In a noteworthy environmental breakthrough Radico Khaitan, has delivered significant benefits to Rampur. The company has ventured into a comprehensive water conservation program in the region, that is focused on the reduction of water wastage, the enhancement of resource efficiency and the promotion of sustainable usage. Initiated in 2016-17 from Chamraua block of Rampur, this has helped address the water scarcity issues that Rampur had been battling for years, which was further aggravated by the combination of depleting resources and escalating demand.
Launched with the objective of protecting ecosystems and reducing water wastage of freshwater resources, this initiative aims at ensuring sustainability and availability for the future generations. A combination of various activities were undertaken. The key ones being:
- Generating awareness and imparting education – Based on the premise that conservation stems from awareness, Radico Khaitan has implemented various educational workshops and campaigns in Rampur. The objective of these programs is to educate the local residents and businesses on the employment of water saving techniques and the importance and advantages of sustainable water usage.
- Promoting efficiency in the usage of water – This has been facilitated through the installation of state-of-the-art recycling and water treatment facilities which process wastewater and convert it into reusable water for agricultural and industrial purposes.
Rampur’s water infrastructure has been modernized thorough investments to minimize losses and optimize the distribution. The upgradation of pipelines, repair of leaks and the introduction of smart water management technologies have been introduced. The earlier difficulty in ground water extraction by farmers has become very convenient and is easily done now.
Pond rehabilitation and rainwater harvesting also add to the water positivity of Rampur.
There is a marked development in the water situation at Rampur. The company has installed online piezometers, which indicates the actual ground water level, online. Historical trend indicates that there is drastic improvement in ground water level, which bears adequate testimony to the success of the program.
Through a blend of long term and short time goals Radico has committed to ongoing and continuous development of the water conservation initiative. Key strategies for the systematic assessment, enhancement and refinement of water management practices to ensure the efficiency of the ongoing development will include:
- Monitoring of performance and data analysis
- Target setting and reviewing
- Adoption of technology and innovation
- Gathering feedback and its evaluation
- Integration of this initiative with the corporate strategy
- Encouraging employee engagement and imparting training
The initial financial investment towards water recharging activities by the company during FY 2016 to 2021 was approximately Rs 80 lacs. During phase 2 FY 2022-2025 Radico has allocated Rs 400 lacs towards this initiative. This would encompass expenditure on awareness camps, scientific studies, water literacy programs and so on. The entire constriction work is being done through MANREGA with a planned expenditure of approximately Rs 1200 lacs.
Details of fund allocation reveal:
Scientific Study = 10% (Radico)
Infrastructure = 75% (MANREGA)
Community Training = 10% (Radico)
Others = 5% (Radico)
The company plans to include the remaining three blocks of Rampur -Bilaspur, Milak & Suar in the coming years which will enhance the scalability and sustainability of the project.
While the first phase saw Radico implementing the project on its own, the second saw it joining hands in its transformational journey with The Art of Living. The “Bhujbal Shakti Project’’ the collaborative social project of AOL and Radico, is working relentlessly towards the upliftment of the local community of Rampur district. As part of spreading awareness for the water conservation project, they have built more than 250 recharge structures in various villages with the aim of increasing the ground water level. Radico has independently over the past 8 years where the water crisis was very high built more than 129 water recharge shafts and the ground water level in those areas is showing a significant improvement. Economic benefits for communities such as reduced water bills for the household, an increase in agricultural productivity due to the use of better irrigation practices and lower costs for industries with a huge reliance on water intensive processes has emerged. This initiative has also resulted in environmental sustainability. The preservation of natural habitats, wetlands, and watersheds is being taken care of and this can further assist in regulating water cycles and also maintaining biodiversity.
The water conservation initiatives of Radico have delivered remarkable results in transforming Rampur from a parched region to that of a perennial oasis. The local residents have expressed their gratitude in view of the marked improvements in better water quality, better public health and good environmental conditions. The enhanced infrastructure and recycling systems have aided the positive outcome of this initiative. The innovative practices and community engagement have yielded a notable reduction in groundwater level decline.
Radico Khaitan while addressing the immediate water scarcity of the Rampur region has also laid the foundation for its’ long-term sustainability. The residents are optimistic that these measures along with their community awareness and education on water conservation will help address their immediate concerns and also pave the way for a water abundant future.
Radico Khaitan, has significantly enhanced environmental sustainability and improved the quality of life for local residents, through its innovative solutions and community-driven initiatives. It has showcased its commitment to water conservation through the practices it has adopted which will serve as a beacon of light for other regions facing similar challenges. The company has set a valuable example by integrating sustainability into its’ business operations and encouraging a collaborative and transparent approach to managing the precious resource of water.