An Estonian startup’s crusade to make sure we never forget it
We’ve all heard the age old mantra – we need to consume around 2-3 litres of water per day so that our organs would continue to function optimally – yet new research suggests that 70-80% of people walk around in a state of mild to moderate dehydration.
Dehydration in humans, even mild dehydration, has been increasingly linked to causing or worsening various conditions; from chronic fatigue to allergies, depression, hypertension, and digestive problems. Aside from keeping these ailments at bay, staying well hydrated throughout the day has distinct benefits, like helping to supress appetite, improve muscle tone, and making sure that our skin, hair and nails look healthy.
Whether we choose to focus on these issues or not, most of us face busy schedules, with multiple electronic devices constantly competing for our attention. This general lack of attention and increasingly shorter attention spans in our society make it very easy to forget about seemingly trivial matters, such as worrying about water intake.
For anyone concerned with leading a balanced and healthy life, there is good news. A small Estonian startup, Jomi Interactive, is introducing a simple yet elegant solution to the problem. Jomi is a physical device which is placed either around or under a water bottle (depending on the product model) that monitors your daily water intake, by reminding you whenever you are in danger of dehydration via its embedded LED lights.
Ajujaht (brain hunt) is Estonia’s largest entrepreneurial competition where 100 best business ideas from the tiny Northern Europe nation compete for a chance to win 50 000 euros. Jomi is currently among the final eight in the competition, well on its way to becoming fully developed and funded.
As part of the competition, the team behind Jomi had to recently film a 30 second advert, highlighting the benefits of the product. The team opted for a point-of-view video, ironizing the non-stop rat-race we all participate in from the moment we open our eyes till we close them at night. Check out the video below and help Jomi reach the finals, bringing it one step closer to mass-produce its product line, effectively making dehydration a thing of the past.
How much water did you drink today?
