CrossAfrica Holdings is leveraging its official launch this week as a platform to unveil its new Cleansui water filtration system prototype under its newly established standalone subsidiary CrossAfrica Water Solutions.

The holdings group will on Thursday showcase a prototype point-of-entry membrane ultrafiltration system, ahead of possible plans to establish a manufacturing line under the Japan-based Cleansui brand in South Africa next year.

“We are starting to look at unique African applications and tailoring this point-of-entry membrane solution to adapt it to the unique requirements we find ourselves dealing with in South Africa and [further into] Africa,” CrossAfrica group MD and former Verbatim Middle East and Africa GM Manny Cross told Engineering News Online.

CrossAfrica Holdings, evolving and developing over the past three years, emerged out of a deal with Mitsubishi Chemical Corporation’s wholly owned company Verbatim, the South African entity of which was transferred to CrossAfrica Holdings on October 1 to strategically structure and position an independent company to facilitate focus on and unlock expertise in the information technology, lighting and water sectors across Africa.

Partnering with Bidvest subsidiary SA Water, CrossAfrica now aims to import membranes and roll out the solution onto a production line to deliver a product more geared to point-of-entry filtration, meaning water cleaning or filtration at the source of entry into an establishment – as the water enters the home or office environment, for instance.

The new company is seeking a site to trial the system, after which production will ramp up in 2017.

CrossAfrica has also received the backing and support of top South African water expert Dr Anthony Turton. He told Engineering News Online that the bundled package of technologies comprising the solution is what captured his attention, as well as the way it had been applied, along with the use of an ultrafiltration solution as opposed to reverse osmosis.

While reverse osmosis demineralises the water, the ultrafiltration solution delivers three phases of filtration. The ultrafiltration removes harmful substances, followed by the ion-exchange process to remove toxic metals, with activated carbon the last phase, all while retaining minerals.

“We are actually on a journey. We are not quite sure what the final outcome is but we see a convergence of technologies coming into play and that convergence of technologies is going to see the emergence of a potent range of technologies,” said Turton.

Cross added that, with South Africa – and the continent as a whole – short on water, there was a need to maximise and effectively use what water was available.

“[Water] is the one product that every living being in this world consumes. Therein lies the complexity but [also] the opportunity in the market,” he explained.

Meanwhile, CrossAfrica Holdings is launching its three standalone entities on November 3, allowing the operation to “adapt more favourably to the changing markets” across Africa.

“Since opening the Verbatim office in Johannesburg in 1994, trading conditions have evolved and in many respects are not as aligned to European markets as previously experienced,” he said.

Cross added that significant opportunity lay in the local manufacture and export of technology suited to Africa’s unique needs.

“The Southern African region, for example, has developed its own unique business culture, and presents different challenges and opportunities. These would be better served by an independent company delivering the same market-leading products with a greater emphasis on trade flexibility, providing solutions and forging local partnerships,” he said.

“[These are] really exciting times,” he commented, pointing to the extremely broad three structures able to link to and take the Mitsubishi technology to market locally.

CrossAfrica Technologies will be home to the Verbatim and Freecom brands, providing storage, accessories and three-dimensional printing material solutions, while premium lighting solutions, with a strong focus on light-emitting diode technology, will be sold through CrossAfrica Lighting.

CrossAfrica Water Solutions will offer water filtration products and technology bundles under the Cleansui brand.