In line with our commitment to environmental sustainability and social responsibility, our goal is to make a positive impact on both the environment and the well-being of local communities by prioritising water conservation. The ‘Watermark’ initiative, part of our CSR efforts at Asian Paints, is focussed on transforming the community’s relationship with water in various aspects. Through this initiative, we are dedicated to addressing water-related challenges by implementing projects and programs that promote water efficiency, improve water quality, and increase access to clean water in the communities where we operate.
By utilising a thoroughly researched, data-driven, and adaptable strategy that considers demand, supply, and qualitative measures, our goal is to drive a cultural change towards self-sustaining water practices. We have a vision to develop our own impact assessment model, making use of technology and data to gauge the significant effect on communities in terms of socioeconomic advancement, gender equality, inclusivity, and equity.
The IWSM initiative seeks to enhance the natural environment and support local communities in rural areas through integrated land and water management practices. These efforts encompass the implementation of Gully Plugs, Continuous Contour Trenches, Stone Bunds, as well as the restoration and construction of Earthen/Cement Nala Bunds, and the establishment of tree plantations.
The implementation of Canal Lining involves the
installation of a waterproof layer along the bottom and
sides of the canal, thereby enhancing durability and watercarrying capacity. In the absence of this protective lining,
approximately 50 to 60% of the water seeps through the
ground. This initiative is instrumental in conserving water
resources in the vicinity of the Rohtak manufacturing unit.
Over the past few years, our team has dedicated significant efforts to the construction and refurbishment of check dams at various locations, with a special emphasis on the Narmada district of Gujarat. These water projects are specifically tailored to the needs of tribal communities and are focussed on creating or restoring check dams in four key areas. As a result of these initiatives, we have successfully enhanced our water storage capacity by an impressive 18,122 cubic metres. The implementation of check dams has been instrumental in reducing water flow, mitigating soil erosion, and facilitating groundwater replenishment in the region.
While placing a strong emphasis on supply-side interventions through the establishment of storage potential, equal attention is also dedicated to promoting the judicious use of available water through demand-side interventions. Practices such as silt application, system of rice intensification, and horticulture plantation are being actively encouraged on the demand side. To ensure the sustainability of these interventions, 63 water groups have been formed, followed by regular capacity-building sessions. A total of 24,401 farmers from 222 villages have benefited from the watershed interventions. The primary focus remains on the inclusion of small and marginal farmers, with a current reach extending to 7,032 farmers.
