Tata's new water filtration device called "Swach," for pure, sells for 999 rupees ($22.50), and is expected to sell 1 million units a year. The head of Tata Chemical's water-purifier business, Sabeel Nandy, says the demand in India is huge, about 250 million households. The goal is to put a purifier in these households to save them from water-borne diseases. The device has similiar potential in Africa, Southeast Asia, and Latin America.