Concept rendering of Liv Fresh units at sea, their pipelines meeting at a collection centre on shore

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Water from waves, sold as a service.

Liv Fresh is developing modular units that use wave energy to turn seawater into fresh water, and sells that water by subscription. This page sets out the market we are entering, how we earn revenue and who is building the company.

A $22 billion market, growing 9% a year

Desalination is already a large global market. It was worth $22 billion in 2024 and is growing at a 9% compound annual rate.

Within it, wave-powered desalination is a new segment with an estimated addressable market of more than $2 billion. That is the segment Liv Fresh is built for.

Liv Fresh targets coastal urban centres, industrial hubs, agriculture and water-scarce regions worldwide. The roadmap begins with small-scale field testing in Gujarat, India.

$22 billion: Global desalination market value in 2024.
9% CAGR: Compound annual growth rate of the desalination market.
$2 billion+: Estimated addressable market for wave-powered desalination.

Why now

Water scarcity, climate pressure and rising costs are driving demand for sustainable water supply, and all three are intensifying.

Scarcity

2.4 billion people face high water stress. Northern Africa is at 100% stress, and Central and Southern Asia are above 75%. By 2030, India faces a 50% gap between the water it needs and the water it has.

Climate

Climate change is making droughts more severe. In India, 70–80% of farmers rely on groundwater, and levels have dropped by more than 8% in some areas.

Cost

Conventional desalination plants are costly, energy-intensive and carbon-heavy, and building one ties up a large amount of capital. Buyers need a supply they can afford and plan around.

Liv Fresh offers a drought-resistant, fixed-cost water supply: drawn from the sea, powered by waves and paid for by subscription.

Cracked, dried-out earth on the bed of a river during drought.

Two revenue streams, one model

Liv Fresh sells water, not desalination plants. Under Water-as-a-Service, clients subscribe to a supply of desalinated water with no upfront investment, and integrated monitoring gives them real-time data on water quality and system health.

Government contracts: Desalinated water for the public sector at an indicative rate of $0.70–$1.10 per 1,000 litres. State governments, islands and countries can partner with Liv Fresh to secure low-cost, sustainable water for their people while saving taxpayer money.
Private sector supply: Water for cities, industry, tourism, residential communities, hotels and resorts, private islands, irrigation and emergency services. See the sectors Liv Fresh serves.

How Liv Fresh compares

Today's alternatives fall into three groups. Each has a limit that Liv Fresh is designed to remove.

How Liv Fresh compares with legacy desalination, traditional filtration and manual water collection
Alternative	Where it falls short	Liv Fresh
Legacy desalination	High cost, energy-intensive and limited in how far it can scale.	Sustainable and cost-effective: powered by waves, modular so it scales, and low in environmental impact.
Traditional filtration	Basic filtration cannot meet large-scale or industrial water needs.	A consistent water supply that scales with demand.
Manual water collection	Labour-intensive and inefficient.	Automated systems that produce clean water reliably and efficiently.

What Liv Fresh is designed to deliver

Over 50%: Lower desalination costs than traditional plants.
25%: Lower lifecycle costs, from real-time monitoring of water quality and system health.
Up to 75%: Greater efficiency, by tailoring output to the needs of agriculture, industry and communities.

Projected targets, to be confirmed in pilot deployments.

From pilot to global adoption

The roadmap runs in five stages, each building the evidence for the next. Read more about the plan on the About page.

Development
Finalise the unit design and optimise its performance so it is ready for real-world pilots.
Initial piloting
Small-scale field testing in Gujarat to validate the system's performance, efficiency and adaptability. The results guide the next round of improvements.
Early adoption
Scale beyond the first pilot, collecting outcome data and assessing economic impact to build the case for scale.
Transition to scale
Improve the units that succeed and prepare them for adoption in new markets.
Global adoption
Multi-country adoption in the regions most affected by water scarcity.

The team

A founding team that combines desalination engineering, electronics, precision engineering and finance. More about the team.

Milan Jogani: Founder and CEO. An eco-innovation pioneer and the inventor of an environment-friendly silicone leather, with expertise in supply chain (Singapore) and business (UK). Board Director at Capchase.
Hardik Patel: Co-founder and CTO. A desalination systems expert, formerly Managing Director of SNT Electronics and previously with BMW in Germany. Holds a Master's in Electronics and Communication Engineering from Germany.
Deepa Chauhan: Chief Financial Officer. 8 years of finance experience, formerly with Angel One, with skills in financial scaling and risk management.
Rashmin Sorthiya: Lead Engineer. A mechanical engineer specialising in precision engineering, formerly with Mahindra & Mahindra, with experience in high-efficiency engineering solutions.
Jayesh Nabhoya: Engineering. A quality-focused technical specialist who drives engineering quality on Liv Fresh's modular desalination systems.

Certified and connected

Liv Fresh is ISO 9001, ISO 14001 and ZED Gold certified, part of the global water and ocean community, and designs its water to the standards of the world's leading health and development organisations.