PRESS RELEASE Global Coalition unites to tackle the urban water crisis and address climate change through public-private collaboration  

FOR RELEASE: 10/27/2020 7 AM EST 

Companies, policymakers, cities and citizens will develop and scale innovations that reinvent water consumption in the home and drive system-level transformation 

GENEVA, Oct. 27, 2020 — Launched today, the 50L Home Coalition (Coalition) is a global action-oriented platform addressing two of the world’s most pressing challenges: water security and climate change. This global collaboration aims to re-invent the future of water and change the narrative on domestic water consumption by making a water-efficient lifestyle – 50 Liters (L) of daily water use per person – an irresistible aspiration for all.  

The world is in the midst of an urban water crisis, and the pressures on our limited resources are only acceleratingSeventy percent of the world’s 20 megacities are already experiencing water scarcity or drought conditions, disrupting business, threatening health and exacerbating inequalities. The average home in the developed world is highly inefficient, and average per capita household water use is as high as 500L per day. Because an estimated 16% of total energy use in the home is related to water, this disproportionate domestic water consumption is also contributing to climate change.  

The Coalition will advance policies, technologies and cross-industry collaboration to drive responsible water consumption in residential households and commercial buildings as a strategic lever to transform urban water management. Convened by the 2030 Water Resources Group (2030 WRG), World Business Council for Sustainable Development (WBCSD) and World Economic Forumthe Coalition is led by a pioneering leadership group of private sector, public sector and civil society representatives, including Arcadis, Electrolux, Engie, Kohler, Procter & Gamble and Suez. Under the direction of the Board, Braulio Eduardo Morera will lead the 50L Home Coalition as director, starting December 15. 

The Coalition will collaborate across four key pillars to accelerate progress towards United Nations Sustainable Development Goals 6 (clean water and sanitation), 12 (responsible consumption and production) and 13 (climate action) 

  • InnovationDeveloping solutions to address water efficiency in homes and within the wider urban water system. 
  • Education: Reshaping peoples relationship with water, helping to inspire daily behavioral lifestyle changes 
  • Implementation: Launching pilot projects in water-stressed cities that mobilize local stakeholders and financing.  
  • Policy and regulation: Advancing policy, regulatory and industry frameworks to transform household water use. 

In facilitating collaboration across these four pillars, the Coalition aims to make responsible household water consumption a key aspect of cities climate, water security and resiliency strategies.  

 “Our brands reach five billion people around the world, and with this scale comes a responsibility to continue innovating our products to help save energy, water and natural resources,” said Shailesh G. Jejurikar, Chief Executive Officer, Fabric and Home Care, Procter & Gamble and Co-Chair of the Coalition. “We need unprecedented collaboration between businesses, government and civil society to make 50 liters of daily water use per person a reality.”  

Through the 50L Home Coalition, we will leverage our global presence, our water chemistry expertise and our innovation in water and energy-efficient products to accelerate positive change,” said Virginie Helias, Chief Sustainability Officer, Procter & Gamble. We need to partner with the entire water value chain through public and private collaboration, and we need cities and citizens to engage. Together, we can bring to life this ambitious and inspiring vision, re-imagining how people live in their homes so that we can collectively protect our common Home.”  

“The 50L Home Coalition is a terrific way to engage and educate consumers to be better water stewards in their home and for the planet,” said David Kohler, President and CEO of Kohler Co. “This opportunity pushes us even further to innovate and deliver the next generation of water-efficient products and solutions that offer transformative value to our customers and partners. We’re excited to contribute and be in the company of several other forward-thinking organizations poised to create positive change.” 

“There is still time to stop our cities from running out of water, but we must act together to do so,” said Peter Oosterveer, Global Chief Executive, Arcadis. “If we can reduce each person’s water use to around 50 liters per day, we can help preserve this resource for future generations and make a positive contribution to the fight against climate change. This is why Arcadis has joined the 50L Coalition and why we’re taking action to help ensure everyone has access to clean water.”  

“Water issues moved from being difficult to solve to being complex. Water, health, food, climate, energy, agriculture issues are all interconnected, and cannot be addressed in silo,” said Annelise Avril, SUEZ Senior VP Innovation, Digital Transformation & Research. “No single stakeholder has the whole answer. SUEZ joins the 50L Home Coalition because we are convinced we need to join forces, combine our skills and expertise to come up with adequate solutions.”  

“2030 WRG brings a multi-stakeholder model of collaboration that drives change through collective action on the ground,” said Karin Krchnak, 2030 WRG Program Manager. “We are excited to join the 50L Home Coalition to transform how water is used and valued by all, particularly at the urban level, as cities face increasing risks of water insecurity, shared by governments, the private sector and civil society.” 

“The pandemic of 2020 has brought to light the importance of water as a front-line public health defence. In the home, we need water to cook, clean, hydrate and for hygiene,” said Peter Bakker, President and CEO, World Business Council for Sustainable Development. “Business is already providing solutions that reduce and remove the need for water used in the home. But we can do so much more. Through the 50L Home Coalition, we want to accelerate and scale the deployment of practical solutions for sustainability that reach the household and trigger systemic change.” 

“As cities worldwide face increasing pressure to meet the needs for competing water resource demands, re-inventing our urban water systems to be more resilient and resource-efficient becomes critically important,” said Dominic Waughray, Managing Director, World Economic Forum. “Achieving systemic change can best be achieved through multi-stakeholder coalitions and fostering cooperation and innovation across a diverse group of leaders – the 50L Home Coalition is an exciting global action platform that will turn this vision into reality.”  

The 50L Home Coalition offers an opportunity to accelerate innovations to enable communities’ appropriate and responsible use of water resources,” said Braulio Eduardo Morera, Director, 50L Home Coalition. “I am excited about the prospect of leveraging the capabilities of the private sector, public sector and civil society. Together we will build strong collaborations with policymakers, national and local leaders and innovators to help cities adapt to climate change and avoid acute water crises.” 

Reinventing water consumption in the home is not something one company or organization can do alone. The Coalition invites visionary leaders from companies, cities or civil society that are committed to solving the urban water crisis and addressing climate change to join the Coalition. To learn more about the Coalition’s projects, members or upcoming events, visit 



Rachel Stand 

Hill + Knowlton Strategies  

(516) 761– 5892 

2030 WRG Maharashtra Webinar Series on Wastewater Reuse in Agriculture in India

A 3-part Webinar Series on Reimagining Reuse of Treated Wastewater in Agriculture in India: Technology, Finance, and Governance Perspectives


With depleting freshwater sources and ballooning population, prioritizing water treatment is essential for India to build a circular economy. Several peri-urban areas that predominantly have agrarian landscapes are rapidly being converted into urban settlements with major changes in land use land cover pattern. The pace of this rapid urbanization surpasses the pace of infrastructure development, leading to a lack of basic amenities in peri-urban areas. Management of water resources and solid waste in these areas is highly challenging. Hence, there is a need for a review of harmonization on quality standards, criteria for discharge of water in the natural ecosystem, and integrating reuse and recycle of Treated Wastewater (TWW) to build a circular economy.

Currently, only around 30% to 40% of wastewater in India gets treated, with a few examples of this treated wastewater being reused. There is a need to mainstream the reuse of TWW in agriculture through various approaches and technologies as they provide enormous opportunities to build climate resilience; enhance circular economy of resources; improve ecosystems, public health, and water availability for farmers; as well as preserve livelihoods.

A virtual 3-part Webinar Series is being convened by 2030 WRG in collaboration with the Israel Economic and Trade Mission, World Business Council on Sustainable Development (WBCSD), India-EU Water Partnership (IEWP), and the Government of Maharashtra.

This Webinar Series will focus on the following dimensions of reuse of TWW in agriculture:

  • Webinar 1: Reuse and Applications of Treated Wastewater in Agriculture:
    Mapping the India Story and Insights from Israel (October 27, 2020)

    • See the session presentation here and the video recording here.
    • Detailed program below
  • Webinar 2: Wastewater Treatment Systems and Technologies: Fit for Purpose – Fit for India
    • When it’s time, click HERE to join the meeting (link to follow)
  • Webinar 3: Financing and Governance Frameworks to Mainstream Reuse of TWW
    • When it’s time, click HERE to join the meeting (link to follow)


Detailed Program: Webinar 1


Welcome and Setting the Context

  • Kavita SachwaniState Program Coordinator, 2030 WRG, Maharashtra
  • Sagi ItcherHead of Economic and Trade Mission, Consulate General of Israel

Insights from Israel: Innovations and partnerships for Wastewater Reuse in Agriculture

  • Oded Distel, Chief Executive Officer at Tal-Ya Agriculture Solutions, Israel

WBCSD Perspectives on Wastewater and Resource Circularity

  • Tom Williams, Director-Water, World Business Council on Sustainable Development

Insights into the National Wastewater Reuse Policy

  • Jeremy Bird, Senior Water Policy Expert, India-EU Water Partnership / GIZ

Panel Discussion 1: Reuse of Treated Wastewater in Agriculture – Current Status and Implementation challenges

Moderator: Dr. Mahesh Patankar, Senior Advisor, 2030 WRG

  • Shilp VermaResearcher, International Water Management Institute
  • Vishwanath S, Director, Biome Environmental Solutions Ltd.

Panel Discussion 2: Building Climate Resilience through Wastewater Reuse – Live case study from Marathwada

Facilitated byDr. Anjali ParasnisTechnical Consultant, 2030 WRG; and Kavita SachwaniState Program Coordinator, 2030 WRG, Maharashtra

  • Eknath Dawale, IASSecretary, Agriculture, Government of Maharashtra (TBC)
  • Astik Pandey, IASCommissioner, Aurangabad Municipal Corporation, Government of Maharashtra
  • Anil Hadgaonkar, SDAO, Project on Climate Resilient Agriculture, Aurangabad
  • Farmer(s) / WUA of Zalta Gram Panchayat, Aurangabad

Closing Remarks

  • K P Bakshi, IAS (Retd.),  Former Chairman, Maharashtra Water Resources Regulatory Authority


For more information, please write to us at