In keeping with Coca-Cola’s philosophy on water stewardship and working towards improving the quality of life of the community at large, Coca-Cola India is launching a slew of water management initiatives on March 22, 2007, the World Water Day.

Over the next three days Coca-Cola India will dedicate 10 new completed rain water harvesting units across India including Delhi, Lucknow, Varanasi, Jamshedpur, Jaipur, Bhubaneshwar and in parts of Maharashtra. Continuing with its 4R policy of Reduce, Recycle, Reuse and Recharge towards water sustainability, Coca-Cola India will revive the historic Lehartala pond in Varanasi, start 10 RWH projects in Jamshedpur with Rotary Club and 20 recharge shafts in Jaipur, expansion of RWH project in Oval Maidan and University campus in Mumbai, RWH structure at MIDC project in Nasik, Roof Top RWH project in Barabanki and Gurgaon. All these projects have being launched in association with regional and national NGOs, State and District administrations.

According to Atul Singh, President & CEO, Coca-Cola India, “We at Coca-Cola are committed to refresh the lives of communities on an every day, all day basis. As part of the same strategy, sustainable water management remains our top priority. We will continue to find innovative solutions in all areas of water management through our integrated 4 R strategy. Starting in 2000, over the last seven years, we have taken the lead in improving water use efficiency by nearly 30% in our operations across India.”

Partnership with CII

Coca-Cola India has partnered with CII in New Delhi including school children and policy makers in a movement to create awareness on water conservation. On 22^nd March ‘07, the day long programme will include water awareness march, painting and slogan writing competitions involving children and also panel discussion.

The celebrations will culminate in a special function ‘Jal Tarang’ - A festival to celebrate water & culture, organized by the NGO, FORCE and Coca-Cola India to commemorate World Water Day. The event will bring together hundreds of members from various Resident Welfare Associations (RWA). The initiative will also involve participation from the youth including children.

Creating Awareness 

The Company has also focused on spreading awareness on water conservation & sustainability through seminars, workshops, local programs and through partnerships with various reputed institutions across the country. After having launched an innovative Water Calendar for 2007,Coca-Cola India will now launch regional version of “Harness the Flow”, a film on Water Conservation produced by ‘Counterpoint’ in association with Central Ground Water Board. The film focuses on the problems of ground water and offers innovative solutions for removal of fluoride and arresting decline in ground water table. The film will be telecasted on regional TV channels. To further drive the message of water management, Coca-Cola India has also announced the inclusion of a special chapter on ‘Nature & Environment’ in the prestigious Limca Book of Records.

Partnership with Rotary - Elixir Of Life

Coca-Cola India in partnership with Rotary International has also launched “Elixir of Life”, a unique project to provide potable water to school children. This path-breaking project will provide clean drinking water to over 30,000 students in 100 Primary and Panchayat schools through installation of water-filtration systems.

Other Key Partnerships

Coca-Cola India in partnership with local communities, NGOs, Central and State Ground Water Boards has already commissioned over 270 RWH structures in 17 states in the country while also rejuvenating traditional water bodies like the 400 year old historical Baawdi- Sarai Baawdi and Kale Hanuman Ki Bawaadi in Rajasthan. Coca-Cola Foundation supports watershed development initiative in Dungarpur, Rajasthan and Tirunvelli in Tamilnadu with ICRISAT and CII. In the last few years, Coca-Cola has invested in a range of water management projects and has played a stewardship role in water management in India.

Coca-Cola and Citizenship

The Coca-Cola Company has always placed high value on good citizenship. At the heart of business is a mission statement called the Coca-Cola Promise -- “The Coca-Cola Company exists to benefit and refresh everyone that it touches.” This basic proposition means – that the company’s business should refresh the markets, protect, preserve and enhance the environment and strengthen the community. Coca-Cola India provides extensive support for community programs across the country, with a focus on education, health and water conservation.

Sourced From: Perfect Relations Limited