India’s water crisis is about management, not rainfall, says Bisleri CEO

India’s Water Crisis Is About Management, Not Rainfall: Bisleri CEO Explains

Theindiapostdaily.com – India’s water crisis is about effective management rather than insufficient rainfall, according to Angelo George, chief executive of Bisleri International. Speaking at the Mint Sustainability Summit 2026 in Mumbai, George emphasized that despite the country receiving approximately 4,000 billion cubic meters of precipitation annually, the fundamental problem lies in how water resources are handled. Over the past seventy years, per capita water availability has declined by seventy-five percent. If current trends continue without meaningful intervention, major metropolitan areas could face critical water shortages by 2035.

“The NITI Aayog 2023 report highlights that the water crisis intensifies financial risk for businesses operating in India. It is not a challenge of rainfall, it is a crisis of water management and governance,” George stated during his address.

From Compliance to Competitive Advantage

George outlined how the beverage industry must shift from merely adding supply to implementing smart optimization strategies. Bisleri has responded by significantly expanding its conservation initiatives across operations. Modern facilities now incorporate comprehensive rainwater harvesting systems, while local watershed areas undergo rehabilitation programs. The company has committed to building at least one reservoir each year alongside constructing check dams that support nearby agricultural communities.

Rather than treating sustainability as a regulatory obligation, George positions it as a strategic growth driver. Environmental responsibility strengthens consumer loyalty and enhances brand value within an increasingly competitive marketplace. The fifty-year-old company has refreshed its visual identity to resonate with younger demographics. It has also expanded athletic sponsorship programs both within India and globally to promote health and proper hydration.

Addressing Core Industry Challenges

The executive identified three primary obstacles facing the sector: energy consumption, water supply security, and packaging material management. While plastic receives considerable criticism, George argues that the real issue involves inadequate collection infrastructure rather than the material itself. Through the ‘Greener Promise’ framework, Bisleri concentrates on two central objectives: improving plastic circulation through the ‘Bottles for Change’ initiative and restoring groundwater levels.

The company reports recycling more plastic than it introduces into the market, achieving plastic neutrality. It also claims to replenish 4.7 times the groundwater volume it extracts. Regarding bottle materials, the firm maintains that polyethylene terephthalate (PET) generates a smaller carbon footprint than glass or aluminum alternatives because of reduced energy requirements during production.

“We are not in the business of selling plastic. We are in the business of selling water,” he clarified, noting that any alternative packaging solution must prove commercially viable for India’s mass market.

Building Public Awareness and Systems

Enhancing public behavior remains crucial for improving recycling rates. The ‘Bottles for Change’ program currently partners with five national parks and sixty-five municipal corporations to separate waste at collection points. Public areas now display furniture manufactured from recycled plastic, demonstrating the material’s versatility. Additionally, the company advocates for implementing a water credit mechanism similar to carbon markets to encourage quantifiable conservation progress, drawing on research developed with scientific collaborators.

Frequently Asked Questions

How severe is India’s water crisis projected to become?

Without intervention, major Indian cities could experience severe water deficits by 2035. Per capita water availability has already dropped by seventy-five percent over the past seven decades, making proactive management essential for future sustainability.

What is Bisleri’s approach to plastic waste?

Bisleri achieves plastic neutrality by recycling more material than it introduces to the market. Through the ‘Bottles for Change’ initiative, the company works with national parks and municipal corporations to improve collection and recycling at the source.

Why does Bisleri prefer PET bottles over alternatives?

PET bottles have a smaller carbon footprint compared to glass or aluminum because they require less energy during production. The company also emphasizes that any packaging alternative must be commercially practical for India’s mass market.

What role does groundwater play in Bisleri’s strategy?

Bisleri reports replenishing 4.7 times the groundwater volume it withdraws through various conservation programs. The company is also exploring a water credit system to incentivize measurable improvements in groundwater restoration.