified SOLAR and AIR PURIFICATION as potential future growth areas. Our R&D personnel have already commenced their endeavours in this direction. Our next foray is in to cutting-edge SOLAR and AIR PURIFICATION PRODUCTS for domestic, institutional and industrial segments.

MORF pledges to be a VALUE BRAND and an acclaimed national player in the Health and Environmental (H&E) product segments by 2017.

By offering a quality range of water and waste water treatment plants, purification system, water pumps, level controller & water treatment chemicals and by following ethical business practices, we have been able to be a corporate member of the following associations and bodies:

• Confederation of Indian Industry (CII)

• All India Management Association (AIMA)

• Madras Management Association (MMA)

• Indian Water Works Association (IWWA)

• Indian Environmental Association (IEA)

• Ozone Association of India

MORF INDIA manufactures a vast range of high quality products using cutting edge technologies and world class manufacturing processes. These products are manufactured using advanced designs which are completely formula-driven and are designed to deliver the guaranteed results with highly minimized recurring cost.  While we have a range of standard products to suit varying requirements of different segments (Homes / Institutions / Industries), we also manufacture customized products (large centralized plants) based on the specific requirements of our customers.  Complete automation of these products is made possible by using high definition PLC, DCS and SCADA.

Our vast range of products encompasses the following:

Vertically integrated services offered by us cover every aspect of our product range resulting in maximizing the overall performance level of our products.  MORF has a team of very efficient and qualified service personnel who are professionally trained to swiftly and effectively attend to the service requirements of our customers. We maintain a fully computerized data base of all our customers and the customized software helps us track and monitor the performance of the supplied products and also ensure proper and timely supply of spares and consumables. Our services include:

• Consultancy Services Engineering Support

• Laboratory Services Pilot Plant Study

• Post Sales Service Upgradation and Modernization

We also offer some very critical allied support services like water management surveys, water audits, treatability and feasibility studies which add immense value to our core services.

Our range of water and waste water treatment plants, purification systems, water pumps, level controller and treatment chemicals caters to the requirements of various industries and sectors. Some of the application areas of our range are mentioned below:

Sectors:

Infrastructure plays a vital role in the growth course of an organization. Infrastructure of an organization will have to be adequate and in proportion with the business volumes of that enterprise.   Lack of infrastructure or inadequate infrastructure may lead to chaos and collapse of an organization. 

Proper infrastructure is reflective of the size, strength, professionalism of a business enterprise and greatly helps the business enterprise to scale up its operations with ease. 

We have gradually built up our company’s infrastructure and proportionately expanded it over a period of 10 years of operations.  MORF periodically reviews the adequacy of its infrastructure and strengthens it in accordance with its business needs.

MORF employees are the key drivers of value creation in our organization and their determination, dedication and meticulous efforts drive our growth. We are proud of our dedicated pool of talent

Behind our company’s success is our IN-HOUSE KNOWLEDGE HUB comprising environmental engineers, hydro-geologists, chemists, micro-biologists, design engineers, marketing / advertising professionals and other related professionals. We have close to 100 employees in all our locations put together.  These employees are sufficiently qualified and have been groomed to be specialists in their respective departments.

We continuously conduct training programs through in-house experts and reputed external trainers to expand the capabilities of our employees. This results in accelerating and aiding a magnificent career graph with MORF INDIA. Our training programs play a vital and strategic role in enhancing the efficiency, productivity and performance of our employees which we see as a long term investment.

With strict quality benchmarking and quality control, MORF INDIA LIMITED is in pursuit of excellence and will strive towards:

• Consistently providing customers with quality products and services exceeding their expectations

• Ensuring that all our products comply with relevant safety and regulatory requirements

• Making these products and services available when and where customers want them

• Developing a cost structure that enables competitive pricing by increasing productivity and efficiency

• Empowering our employees with adequate training and orientation to optimize their performance in the delivery of products and services

• Fostering an atmosphere of continuous process improvement and problem prevention

• Establishing quality requirements (MAQL) for suppliers and contractors and ensuring compliance

• Providing an environment which encourages team work

• Utilizing statistical methods to periodically measure and maintain process control

• Building and maintaining an impeccable reputation of absolute trustworthiness

Research and Development (R&D) is an integral part of our strategy for achieving growth, profitability and sustainability of our business. We fully understand that new products and design developments are very crucial to the survival of a company in a world that is rapidly changing.  Therefore, we continually review and revamp our designs and range of products to meet the emerging preferences of the markets. 

As an organization, we adequately invest in Research and Development (R&D) endeavours to create new, futuristic and value-for-money products with unique features to meet the evolving needs of the markets.

We have a small team of dedicated in-house research professionals who continuously investigate potential growth areas and also experiments on the existing range of our products.  We are also in the process of engaging external research institutes to aid us in our research activities.

Our research activities are performed to:

• Achieve an edge in product and process technologies in terms of efficiency, safety, reliability, optimization of operational costs and automation

• Gain in-depth knowledge in environmental science and technology

• Confirm the efficacy and environmental compliance of new technologies by subjecting lab-scale pilot units to extensive performance and endurance tests

• Develop products which are easy to manufacture and service

• Develop of advanced investigation tools

• Conduct product life cycle analysis (PLCA) to assess the environmental impact and evolve ways to minimize the impact

• Create intellectual properties and patents

Our current R & D programs include:

• Development of state-of-the-art UV intensity meters

• Switches to monitor and control UV performance in domestic water purifiers

• Development of ozone-based domestic water purifier

• Advanced automation of valve actuating systems

• Optimizing RO pretreatment processes

• Development of economical and energy-efficient centralized RO plants

• Development of low-cost and service-free off-line domestic purifiers

• Development of sewage treatment technology, which is energy-efficient, chemical-free and cost-effective with shorter HRT cycles

Over the years, we have built ourselves as a trusted partner for our customers spanning diverse segments through products of exceptional quality, flawless project execution capabilities and efficient after sales service. We have customers in all segments namely government organizations, public sector companies, builders, architects, commercial corporations. We also have a good number of celebrity customers.

Some of our renowned clients are as follows:

• Life Insurance Corporation of India

• Madras Fertilizers Limited

• Employees’ State Insurance Corporation

• Petroleum Officers' Housing Society

• Southern Railways

• Indian Oil Corporation

• Food Corporation of India

• Department of Lighthouses and Lightships Ministry of Shipping

• Station Head Quarters

• Indian Armed Forces

• University of Madras

• University of Hyderabad

• Anna University

• Tata International Limited

• TVS Sundaram Motors

• Domino’s Pizza

• Hotel Ambassador Pallava

• Hotel GRT Temple Bay

LIFE INSURANCE CORPORATION OF INDIA
MADRAS FERTILIZERSMFL LIMITED - MFL
EMPLOYEE' STATE INSURANCE CORPORATION
ONGC - PETROLEUM OFFICERS' HOUSING SOCIETY
INDIAN OIL CORPORATION
FOOD CORPORATION INDIA
AAVIN - TAMILNADU CO-OP MILK PRODUCERS FEDERATION LTD
SOUTHERN RAILWAYS
NEYVELI LIGNITE CORPORATION LIMITED
TAMILNADU NEWSPRINT AND PAPERS LIMITED, GUINDY
CENTRAL INSTITUTE OF BRACKISH WATER AQUACULTURE
SAMEER - CENTRE FOR ELECTROMAGNETICS - R & D UNIT/DEPT OF IT
STRUCTURAL ENGINEERING RESEARCH CENTER, TARAMAMI
DEPARTMENT OF CO-OPERATIVE AUDIT
DEPARTMENT OF LIGHTHOUSES AND LIGHTSHIPS-MINISTRY OF SHIPPING
STATION HEAD QUARTERS - INDIAN ARMED FORCES
AREA SIGNAL COMPANY - INDIAN ARMED FORCES
MILITARY HOSPITAL, DEFENCE COLONY
CONSULATE-GENERAL OF JAPAN, TEYNAMPET
HEADQUARTERS, CHIEF ENGINEER, CHENNAI ZONE, ISLAND GROUNDS

Quality Policy

Quality is a comprehensive and fundamental belief for leading and operating an organization aiming at continuously improving performance over the long term. With strict quality benchmaking and quality control, MORF INDIA LIMITED in pursit of excellence will strive towards :
Consistently providing customers with quality products and services exceeding their expectations
Ensuring that all our products comply with relevent safety and regulatory requirements
Making these products and services available when and where customers want them
Developing a cost structure that enables competitive pricing by increasing productivity and efficiency
Empowering our employees with adequate training and orientation to optimize their performance in the delivery of products and services
Fostering an atmosphere of continuous process improvement and problem prevention.
Establishing quality requirements (MAQL) for suppliers and contractors and ensuring compliance
Providing an environment which encourages team work
Utilizing statistical methods to periodically measure and maintain process control
Building and maintaining an impeccable reputation of absolute trustworthiness.