Idra Water

Idra Water S.r.l. is an Italian company established in 2021 to redefine the water filtration market by eliminating petroleum-based materials and disposable filters. The company was co-founded by Valentina Vecchia and Fabrizio Boscolo. Vecchia, a 2013 Industrial Design graduate, gained experience in Milan, Turin, and China, where she co-founded a design studio with Boscolo. Boscolo graduated in Sustainable Transportation Mobility and has provided design consultancy for Lamborghini. Their shared goal of creating functional, low-impact products led them to establish Idra Water.

The company's core innovation is "Claysilite," a patented, 100% plastic-free, recyclable, and regenerable filtration system. This ceramic-based technology removes impurities while preserving minerals, inspired by the natural purification process of water flowing through mountains. The business model is direct-to-consumer, selling products through its proprietary e-commerce website. The initial product, MY Idra, is a personal filter bottle designed for home and office use that was launched on Kickstarter in 2021. This product features a visual mechanical reminder to encourage daily water intake. In 2024, the product line expanded with Idra Living, a filtering carafe aimed at families. The company emphasizes sustainability throughout its operations, including using innovative, compostable packaging made from mycelium and recycled hemp.

Keywords: water filtration, ceramic filter, plastic-free, sustainable products, Claysilite, direct-to-consumer, eco-friendly packaging, home water systems, MY Idra, Idra Living