Aashirvaad - Boond Se Sagar

As part of its commitment to society, Aashirvaad has spearheaded a nationwide initiative for water conservation. Dubbed Aashirvaad - 'Boond Se Sagar' this initiative has over the years put into place 31000 acres of life saving irrigation and touched the life of over 40000 people. The ITC Rainwater Harvesting programme brings people together and train them to plan and build water conservation structures like bunds, check dams, tanks and farm ponds.

Already as part of the 'Boond Se Sagar' initiative 26000 people have been gainfully employed to provide life saving irrigation on 31000 acres and to implement soil moisture conservation measures on over 37000 acres of land. The mechanism of funding the initiative is simple - a predetermined portion of the realization from every pack of Aashirvaad product (Atta, Spices and Salt) that is purchased is contributed to the water conservation efforts.

According to Mr. Ravi Naware - Divisional Chief Executive of ITC Ltd - Foods Division, "This 'Boond Se Sagar' initiative makes each one of us at ITC very proud since this initiative helps us to partner with the millions of consumers who buy Aashirvaad products, to make a meaningful contribution to the water conservation efforts of the nation" ITC has been continuously working towards the conservation of water for the last 6 years and the company's sustained effort over the years has made them a water positive company by increasing the conservation of rainwater and reducing consumption by all the units of the company. This national water conservation drive is a big step toward communicating this philosophy.