India's looming water crisis necessitates creative solutions in sustainable water management. Leading bathware brand, Hindware, rises to the challenge with its Aqua Pro Water Saving Solutions. This innovative range of nozzles utilizes product design innovation to significantly reduce household water consumption without compromising user experience, promising substantial water savings and emerging as a sustainable solution for households across the country. Developed in collaboration with Swedish innovator Altered, Aqua Pro could be a game-changer in water conservation efforts.
In an engaging interview with TheCSRUniverse, Mr. Sudhanshu Pokhriyal, CEO, Bath & Tiles Business, Hindware, delves into the technology behind these nozzles, which save up to 98% of water. He also highlights Hindware's alignment with government initiatives like the Jal Shakti Abhiyan and their broader commitment to sustainability. Additionally, he shares insights on the company’s strategies to scale up water conservation efforts, including collaborations with real estate developers and educational campaigns in schools.
Join us as Mr. Pokhriyal outlines Hindware’s vision for sustainable innovation in the sanitaryware sector and its ongoing efforts to address India's critical water challenges through advanced technology and strategic partnerships.
Scroll down to read the full interview.
Q&A
Q. How does Hindware's 'Aqua Pro Water Saving Solutions’ range address the pressing issue of water scarcity in India?
A. India faces an imminent water crisis, with over 91 million people currently experiencing water stress. According to a UN report, by 2050, severe water scarcity is projected to affect the entire country. It is imperative to adopt water-saving habits to mitigate this crisis. Hindware, India's leading bathware brand has been deploying innovative water-saving technology for decades now, setting high benchmarks for resource and energy conservation from the beginning. In response to the current water crisis, Hindware has introduced 'Aqua Pro Water Saving Solutions.' Under this range, Hindware has launched revolutionary water-saving nozzles in partnership with the Swedish innovation company, Altered. Through this strategic partnership, Hindware gains access to Altered's patented technology and has started manufacturing of these groundbreaking water-saving nozzles at its own plant.
The range introduces three advanced nozzles aimed at transforming water usage habits: the Dual Mode nozzle, providing water savings of up to 98%; the Dome Mode nozzle, allowing users to conserve up to 96% of water; and the Spray Mode nozzle, designed to decrease water usage by up to 85%.
Q. Can you elaborate on the technology behind Hindware's water-saving nozzles and how they contribute to water conservation efforts?
A. In conventional taps, water flows out in a steady stream, much of which is wasted as it either runs off our hands or splashes against surfaces like vegetables and dishes. This leads to an enormous amount of freshwater being lost daily. The Aqua Pro Water Saving nozzles tap into Atomization Technology, converting water into a dense mist by breaking it into millions of droplets. This innovation maximizes water usage efficiency by increasing surface area, ensuring every drop counts.
Q. How does Hindware's partnership with Altered improve access to affordable water-saving solutions, and are there plans to reduce costs or use recycled materials for wider accessibility?
A. With pricing starting from just Rs. 399, these innovative nozzles from the Aqua Pro Water Saving solution are specifically designed to make water conservation accessible to all segments in India.
The affordability of these products ensures that a larger segment of the population, can access and benefit from them, especially in areas facing severe water shortages.
Q. Could you explain how Hindware's commitment to sustainability, as demonstrated by its partnership with Altered, aligns with government initiatives like the Jal Shakti Abhiyan?
A. Hindware's collaboration with Swedish Innovative company Altered underscores its commitment to sustainability, particularly in water conservation, which is in alignment with government initiatives such as the Jal Shakti Abhiyan. Through this partnership, Hindware has introduced cutting-edge water-saving technology that significantly reduce water consumption. They reflect a shared vision for sustainable water resource management, addressing both immediate needs and preparing for future demands.
Q. How does Hindware's introduction of innovative water-saving solutions reflect its corporate responsibility towards environmental conservation and sustainable development? Could you share your larger and long-term goals?
A. The launch of 'Aqua Pro Water Saving Solutions.' reflects Hindware’s commitment to corporate responsibility, specifically in the realm of environmental conservation. By developing products under the range that significantly reduce water usage, Hindware is addressing critical environmental challenges, aligning its operations with sustainability goals set by India, and responding proactively to the pressing need for water conservation.
Our water-saving solutions portfolio includes a range of products designed to support environmental conservation and sustainable development. From water-efficient faucets to eco-friendly water closets and showers, Hindware strives to minimize water consumption and foster a greener future. The company continually advances its technologies and expands its range of eco-friendly products, with the goal of not only reducing its ecological footprint but also empowering its customers to do the same, thereby fostering a culture of sustainability.
Hindware's commitment to innovative water-saving solutions is just one facet of its broader corporate responsibility towards environmental conservation and sustainable development. The company has also launched significant CSR initiatives aimed at enriching communities and fostering sustainable practices. Through the 'Swastha Sampada' program, Hindware provides free health screenings and medicine distribution to local communities, addressing immediate health needs and promoting long-term well-being. The 'Kaushal Vridhi' initiative focuses on empowering the youth by offering skill development training in various trades related to the ceramic industry, preparing them for future employment opportunities.
Additionally, Hindware actively promotes improved sanitation by constructing toilets in schools, an effort that not only helps reduce dropout rates among girls but also enhances overall school sanitation facilities. These initiatives showcase the brand's dedication to empowering people and improving lives through thoughtful product designs and responsible business practices.
Q. Considering India's projected water scarcity by 2050, how does Hindware plan to scale up its efforts in water conservation through its Aqua Pro solutions and other initiatives?
A. Given the looming water scarcity expected to impact India by 2050, we are committed to intensifying our efforts in water conservation through our Aqua Pro solutions and broader initiatives. Our extensive range of water-conserving sanitaryware and faucets, which hold certifications from the International Association of Plumbing and Mechanical Officials (IAPMO), underscores our commitment to quality and environmental sustainability.
To further enhance our impact, we leverage our experienced institutional team to forge strong partnerships with national real estate developers. Through these collaborations, we are integrating our advanced water-saving solutions into new and existing projects, enhancing our presence in green building and sustainability-focused developments. This strategic approach not only strengthens our market position but also significantly contributes to mitigating the challenges posed by India’s critical water situation.
Q. With these intelligent nozzles, will Hindware collect any data on user water consumption habits?
A. We have decided not to collect data on user water consumption habits through our intelligent nozzles. Our focus remains on providing effective water-saving solutions while respecting user privacy and maintaining transparency in our operations.
Q. Beyond product development, will Hindware consider partnering with NGOs or government agencies for water conservation awareness campaigns, particularly in water-stressed regions?
A. Yes, Hindware is committed to extending its efforts beyond product development to address water conservation. We plan to collaborate with government bodies on awareness campaigns, focusing on educating school children about water savings. This initiative will include demonstrations on the use of Aerators and Nozzles in schools, particularly targeting water-stressed regions.
Q. How can Hindware, along with industry peers, educate consumers on water-saving technologies and promote sustainable practices in product design? Additionally, what's Hindware's vision for sustainable innovation in the sanitaryware sector and its commitment to environmental sustainability?
A. Hindware is committed to promoting water-saving technologies and sustainable practices in product design and believes in collaborative efforts with industry peers to effectively educate consumers on these important issues.
By working together, we can demonstrate the benefits and necessity of adopting sustainable practices, emphasizing how small changes in product usage can lead to significant water savings. As part of this commitment, Hindware has partnered with the Water Management & Plumbing Skill Council (WMPSC) to upskill 5,000 plumbers within the next two years. This initiative actively contributes to the nation's efforts to build a skilled workforce in sectors like water management and sustainable plumbing practices.
Furthermore, to educate consumers, our recent TV commercials feature cricket icons from the Royal Challengers Bengaluru team, aiming to raise awareness about water conservation for a sustainable future. These commercials highlight our latest innovation – the Aqua Pro Water-Saving Nozzles – showcasing how our products can contribute to water conservation and sustainable living.
We are committed to sustainability at every juncture of our operations. We are working on showcasing the cost benefits associated with water-saving technologies, reinforcing that sustainability is not only ecologically responsible but also economically wise.
From zero-discharge manufacturing plants to solar-powered facilities, Hindware champions eco-conscious practices, spearheading the industry’s transition towards sustainability.
