Mumbai needs four billion litres of drinking water every day to serve the needs of all its residents. However, the main civic body responsible for the city's water supply, the Brihanmumbai Municipal Corporation (BMC), reports that it can only supply 3.3 billion litres a day.

BMC's latest initiative, the Middle Vaitarna project, which will provide 455 additional MLD of water to the city, is not expected to begin supply before 2012.

Anand Shah, CEO, Piramal Water Private Limited, said that BMC's campaign to use Sachin Tendulkar as a brand ambassador to promote water conservation is a good idea. “There is a need to generate awareness on water issues. People need to know that water is an issue and it is a commodity which has to be shared by everyone”, he said.

Piramal said should go for rainwater harvesting to supplement water supply. “BMC should form a policy under which it should be compulsory for old and new buildings in Mumbai to have rainwater harvesting techniques in place. Recycling and treating waste water should also be promoted by the BMC,” Piramal added.

“The expensive buildings in Mumbai always have water. It is the common people in Mumbai who have to wait 2o hours to get their share of water,” he commented.