Sunit Mohindroo and Ahmed Badruddin don’t control a drop of North America’s water. But they can tell you where most of it goes.

The pair of engineers are behind WatrHub Inc., a Toronto startup that’s making a big data play of collecting as much information as they can about the state and performance of the continent’s water utilities, and the industries that supply and rely on them. Already the firm has collected data from tens of thousands of North American municipalities into its databases. The information it can mine from this dataset is valuable not only to startups and vendors in the industry, who are looking for market intelligence about potential clients, but to utilities themselves.

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