Diageo India’s water sustainability programme is entering a new phase, with Coca-Cola taking over the leadership of a basin-wide initiative aimed at improving water availability, reducing flood risks and supporting farmers across Maharashtra.
Diageo India is strengthening its focus on water conservation and sustainable agriculture through projects across the Godavari basin and other water-stressed regions. The company’s initiatives are aimed at improving groundwater availability, rejuvenating water bodies and helping farmers adopt more efficient irrigation practices.
The programme, launched around the time of India’s Chandrayaan moon landing, has attracted participation from companies including Jain Irrigation and several businesses from Maharashtra’s paper and sugar sectors. Coca-Cola has now taken over the leadership of the broader initiative.
→ ABD Launches 'The Indian Edit' Premium Whisky in UP at ₹1,040; Invests ₹600 Crore to Expand Manufacturing in State→ Vanaha Gin Launches Buransh Bagh, India’s First Buransh Gin Inspired by the Himalayan Forests
Mapping the Godavari Basin
The project covers nine districts stretching from Nashik to Nanded, where communities face both flooding and water scarcity. The initiative involves mapping the basin and identifying locations where water channels can be restored to improve the movement and storage of monsoon water.
In flood-prone areas, the focus is on managing excess water, while drought-affected regions will benefit from channel restoration and water-recharge measures. NGOs and other local organisations are being involved in implementing the projects.
Diageo India is also working on water replenishment, pond restoration and other conservation activities around Nashik and the Godavari region.
Supporting Nashik’s Kumbh Preparations
Diageo is participating in initiatives aimed at improving the cleanliness of the Godavari ahead of the upcoming Kumbh-related activities in Nashik.
The company has installed boom barriers to collect plastic waste from the river system and is working with the district administration to collect and recycle flower waste. Diageo is also part of a committee supporting preparations for the event.
The company is exploring additional projects with farmers living around river basins, particularly those cultivating sugarcane and cotton. Jain Irrigation and Coca-Cola have also expressed interest in supporting such initiatives.
Pond Restoration and Flood Management
In Nanded, the district administration has identified a five-kilometre water channel requiring restoration because of its role in contributing to flooding. The next phase of the project is expected to involve identifying beneficiaries, target communities and geographical priorities, followed by hydrogeological and aquifer mapping.
Diageo has also undertaken desilting work on six Malgosari ponds in Maharashtra. These water bodies serve as spillover lakes, and their restoration has helped reduce flooding risks affecting standing crops, including paddy.
Focus on Water-Efficient Agriculture
The projects form part of Diageo India’s broader “grain to glass sustainability” strategy. The company has a significant manufacturing presence in Maharashtra and also operates facilities in Rajasthan, Odisha, Karnataka and Goa.
According to the company, water conservation projects have increased water availability in some areas by extending irrigation opportunities for farmers. In Rajasthan, rejuvenation of water bodies has enabled farmers to introduce additional crops such as onions.
Diageo’s regenerative agriculture initiatives are also encouraging farmers to adopt alternate wetting and drying techniques. The company says these practices can reduce agricultural water use substantially while also lowering carbon emissions.
Sustainable Supply Chain Focus
Water sustainability is particularly important for Diageo because agricultural commodities form a key part of its supply chain. Broken rice, for example, is an important raw material for the company’s alcobev operations.
Diageo is therefore evaluating water and agriculture projects across five States and is discussing possible collaborations with other businesses that depend on paddy cultivation.
As part of its CSR and sustainability efforts, the company is also supplying farmers with nutrient-rich silt removed from ponds and lakes, while supporting the construction of check dams, toilets and rainwater harvesting structures.
In Alwar, Rajasthan, Diageo is working with The Energy and Resources Institute (TERI) on a pilot grey-water management project. The company has also supported the plantation of around two lakh trees through partnerships with local communities.
Sustainability Becomes a Strategic Priority
Diageo’s expanding water conservation programme highlights how India’s beverage alcohol industry is increasingly linking manufacturing and agricultural supply chains with environmental sustainability. By restoring water bodies, improving irrigation efficiency and supporting farmers, such initiatives aim to strengthen both rural water security and long-term raw-material availability.
About the Author
