Value of water

Only after building a solid reputation abroad, did we decide to ‘spin-off’ into our home market and expand our operations domestically, says Tee.

TAP water is not clean to drink directly. Surely, all of us have at one point or another have been told this but according to Tee Tone Vei, this has been a misconception.

“Due to concerns about incoming water quality, many people have been taught from a young age to avoid consuming water directly from the tap. However, users can enjoy high-quality purified water easily with proper filtration,” he says.

Recognising the global fundamental issue which is access to clean water, Tee founded INTRIX Group in 2003, so he could build, innovate, design and change the world in the process. Utilising his expertise in heating, ventilation and air conditioning (HVAC), Tee and his team of engineers and innovators secured a design project for the largest heating company in the UK and the top water heating company in Germany.

The company grew its reach in the overseas market and got a big break in 2012 when it installed 1,000 units of hand-washing machines in the Olympic London Stadium. The success of these commercial projects boosted Tee’s confidence, and INTRIX Group soon entered the non-commercial segment.

Setting his own path

Discussing more about the formation of the company, Tee admits that he approached the business unlike most Malaysian SMEs. “You could say our approach differed in several ways — for starters we focused on technology acquisition from a local perspective instead of overseas sources. This ensured a strong foundation for our operations.”

Tee also looked at a reverse investment strategy.

“While many SMEs begin with manufacturing and gradually allocate funds towards research and development (R&D), we adopted an alternative approach,” he elaborates. “Our initial focus was on providing R&D consultancy services in the UK and exporting our technical expertise. Only after achieving success in the UK market did we venture into manufacturing.”

Also, unlike most SMEs, INTRIX set out to establish itself in the export market first before exploring opportunities locally.

“Only after building a solid reputation abroad, did we decide to ‘spin-off’ into our home market and expand our operations domestically,” adds Tee. “This unique journey sets INTRIX apart, showcasing our innovative strategies and our commitment to quality and expertise.”

Based on its success with multi-usage taps in the UK, the group started developing a similar product that catered to the Malaysian market. The result of this was the INTRIX One Tap, a multi-usage water purifier tap, aimed at making healthy water accessible and affordable to all Malaysians, while preserving its natural minerals.

Quality on tap

Tee reveals the adoption rate of multi-taps has been increasing in Malaysia, especially in the post-pandemic era, as consumers become more aware of their benefits and convenience.

“This is why we developed INTRIX One Tap — to offer the convenience of instant access to purified ambient and hot water, seamlessly catering to various kitchen tasks such as drinking, cooking, washing and sterilising, all consolidated within a single tap.”

He explains that the INTRIX One Tap filtration system effectively removes 99.99% microbes up to 0.01 micron (μm).

“Additionally, the multipurpose tap design features a heat proof design and a unique Push-To-Activate technology, allowing it to dispense hot water of up to 98°C whilst minimising unwanted accidents.

“It also only requires one filter cartridge replacement per year, unlike most water purifiers that require several cartridge changes as well as continuous cleaning.”

Other unique design features of the INTRIX One Tap is its sleek and modern aesthetic, which aligns with the current trend of minimalist design. Its clean lines and stylish finishes enhance the visual appeal of contemporary layouts and designs, perfectly aligning with the modern kitchen’s emphasis on both functionality and aesthetics embodied by the current minimalist ID trend.

It is also equipped with a titanium inner core, which is a distinctive feature as it prevents corrosion, hazards and limescale build-up, ensuring a longer lifespan and high-quality purified water.

Positive disruption

According to Tee, the water purifier industry as a whole is experiencing steady growth, with an annual growth rate of approximately 8.5%. However, he admits that the One Tap specifically has shown remarkable progress in recent times.

“Over the past 12 months, our sales have tripled, indicating a strong market demand and customer preference for this product. This significant growth demonstrates the value and appeal of the product among consumers in Malaysia mainly due to the sleekness of its design as well as usability.”

Part of this success, Tee opines, is the group’s unique approach in competing in the water purifier market by focusing on disruptive strategies that address undiscovered customer needs.

“We target a specific segment of the market that values not only the functionality of water purifiers but also places importance on kitchen design, aesthetics, space-saving, safety, sustainability and overall quality of life.”

He adds, “Our strategy revolves around delivering innovative and high-quality products that meet the unique requirements of this target market. We invest in R&D to continually enhance the functionality, reliability and design appeal of our products. By focusing on the upper end of the market, we differentiate ourselves from competitors and aim to capture the attention of customers who prioritise both functionality and aesthetics.”

More than just clean water

Beyond business, INTRIX Group has set its sights on developing and nurturing the next generation of engineers.

Tee reveals that the group is involved in various training programmes, collaborating with several educational institutions such as Universiti Tunku Abdul Rahman (UTAR), SEGi University and Universiti Kuala Lumpur (UniKL) to cultivate interest in engineering among young students. This includes participation in seminars, workshops and training programmes aimed at providing insights and practical skills to the younger generation.

“We believe that guiding the younger generation is crucial to ensuring a strong and innovative future for the engineering industry.”

Today, the group has developed some of the most innovative inventions in water and heating technology. His team has accumulated 19 patents, and their technology is currently being used by the largest brands across Europe and the UK.

Growing from strength to strength, the group has been selected to install their products in the world’s second-tallest building, Merdeka 118. “This demonstrates recognition of the excellence of INTRIX products and brand reputation,” states Tee.

“We also plan to enter the markets of Australia, Singapore and Vietnam this year as a strategic move to open up new opportunities for growth. Entering these new markets enables the group to expand its global presence and reach more customers. By taking this step, INTRIX Group may have the opportunity to collaborate with various local partners, broaden its product range and build relationships with international customers."

This article first appeared in Star Biz7 weekly edition.