In today’s fast-paced world, people seek innovative solutions that prioritise safety and hygiene. Alvin Tan, the managing director and founder of Sureclean, is making a mark in this field. With a strong commitment to children’s safety and family well-being, he established Sureclean and introduced the groundbreaking Steriluxe brand of water filters to Singapore.

Tan’s journey began with a vision to create a company that addresses critical safety and hygiene concerns. He understood the importance of child-safe disinfectants and water filtration systems, which are pivotal in ensuring a healthy and secure family environment. With this in mind, he founded Sureclean, a company dedicated to pioneering innovative solutions for the modern family.

Sureclean’s commitment to child safety exemplifies its range of child-safe disinfectants. Tan recognised the need for disinfectant products that effectively kill germs and viruses while being gentle on children’s sensitive skin and respiratory systems. The company’s child-safe disinfectants are formulated using non-toxic ingredients, making them safe for children and pets.

One of Sureclean’s flagship products is its Child-Safe Disinfectant Spray, which has gained popularity for its effectiveness in killing 99.9% of common household germs and viruses. It can be used on various surfaces, from toys to highchairs, ensuring a clean and safe environment for children.

Alvin Tan’s commitment to improving the well-being of families extends beyond disinfectants. He introduced the Steriluxe brand of water filters to address water quality and purity concerns. Clean and safe drinking water is a fundamental requirement for every household, and Steriluxe water filters are designed to deliver just that.

The Steriluxe water filtration system utilises advanced technology to remove impurities, contaminants, and harmful chemicals from tap water. It ensures that families have access to pure and safe drinking water at their fingertips. These filters are easy to install and maintain, making them a convenient choice for busy households.

Options had the opportunity to speak to Alvin Tan about his journey, the company’s mission, and the innovative products and services Sureclean offers.

Can you start by telling me more about what Sureclean is about and how did you start this business?

I started Sureclean about 10 years ago. Back then, my ex-girlfriend had a phobia of going to public toilets, as they’re dirty. So, the first product that I came up with was an alcohol-based toilet seat sanitiser that immediately eliminates bad odours and bacteria.

It was a very humbling experience, as I did not have any sales background and then I had to promote the product and approach ladies with it. It was a very humbling experience as a first-time entrepreneur. And I thought to myself: If I could sell toilet seat sanitisers, I can sell anything.

What were some challenges you faced at the start of launching your business?

I realised that my seat sanitiser product and later on the water-based sanitiser product were both “fads”. People bought the product as a novelty and hardly ever repurchased it. Early on in the business, I learned that business sustainability and scalability are essential.

Eventually, I got my big break when a kindergarten approached me and asked for bigger bottles of my keyboard sanitiser product to be used in the preschool. I obliged and created larger bottles for them, while they consistently ordered from us every month. After that, we approached other preschools with our product.

Eventually, once the schools trusted our product, they started asking for more, such as hand sanitisers, disinfection services and more. This is how we moved into the disinfection and cleaning business.

And now you’ve introduced filtration products into your portfolio. What were some gaps in the market that you noticed your filtration products could plug?

Our Steriluxe brand of products focuses on the user experience, as compared to what Sureclean provides. The motivation for me to start this business came from becoming a frustrated new father, with so many things I suddenly needed to do, so I went out to find the right products to help me. With Steriluxe, parents can easily get what they need for their newborn child all in one spot.

Our water purifier provides the perfect temperature and volume for making formula milk, while our UV steriliser can both dry and disinfect bottles, toys and pacifiers altogether. We also have an air purifier product that is ultra quiet, so it does not disturb the baby’s sleep.

This all comes from the deep understanding of being a first-time father.

How are your products different from what is there in the market now? What is the industry competition like and how else do you stand out?

For our cleaning services, whether those online platforms or regular cleaning companies, we stay true to our brand promise – which is offering a Sureclean Happiness Guarantee. If a customer is not satisfied with the quality of the service, we will send another cleaning crew at no extra charge for the next booking. And this has hardly ever happened.

As for Steriluxe, it’s still a new brand that started this year. I believe that my story makes a difference, as the brand was born because my son was born. It is an extension of the Sureclean brand.

Can you share more about your background and how that helped you with your current business?

Apart from being a father, I was in the IT space previously. I know computers well and because of that, I have digitised the business at the very start. I used a digital financial system and automated marketing technology from the very beginning and I went into the digital market quickly after social media came up.

I focused on our website content, as well as content creation on social media. I made sure to churn out one or two content items on all our social platforms every day.

What’s next for Sureclean and Steriluxe?

I want Sureclean to be the platform for cleaning. We’re looking into a third business of search engine optimisation (SEO) creation. Since we have a strong domain and steady traffic, I envision it to be somewhat like a media platform, where I will feature other cleaning companies from other countries. And this is how we can grow internationally.

As for Steriluxe, we sell it locally through our own website, but to go international, we have to depend on large online retailers, such as Amazon. But through this, we are entering key market areas, such as Australia and Europe.

We currently also have offices in Hong Kong and Thailand, but remote monitoring of delivery of services can be very difficult and I don’t want to end up tarnishing our brand overseas. So, I have to find a much more sustainable and capable way of expanding, rather than opening up offices organically and hiring manpower to do the cleaning. It is easier to acquire a company rather than to expand organically.  

Water, just the way you like it

Options had the opportunity to test the Steriluxe Aurra Pro 2 water purifier. This water purifier can easily be said to be the smartest water purifier in Singapore. This water purifier offers remarkable filtration capabilities and a user-friendly experience that’s perfect for parents of newborn children.

The Aurra Pro 2’s filtration technology is nothing short of impressive. It employs a multi-stage filtration process that removes contaminants and impurities from tap water. From chlorine to heavy metals, this device leaves no room for doubt regarding the quality of the water it produces.

Parents find peace of mind in knowing their child is consuming purified water. With customisable settings to control temperature and volume, they can ensure the water is always at an ideal temperature for formula preparation.

The Aurra Pro 2 is not just great for families with infants; this smart purifier device can be connected to the internet to track your daily water intake through a simple mobile application. You can create different profiles for each person in the household, and everyone can earn rewards as they achieve their water goals. The mobile app also reminds you when to schedule your maintenance.

Visually, the Aurra Pro 2 is stylish and contemporary. Despite its slightly bulky build, its features compensate for this. Another fun feature is the customisable mood lighting, allowing you to adjust the front and bottom lightbar to suit your mood or complement your interior.

Overall, the Steriluxe Aurra Pro 2 is a fantastic water filter device that caters to the needs of everyone, especially parents with newborn children. Its user-friendly setup, impressive filtration technology, and overall convenience make it a must-have for households prioritising water quality. The Aurra Pro 2 provides your family, including your little one, with clean and safe water. 

Check out the latest stories on Talk Shop