Coca Cola India CEO ATUL SINGH sees water harvesting as one of the best alternatives to resolve the crisis IN INDIA, 17 PERCENT of the population shares less than four percent of the world's freshwater resource. Even if we get good rainfall, the water does not recharge the ground water locally; it goes elsewhere and at times leads to miseries. Only 11 percent of ground water of the country is replenishable and rest of the water goes as runoff due to lack of sufficient infrastructure and hydro-geological conditions. Coca-Cola in India follows the policy of Reduce, Reuse, Recycle and Recharge for water management. Over the last eight years, we have reduced our water usage ratio by 35 percent. We have installed 320 Rain Water Harvesting (RWH) projects across 17 states in partnership with government organisations and local communities. We currently supply drinking water to 100 schools in India and will increase it to 1,000 in three years time. Bottled water, as any other product in any category, offers quality, purity and easy availability. However, our focus should be to ensure easy access to potable water for all citizens across the country. The solution to our water problems lies in all stakeholders undertaking a wide variety of efforts both at local and national levels to mitigate the impending crisis.