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It was out of the interest of Ratan Tata, Tata Group chairman, in the problem of water in India that the Swach (meaning “clean” in Hindi) was born. It was Tata’s bet that the private sector could offer a better, consumer-based solution than the state to the provision of safe drinking water in a country where 75% of the rural population lack access to potable water. In December 2009, the Tata Swach was launched by Tata Chemicals Limited as the lowest-cost storage water purifier available that met US Environmental Protection Agency standards, did not require a supply of running water or electricity, and was affordable to the rural masses.