What would you say if it was revealed that 75% of Indian consumers have stopped using and purchasing certain products because of how much water it takes to manufacture them?

Ecolab, a global leader in water solutions and sustainability services, has released new findings from its trade-marked 2024 Ecolab Watermark Study, highlighting the growing concerns of Indian consumers around water conservation and sustainability.

According to the study, India is making significant progress in water conservation, with 76% of consumers recognising the government’s efforts and 78% acknowledging business initiatives toward sustainability.

The study also reveals a significant shift in consumer behaviour. However, there is rising consumer expectation for industries, particularly in manufacturing and food and beverage, to take further action to reduce water usage.

The Ecolab Watermark Study highlights the increased awareness of sustainability among Indian consumers, emphasising the need for industries like agriculture and manufacturing to take the lead in reducing water usage.

Water Stress

The World Resources Institute (WRI) projects that global water demand will increase by up to 25% by 2050. India, ranked among the top 17 countries facing “extremely-high water stress”, is particularly vulnerable. With 17.5% of the global population but only 4% of the world’s freshwater resources, India is under significant pressure.

According to WRI, India’s northern regions are experiencing severe groundwater depletion, and by 2030, under a ‘business-as-usual’ scenario, water demand could double the available supply.

The second edition of the Ecolab Watermark Study, conducted in 15 countries, provides critical insights into water stewardship and sustainability efforts. The study aims to present a global overview of water stewardship through water’s importance, usage, connection to climate, and responsibility among key consumer populations.

The research was conducted between January 3 and 17, 2024, among a sample of general population adults in six regions, including the United States, Latin America, Europe, Asia-Pacific, India, Middle East and Africa (IMEA) and China.

Key Insights

The Ecolab Watermark Study highlights that the food and beverage industry and the manufacturing sector are among India’s largest water consumers, contributing significantly to the nation’s water use. This increases respondents’ concerns over water scarcity and sustainability.

With 39% of respondents identifying the food and beverage industry and 30% pointing to manufacturing as major water users, the need for these sectors to adopt water-saving practices is urgent. This growing consumer awareness reinforces the demand for industries to take proactive steps in water conservation.

• Reducing water consumption is India’s top priority. About 93% of Indian consumers list clean and safe water as a significant environmental concern, and 90% of respondents also consider access to water a significant concern.
• But how committed are leaders to their organisation’s role in water conservation? The study reveals that over 70% of Indian consumers believe government and business leaders are committed to water conservation and climate action, with 76% rating government leaders highest in their efforts.
• Additionally, most adults agree that governments (82%) and businesses (78%) have made meaningful progress towards their climate and sustainability goals in the past year.
• The study shows that 86% of Indian consumers have adjusted their purchasing habits based on environmental concerns, with many increasing loyalty to eco-friendly brands, switching to more sustainable products, or avoiding brands that use excessive water or lack sustainable practices.

Ecolab is a global sustainability leader offering water, hygiene and infection prevention solutions and services that protect people and the resources vital to life. It has annual sales of US$15 billion, employs more than 46,000 associates and operates in more than 170 countries around the world. For more information, visit https://watermark.ecolab.com/india/.