The company is already working with two foreign companies to innovate in water purifiers.

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"With our product, we are hoping to target nonusers and those who couldn't afford water purifiers due to affordability reasons and lack of awareness, " said Mr. Hiran.

WSJ: Tata Markets Inexpensive Water Filter

Initially developed for the distribution of cook stoves, it has expanded to a more complete basket of products including eyeglasses, vegetable seeds, solar lights and water purifiers.

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In this way, things like rocket engines, satellites, Mars-exploring rovers, space suits, and water purifiers on the International Space Station become part of everyday life on Earth.

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"There is no awareness about the need for filtration among most Indians, with a mere 6% of urban households and 1% of rural households using water purifiers, " said Ashvini Hiran, chief operating officer at Tata Chemicals.

WSJ: Tata Markets Inexpensive Water Filter

No longer does an Electrolux Aquaguard reseller for instance, have to employ mechanics to service the water purifiers when simple product training (with the market development funds provided by the manufacturer) avoids this extra expense and provides coverage in areas that could not be physically reached prior, all with zero impact on his own payroll.

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