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Harpic launched Mission Paani : How can you keep your family safe? 

Launches ‘Swachhta aur Paani’, a mission which is need of the hour


Harpic Mission Paani through its new campaign ‘Swachhta aur Paani’ (Hygiene and Water) is aiming to reach out to people on the importance of water in maintaining hygiene. Currently, it has become even more important due to covid. Over the years, the focus for water-conservation has been understandably more on saving drinking water, but with the COVID-19 outbreak, it has become clear that an increased need for water is also evident to maintain best-in-class hygienic practices to combat diseases.

save water

(Representational Image)

Water is an issue that is affecting the daily lives of many Indians. As per Water.Org, 99 Million Indians lack access to safe water and 541 Million Indians lack access to improved hygiene. Until now, our water-conservation narratives had been focused on making drinking water accessible, but with COVID-19 we have realized that water is equally important for maintaining hygiene and combating diseases.


Read more: World Poverty Eradication Day: How India uplifted millions of people out of poverty?

Harpic has been pioneering the cause of hygiene and sanitation in Indian homes for decades and has been working towards driving behaviour change through awareness campaigns. Harpic Mission Paani’s new strategic pivot of ‘Swachhta aur Paani’ (Hygiene and Water) rests on the critical components of both water and hygiene, and the aim is to bring everyone together in this mission for a safe, hygienic and sustainable tomorrow.

Speaking about the pivot, Mr Narasimhan Eswar, Senior Vice President, RB Hygiene, South Asia said, “RB’s purpose- to protect, heal and nurture in the relentless pursuit of a cleaner and healthier world- has never been more relevant. Harpic Mission Paani is one of our key campaigns aimed at raising awareness and driving behaviour change on water conservation and sanitation in India.  At this point, the need for hygienic sanitation alongside efficient water management is absolutely critical for our country. Through Mission Paani, we are now keen to encourage all our citizens on driving optimum utilization of this crucial resource for improved hygiene and sanitation that will help save lives. Harpic with this strategic shift continues to play the role of an enabler in providing superior hygiene and healthier homes.”

RB India in collaboration with News 18, launched Harpic Mission Paani, a nation-wide water conservation drive in 2019. In wake of the critical challenges with the COVID-19 pandemic, the Harpic Mission Paani Campaign has been re-calibrated with an objective to save water for improved hygiene and focus on efficient water management.


We stand at a critical threshold today, where we are facing a pandemic and are witnessing the ever-depleting level of water. A precious natural resource, that is imperative for our survival and overall wellbeing needs to be nurtured, cared, protected, and preserved.


It’s urgent. It’s important. And it’s imperative for a better future. Let’s all pledge together for a more equitable, more sustainable tomorrow, by focusing on water as well as hygiene.

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