Have we ever wondered why is it that even though two thirds of the earth is engulfed in water, only 3% of it is consumable? Further, it is the abuse of the available trifle of consumable water that is cause for concern for every one of us. Further, sanitation has been a gripping problem for most developing as well as third world countries in the world. Poor sanitation leads to unknown health degradation and the world is heading towards an endless crusade against these diseases. Probably one every month and also probably, a new virus is emerging out of nowhere as we speak.

Sanitation encompasses not only keeping the latrines and bath areas clean, but to maintain garbage disposal at utmost discipline. This has not been made possible even in one of the world’s largest economies, India. Spurious garbage thrown at every corner of a street leads to unwanted infestation. Now we know where this is going to lead us. Society has to claim responsibility for the chaos they put themselves in. It is high time we know how to eradicate this problem. Hydration is imperative to maintain hygiene. Running water carries all that lies beneath along with it, so does the concept of rivers tell us. Likewise, hydrating the environment helps a great deal in warding away breeding of harmful viruses.

To emphasize the importance of hydration and sanitation in India, The Coca-Cola Inc., in collaboration with TERI University and the U.S Agency for International Development (USAID) have launched the “Strengthening Water and Sanitation in Urban Settings”, shortly the WASH (Water, Sanitation and Hygiene) program, in Kolkata. This is a one of a kind association which has never been done before that will lead to the healthy development of low income settlements in the city and its surroundings.

The collaboration aims to reach deep within to the slums of Kolkata and Chennai and aims to enhance overall quality of sanitation in these areas. They aim to develop and implement practices that yield better quality of sanitation and hydration in these cities. At the end, this collaboration aims to touch 50,000 beneficiaries in low income settlements and over 300 professionals through WASH Governance studies. What’s more, today’s children are the future generation. This effort aims to touch base with a minimum of 2500 children through 20 municipal schools across the country.

This unique CSR initiative by The Coca-Cola Company hopes to kindle a spirit of preservation amongst the public and push reform with respect to sanitation and hydration across the country, and help make us an example for the world to follow.