About Us

 

 

 

Our Background

Since the establishment of CROSSLINK in 1986, the company has been very active and focused in the design and construction of various water purification system for numerous industries.

 

On the job, two of the many encounters with the doubtful quality of our city water triggered the company’s decision to move into the domestic market. Before these incidents, we assumed that household filter was not necessary, as our municipal water supply was adequate for direct consumption.

 

The first case took place in 1999, not long after the outbreak of Japanese Encephalitis (JE) in Bukit Pelanduk, where many pig farmers died. Crosslink was awarded a project to design and build an ad hock water treatment plant to treat the water for the aftermath residents. Before commencing the project, I was shocked to realize that, as the water source was scarce, a highly inappropriate tube-well at a nearby oil palm plantation at Tanah Merah, was used in desperation. The existing so-called ‘water treatment system’ was solely chlorinated by bubbling chlorine gas directly into the reservoir, via a few porous diffusers.

 

After so many years, I still wonder if the residents had already been supplied with the barely-treated water before our system was installed, considering that the water supply source was scarce prior to my arrival. Also, had the JE outbreak not occurred and attracted media attention, would the residents have gotten a properly treated water supply? Until today, I had qualms that perhaps, the soiled water may also have had an indirect link to the JE outbreak, or was the outbreak truly from the spread of JE virus (Nipah virus)?

 

The second case took place when I was going through a project tender in 1993. While I was going through the documents of a fairly large international bidding project, I noticed a special note attached to the list of water analysis reports on our city water stating, ‘(in an epidemic)’ – documented just beside the Free chlorine content. To me, the comment by the consultant was a tad sarcastic as he assumed that our city water had to maintain such a high chlorine level because our country had been and would be encountering an epidemic forever.

 

Our municipal water authority may have their reasons to maintain this epidemically high chlorine content, but as a consumer and a professional myself, I could not sit still and do nothing. Distastefully, I noticed that the situation took a turn for the worse lately, as there is a considerable rise in the number of unprofessional traders, capitalizing on the problem of high chlorine content. Although these traders sell water filters that can remove chlorine, these filters also generate tasteless toxin in the process – poisoning households without consumers’ notice.

 

Our Vision

Challenging yet noble, we aim to tackle the Malaysian health ministry’s statistic.

A few years ago, our health ministers disclosed the hard, cold statistics, through newspapers, that Malaysia had one of the highest cancer-rate among all countries in the world, and Chinese outnumber the other races. Coincidently, Chinese population also outnumber the other races in the installation of household water filter.

 

Until now, there are no updates on the statistic, and the most likely reason to this uncertainty is that no one has yet to see the light at the end of the tunnel. As years passed, Crosslink still insists that the major cause was the carcinogen-generating household water filter as mentioned in our book “The hidden cruel truth”.

 

At the ground level, utilizing basic scientific knowledge, we have no difficulty convincing the public to switch their trust from the commercial water filtration gimmick, to that of the World Health Organization’s recommendation. Although our explanation has never been disputed when we approached the public, the number of people we have met, as compared to the overall population, is just the tip of the iceberg.

 

Our Marketing Plan

Our mission can never be achieved without public involvement. We hope to get the ball rolling, with the following marketing plan.

 

In reality, the majority popular household water filters allows a big gap of profit between the original equipment manufacturer and the end-users. A big chunk of profit is taken up by middle-men and advertising cost.

 

Nevertheless, many end-users are willing to pay sky-high prices, believing that the specially-treated water has healing effects. However, do not forget that the more effective a product is, the more side-effects would appear afterwards. Imagine a hot-selling water filter which costs over RM10K. Its manufacturing cost may be well below RM500, and worse still, the dirty filter will sooner or later generate toxin. Money may not be the root of all evil, but surely, it attracts many business opportunist, waiting greedily at every corner to con, not only money, but also the entire family’s health.

 

Our rather simple marketing plan is to reward health-conscious keen-readers with an attractive proposition; we offer a selling price that is below our cost of water filter – solely for their personal use. In return, after trying out our system, we hope that these buyers will join us as marketing agents (be it freelance or full time).

 

To qualify for the offer, we need the interested person to drop in to Seri Petaling, Kuala Lumpur, our headquarters. You will be welcomed at our doorstep by our R&D product i.e. beautiful, big and healthy Japanese Carp/Koi fish. Unfortunately this offer cannot be permanent; ipso facto, early bird catches the worm.

 

Beside this offer, anyone who are keen to join as an agent (no condition attached) will be trained by a water-treatment system design engineer with over 30 years of experience. He is the former Research and Development (R&D) director of a fairly big and well-established water filter marketing company (formerly known as Electrolux) with more than 10 branches across Malaysia and hundreds of staff on board.

 

The training will mainly focus on the rights and wrongs of filtration system design, scientifically. This knowledge will enable our agent to tear down the false claims made by other commercial water filtration gimmicks.

 

Yet the training is less important as compared to the on-jobs backup we provide – which also raises our agents’ level of confidence, and such boost would greatly help on the closing of sales.

 

Hurry and take the early bird offer. Consider this fact: Not only can you reduce the cancer risk among your family members, but you also protect your friends and relatives. In the meantime, you can earn some well-deserved money by joining in our noble cause to change the hard, cold statistics.

 

After all, no matter how noble the cause is, it still needs funding to be successful.

 

We should, however, keep our expectations low as it is not easy to instantly promote our product and its principles. The foreseeable hindrances in this journey would lie in the basis of our products’ design which is against the deviated market demand, the higher cost of our products to ensure quality manufacture, and that we strictly do not use false claims to sweet-talk our customers.