Published Online:December 2025
Product Name:The IUP Journal of Case Folio
Product Type:Article
Product Code:IJCF031225
DOI:10.71329/CaseFolio/2025.25.4.41-54
Author Name:Namratha V Prasad
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:41-54
The case discusses the capability of Israel-based Watergen Ltd. (Watergen) to address the global water scarcity crisis through its innovative atmospheric water generation (AWG) devices. It begins by taking a brief look at the motivation that drove the development of Watergen’s AWG devices. The devices targeted commercial, residential, and industrial sectors, apart from providing solutions for water generation during humanitarian crises and natural disasters. Gradually, Watergen became the global leader in the AWG market. Despite the brand having a layer of social responsibility due to its offering of sustainable solutions for water scarcity, Watergen still had a long way to go in achieving wide-scale market adoption. The case provides details about the challenges plaguing the company that were proving to be detrimental to its growth, market adoption, and overall success.
In January 2024, Michael Mirilashvili (Mirilashvili), President and CEO of Watergen Ltd. (Watergen), was chosen by CIO Today4 as one of the ‘Top Five Innovative Business Leaders’ to watch for in 2024. Watergen, an Israel-based technology company, was a global leader in the atmospheric water generation (AWG) space that offered devices that generated clean drinking water from air (Refer to Exhibit I).