Indian consumers express major concerns about water scarcity: Ecolab Watermark™ survey

Data from a global survey commissioned by Ecolab, a global sustainability leader offering water solutions and services in partnership with Morning Consult, has revealed key insights into Indian consumers’ attitudes towards water scarcity. Across all age groups, concerns about water scarcity emerge as a common problem, underscoring the acute awareness of environmental problems among Indian citizens. Within the Indian demographic landscape, this study sheds light on the specific dynamics of water scarcity perception, providing valuable insights for policymakers and stakeholders alike.

The findings from the Ecolab Watermark™ study in India specifically revealed the following insights:

Nearly 90% of Indian adults have significant concerns about environmental issues, ranking highest among India/MENA regions.

Four out of five people, across all generations, are concerned about clean and safe water. More and more baby boomers now want immediate change.

Millennials and Gen Z consumers in India/MENA are more concerned about clean and safe water than their peers in other parts of the world.

Despite concerns, younger generations in India/MENA today expressed fewer concerns about taking direct action on clean and safe water.

Clean and safe water is emerging as a primary environmental issue, and there is strong consensus on its importance for sustainability.

Most Indian consumers are already opting for more eco-friendly products, indicating a shift towards sustainability.

Indians view water conservation as critical and feel a broad sense of urgency to address clean and safe water issues.

Although the government is seen as primarily responsible for water conservation, there is a perception that manufacturers contribute the least.

Indian consumers, more than any other group, are willing to pay a premium for sustainably made products.

More than 70% of consumers recognize a shared concern among government, nonprofits and businesses about their impact on the climate, with calls for more action from business leaders.

Ecolab understands the deep concerns of Indian consumers around environmental sustainability and water conservation and is committed to pioneering innovative solutions that not only address these pressing needs but also set a new standard for corporate responsibility in water management. We at Ecolab are committed to working with communities, governments and businesses to secure a sustainable future for all,” said Geetha Srinivasa, Managing Director, Ecolab India.

As a global leader in water management and solutions, Ecolab recognizes the role of businesses in forging a safer, more prosperous future. The company has been working with its customers for generations on a more water-secure future.

Accelerating change through the power of water is at the heart of Ecolab’s purpose to improve the health of people, the planet and businesses worldwide. The company shares its expertise in smart water use with customers to help them reduce, reuse and recycle water in their operations. In addition to supporting effective water use, Ecolab solutions help customers use energy more efficiently, reduce waste and reduce greenhouse gas emissions to promote a more sustainable future.

To learn more about how Ecolab is working with customers to help solve the world’s most complex problems in a changing landscape, visit

About Ecolab
A trusted partner to millions of customers, Ecolab (NYSE:ECL) is a global leader in sustainability, providing water, hygiene and infection prevention solutions and services that protect people and the resources vital to life . Building on a century of innovation, Ecolab has annual revenues of $15 billion, employs more than 48,000 employees and operates in more than 170 countries around the world. The company delivers comprehensive science-based solutions, data-driven insights and world-class services to promote food safety, maintain clean and safe environments and optimize water and energy use. Ecolab’s innovative solutions improve operational efficiency and sustainability for customers in the food, healthcare, life sciences, hospitality and industrial markets.

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About Morning Consultation
Morning Consult is a global decision intelligence company that is changing the way modern leaders make smarter, faster and better decisions. The company combines its proprietary high-frequency data with applied artificial intelligence to better inform decisions about what people think and how they will act. More information can be found at

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