This World Water Day, we wish to highlight the gross injustice committed with the water resources available to humanity as a whole. Our oceans, which contain 96.5% of the water are a unique moniker of our planet, and probably the reason life exists the way it does.
71% of the earth’s surface is water, yet headlines today talk about water shortages crippling entire cities. Extreme environmental changes, lack of water management and planning, overexploitation and contamination are choking some of the world’s largest settlements. Read about how Cape Town, one of South Africa’s largest cities is expected to have taps run dry in a few weeks
The problems are not new, we had Sao Paulo, another major city in Brazil and considered its financial capital, facing a similar situation in 2015. It’s not just the shortage of available water resources that has started to affect us. Developing countries, with high populations and inadequate water infrastructure, unbeknownst to their citizens, regularly supply water of questionable quality. Residents that depend on groundwater are no better off, facing acute depletion of the water table and increasing pollution and mineral levels in the water extracted.
As per statistics almost 3/4ths of India regularly receives water that can be classified as hard. The WHO advises against the use of water with TDS beyond 500 ppm for daily use. Yet, many citizens remain helpless due to the lack of options available to them. The effects are painfully evident. A country with one of the lowest average ages in the world, is increasingly searching for solutions to hair fall and skin related issues.
Hair is one of the defining aspects of a person’s appearance. It’s association with health, wellness and virility are genetically programmed in the human mind. In 2015, Renaura set out to solve what we discovered was a recurring problem in major towns and cities of India. Hard Water was affecting people’s hair. We discovered that in multiple cities people were complaining of hair related issues like recurring flaking, dandruff, and accelerated hair-fall. There was a lack of awareness both about the problem and of relevant solutions in the market. Working with premium salons and beauty professionals we realized that technology for these problems needs to be tailored specifically to the Indian diaspora. Our years of work on this resulted in the development of the iluvia professional range, which focuses on bringing technology based solutions tailored to the unique challenges faced in specific geographies across the world. With the launch of iluvia Hard Water Shampoo, we wish to provide wellness and beauty professionals the right products to effectively assist consumers with their problems and educate them on how to take better care of their hair.
Visit www.iluviaprofessional.com for more details about our products
