New Delhi: Aimed at helping the common man protect himself from pollution and saving the environment, environmental consumer products company Nirvana Being has launched a bottle which filters water as you drink.

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Priced at Rs.950, the 550 ml bottle bobble uses active carbon filter to purify water and make it tastier.

"Municipal tap water is fit for drinking but most of us don't drink it because it tastes really bad. It has chemicals and chlorine. This filter (active carbon filter in bobble) removes all of that and makes that water pure and tasty," Nirvana Being founder Jai Dhar Gupta told IANS.

Made from entirely recycled material, the reusable bobble is Polyvinyl Chloride (PVC) and Bisphenol A (BPA) free, which requires a filter change costing Rs.450 after every 300 filtrations.

"Bobble offers pure and tasty drinking water at Rs.3 per bottle including the cost of the bottle and the filter and Rs.1.5 per bottle if we account only for the filter cost," added Gupta.

"Other than a couple of brands, all the other plastic bottles have PVC or BPA in the plastic which is carcinogenic, we are essentially drinking cancer. It is not only damaging to the environment, it is damaging to your health," he added.

Gupta said that on an average, 3-4 crore plastic bottles are dumped into landfills in India, destroying the environment.

In January, Nirvana Being launched a non-disposable and washable air filter called Vogmask, costing Rs.2,000. The reusable mask can be used for nine months.

According to the World Health Organisation (WHO), 13 of the 20 most polluted cities in the world are in India, led by Delhi.