iTV Network launches water sustainability project with AquaKraft

World Water Day is marked on March 22 every year. It’s a day to celebrate existence and significance of water in our daily life. The major issue in India on water consumption is clean drinking water, health, hygiene and sanitation. To cope with these issues, the Government has undertaken several initiatives like Swachh Bharat Abhiyan and Clean Ganga Project to create an enabling environment for innovation and sustainability.

Taking cue from the Government initiatives, iTV Network and Atom Technologies, in partnership with AquaKraft Projects, have initiated a special programme for the betterment of the society. Under this special programme, water ATMs and public utility services will get administered across the length and breadth of the country, including D, E, and F category railway stations under the CSR programme facilitated by IRCTC and CMAI Association of India.

Aquakraft, in partnership with iTV Network and Atom, have joined hands to provide clean drinking water though aqua ATMs starting with Varanasi City. 41 Water ATMs and 10 state-of-the-art public utility toilets will be initially inaugurated in the key areas of North Eastern Railway district. Atom is one of India’s leading payment service providers and powers the payments solution of AquATM, where prepaid cards would be used by consumers for purchasing water.

Similar type of utility station has already been implemented in Maharashtra, Karnataka and Rajasthan and is currently being implemented in Baramati by Aquakraft. The entire initiative will lead into a seminar on water conservation with the participation of key stakeholders, bureaucrats, corporates, subject experts from the water and sanitation industry.

AquaKraft Chairman & CEO, Subramanya Kusnur, highlighted the importance of water and said, “Water management is an important requirement for ecologically sustainable development. Efficient consumption of water is a major issue in today’s society, thus our project has been set up to create products that can help preserve one of our key natural resources and at the same time fulfil the requirements of clean and healthy water to the nation.”

Kartikeya Sharma, Founder & Promoter, iTV Network, added here, “iTV Network has always been at the forefront of using media as a platform for change. Availability of clean drinking water is one of the key challenges today and we at iTV Network are happy to work closely with AquaKraft to create a revolution in the distribution of clean and safe drinking water.”

Atom Technologies CEO, Dewang Neralla, said, “We are extremely elated to work with AquaKraft for powering their AquATMs with our prepaid cards. We strongly believe this will benefit the clusters of villages and communities around the stations and will not only provide safe drinking water, but also help foster greater financial inclusion through enablement of payments for water as well as other services using the prepaid cards.”