In this paper, we invented a new and unique technique for the sterilization of Escherichia coli(E. coli) in polluted water. We applied a rich ultra-violet(UV) light from pulsed xenon flashlamp and photocatalyst(TiO2) to sterilize E. coli in polluted water. This method based on the use of UV light and photocatalyst is eco-friendly and does not cause secondary pollution. The proposed elliptical reactor is able to concentrate on quartz sleeve coated TiO2 or general quartz sleeve. The primary objective of our research was to determine the important parameters such as pulse repetition rate and input voltage and to know on the sterilizing efficiency of quartz sleeve coated TiO2 and general quartz sleeve. We obtained to achieve 99.999% sterilization in as little as 6 pulses at 800V in case of quartz sleeve coated Ti02, and 10 pulses at 800V in case of general quartz sleeve for 5 minutes. Although transmitted light of quartz sleeve coated TiO2 is deceased, the sterilizing efficiency is increased by 40% than general quartz sleeve. The reason of high sterilizing efficiency is that generated hydroxyl radical(OH) by photocatalyst and is able to concentrate light at a focus by using elliptical reactor.