Leading in Water Purification With Innovation, Sustainability

Q: What innovations or strategic decisions have positioned PURA as a leader in sustainable water purification compared to traditional solutions?

A: PURA was created to address the global water crisis, which affects over 3 billion people. Our solution combines water purification technology with a triple-impact approach to sustainability. We focus on two key areas. The first is water regeneration and reuse, including wastewater treatment and desalination for communities, agriculture, and industries. The second is household and small business water purification, providing a more accessible and sustainable alternative to bottled water.

The company was founded 16 years ago in Argentina, and three years ago, we relocated our R&D base to Mexico due to its economic stability and high bottled water consumption. Through e-commerce platforms like Amazon, Mercado Libre, our website, and soon TikTok Shop, we offer purifiers for homes and offices. Beyond commercial efforts, we drive social impact projects, such as 40 water stations in Mazunte and Zipolite in partnership with GIZ, reducing plastic waste in hotels and restaurants. We are also developing small-scale seawater regeneration plants to support fishing communities in Baja California Sur, improving ice production and facilitating fish exports.

PURA is a certified B Corp with a strong commitment to sustainability. We lead the Water Positive think tank, measuring the volumetric benefit of water to ensure a real impact in both communities and households.

Q: How has the water purification industry evolved over the past three generations, particularly in response to shifts in water quality, emerging contaminants, and regulatory changes? 

A: The water purification industry has evolved significantly. Argentina, historically a pioneer in water treatment, saw early developments tied to the Industrial Revolution, particularly steam boilers for locomotives and industrial applications. However, economic instability led to the departure of foreign experts, leaving behind highly skilled local professionals who continued advancing the field.

My grandfather, a scientist, leveraged Argentina’s growing expertise in chemistry and polymerization to address a major water issue shared with Mexico — arsenic contamination. He collaborated with geologists and medical experts to identify natural purification patterns. My father continued this research independently, and my brother and I later developed a compact device capable of removing arsenic in households. Previous devices were limited to industrial use.

This innovation led to PURA’s founding. Unlike conventional domestic filters, we applied industrial-grade technology to home solutions. Using our own capital, we launched prototypes on Mercado Libre in 2008 and grew alongside the rise of e-commerce. By 2015, we had developed proprietary technology, secured 11 patents, and began manufacturing in Asia while maquiladora operations in Mexico now support US exports. Our approach remains deeply interdisciplinary, integrating science and global innovation to provide cutting-edge water purification solutions.

Q: PURA has developed and patented 11 technologies. How does your R&D process fosters disruptive innovation while ensuring technological scalability and affordability? 

A: PURA’s R&D process prioritizes disruptive innovation by leveraging China’s highly integrated industrial clusters. These hubs foster collaboration between universities and companies, accelerating the transformation of ideas into scalable solutions. Manufacturing within a 60km radius minimizes our carbon footprint while ensuring high-quality, cost-effective production.

Our goal is to make advanced water purification technology accessible across industries, homes, and businesses. We uphold a commitment to 100% operational efficiency, ensuring every unit contributes to measurable water purification impact. With initiatives like Water Positive, we can now quantify these benefits, positioning us for emerging water credit markets, which are expected to reach the scale of carbon credits.

Q: How does PURA leverage AI, IoT, or predictive analytics to enhance the efficiency and performance of its purification systems? 

A: PURA leverages AI and data analytics to enhance water purification by processing insights from over 250,000 customers. Through consented data collection, surveys, and reviews, we refine our technology and advance personalization, particularly in the restaurant sector.

One key innovation is AI-driven customized water flavors, enabling chefs to tailor water profiles to customer preferences. We also promote free water as a hospitality standard, while offering sustainable bottled alternatives with minimal carbon footprint. By integrating AI with real-time consumer insights, we empower restaurants to optimize water use responsibly and enhance guest experiences.

Q: Which industries rely the most on your technology, and how do their specific water treatment needs shape your approach to innovation and product development? 

A: PURA serves industries where water quality is critical, with key clients in hospitality, food processing, pharmaceuticals, and semiconductors. Compliance with new regulations like NOM 001, NOM 002, and NOM 003 has made hotels and restaurants particularly reliant on our solutions to avoid fines and operational risks.

Industries requiring ultra-pure water, such as pharmaceuticals and semiconductors, drive innovation in our purification technology. Growing consumer demand for eco-friendly solutions, like plastic-free and low-carbon-footprint water, further shapes our approach.

Q: How does the Mexican market differ from other regions where PURA operates in terms of water quality challenges, regulatory landscape, and consumer awareness? 

A: The Mexican market is seeing a growing shift toward water purification. The country’s strong e-commerce environment also facilitates the adoption of these solutions. Industrially, agriculture presents a major opportunity. Like China’s greenhouse expansion since 2008, Mexico can boost food production by integrating water purification technology, maximizing output with minimal water use. Its strategic location near the United States further enhances its potential.

Regulations are comparable to other markets but could improve in areas like seawater utilization. With proper policies, Mexico could become a leader in desalination, unlocking vast agricultural potential in regions like Sonora, Sinaloa, and Baja California.

PURA offers containerized, ready-to-use solutions for regenerating wastewater and regenerating brackish or seawater for use in agribusiness, industry, and communities. This allows for the availability of purified water at all times.

Q: How can Mexico’s water infrastructure be restructured to enhance adaptability and risk mitigation, while ensuring long-term resilience against extreme weather events? 

A: To enhance Mexico’s water resilience, efforts should focus on three key areas. First, it is crucial to expand purification technology to areas relying on rainwater collection and investing in education to improve water management practices. Many communities, especially in Mexico City, depend on rainwater, but without proper purification, its potential remains untapped. Increasing awareness and training on water conservation will help maximize its use.

Second, it is also essential to address infrastructure issues, particularly leaks. Nearly 40% of Mexico City’s water supply is lost due to leaks, highlighting the urgent need for large-scale repair projects. Investing in maintenance and modernization will ensure that the existing network functions efficiently, reducing unnecessary waste and improving overall supply reliability.

Finally, Mexico must embrace water recycling and alternative sources. Cities like Singapore and states like California have successfully implemented advanced water reuse systems, setting a precedent for sustainable management. Additionally, exploring non-traditional sources, such as desalination, could alleviate pressure on groundwater reserves. By integrating technology, improving infrastructure, and promoting responsible consumption, Mexico can build a more sustainable and resilient water system for the future.

Q: What trends in water sustainability do you foresee shaping the industry in the next decade, and how is PURA positioning itself to lead these changes? 

A: The future of water sustainability will focus on making purification more accessible and integrated into daily life. PURA is positioning itself to bring water purification directly into homes, making clean water as commonplace as discussions on carbon footprints and climate change. The goal is to raise awareness about water footprints and empower individuals to take action.

A key trend will be transforming urban spaces, such as parking lots, into modern wetlands that recycle water for everyday use. As household appliances become more water-efficient, the challenge lies in maintaining water quality. This shift requires a collective understanding that water must be central to sustainable living.

PURA’s strategy involves providing convenient, cost-effective purification solutions for households while also working with industries to implement advanced water technologies. The future of water is undeniably technological, and PURA aims to lead this transformation by integrating smart purification systems into both homes and businesses.

Q: What are the company’s primary objectives for 2025 in terms of innovation, market expansion, and sustainability? 

A: In 2025, PURA aims to strengthen its leadership in e-commerce and expand its presence in households across Mexico. The company also plans to enter the US market, expanding its value proposition internationally. PURA also seeks to collaborate with regenerative agriculture, industrial, and community projects to address water challenges. By providing technology for the design, manufacturing, and implementation of purification systems, the company aims to contribute to sustainable water solutions and help mitigate the global water crisis.

PURA, founded in 2008, with a know-how based in the beginning of the modern water technology industry in the 1960s, is a third-generation water management company. As a certified B Corp, PURA upholds the highest social and environmental standards, ensuring that its operations benefit both people and the planet.