Sarvajal is a mass-market drinking water micro-franchise system launched by the Piramal Water, an initiative from the Piramal Foundation. A decentralized filtration system allows a low-cost and extensive distribution of clean water. Sarvajal also created a "Water ATM" which allows costumers to buy the quantity of water they desire, which is a great advantage for low-income villagers who don't need or can't afford large quantities of water in one buy. The Water ATM also allows segregated communities to be reached: "For example, in the town of Laxmangarh, Rajasthan, many current customers would not allow the franchisee to serve people from a different community background (mostly butchers) than their own. However, with the Water ATM in place, the community which had previously not been allowed to drink Sarvajal water had a new point of sale that was separate from the existing customers."