Water purification businesses that place purpose-built dispensing machines directly inside existing grocery stores, rather than building new standalone infrastructure, solve access and distribution problems at the same time, a model South African water-tech startups have used to reach underserved communities profitably.
How the in-store water purification model works
Rather than requiring capital investment from store owners, this model installs purification and dispensing machines at no upfront cost, sharing ongoing revenue from water sales with the store instead, so both the water company and the retailer benefit from every litre sold. Customers refill their own multi-use containers and pay per litre, which is both more affordable and more environmentally sustainable than single-use bottled water.
Why the distribution model matters as much as the purification technology
Advanced water purification technology alone doesn’t solve access if it can’t reach the customers who need it most, and using existing retail infrastructure, general stores already trusted and frequented in a community, solves the distribution problem without needing to build new physical locations from scratch. This approach has let South African water-tech ventures expand into neighbouring countries by using the same retail-partnership model rather than reinventing distribution for each new market.
What this model offers other founders solving access problems
Businesses trying to solve an access problem in an underserved market should consider whether an existing, trusted retail network could serve as their distribution channel, rather than assuming new dedicated infrastructure is required. Revenue-sharing partnerships that create genuine mutual incentive, rather than simply renting shelf space, tend to build more durable retail partnerships over time.
Frequently asked questions
How does an in-store water purification model work?
Purification and dispensing machines are installed in stores at no upfront cost, with revenue from water sales shared between the water company and the retailer.
Why is buying water by the litre more sustainable than bottled water?
Customers refill their own multi-use containers, reducing single-use plastic waste compared to buying pre-bottled water.
Why does using existing retail infrastructure matter for reaching underserved communities?
It solves the distribution problem by using stores communities already trust and visit, without needing new dedicated locations.
Can this kind of model expand into new countries easily?
Yes, using the same retail-partnership approach lets a business expand into new markets without reinventing distribution each time.
What should other founders solving access problems take from this model?
To consider whether an existing trusted retail network could serve as a distribution channel before building new infrastructure from scratch.
Originally published in January 2018. Updated September 2026.
Small business innovation support via the Department of Trade, Industry and Competition.
Originally published in January 2018. Updated September 2026 to reinforce that using existing, trusted retail infrastructure for distribution, rather than building new infrastructure, remains the more durable model for access-focused ventures.
