Pernod Ricard India Strengthens Water Stewardship in Punjab Through WAL Program

#PernodRicardIndia #WaterStewardship #SustainableFarming #PunjabAgriculture #WALProgram #ClimateResilience #KrishakKranti #FarmersFirst #WaterConservation #SustainabilityInAction

Chandigarh: In a state where agriculture forms the backbone of the economy, Punjab’s farming sector is facing a critical challenge—declining groundwater levels due to decades of intensive farming and water-intensive cropping patterns. With agriculture consuming nearly 80% of the state’s water resources, urgent interventions are required to ensure sustainable practices that protect the livelihoods of farming communities. Rising to this challenge, Pernod Ricard India (PRI), in collaboration with its NGO partner Suvidha, is implementing its flagship Water, Agriculture, and Livelihoods (WAL) program in Punjab, bringing practical and scalable solutions for water stewardship and farm sustainability.

Transforming Agriculture in Punjab Through Krishak Kranti

At the heart of PRI’s WAL program in Punjab lies the Krishak Kranti initiative, which is being implemented across 15 villages in the Dera Bassi block. The program establishes Krishi Sansadhan Kendras (Farm Resource Centers), envisioned as one-stop hubs where farmers can access expert advice, region-specific farming knowledge, and modern agricultural practices.

These centers act as crucial bridges, linking local farmers to institutions like Punjab Agricultural University, Ludhiana, thereby integrating scientific insights with grassroots practices. Through training sessions and demonstrations, the program emphasizes water-efficient irrigation, crop diversification, soil health preservation, and modern farming practices designed to increase resilience to climate variability.

Farmer Success Stories: Voices of Change

The real impact of the WAL program shines through the stories of individual farmers who have embraced new practices and are now reaping rewards.

Balvinder Singh, a farmer from Jaulan Kalan Village, shared his transformation journey:
“Earlier, I practiced traditional farming, as had been done for the past 20-30 years in our area. However, after the PRIF team visited our village and provided training, I received valuable guidance on vegetable cultivation. Inspired by this training, I decided to cultivate chillies on half an acre and onions on another half-acre this season. Encouraged by these results, other farmers from my village have also started growing vegetables and are now earning good profits.”
Darshan Singh from Jhawansa Village highlighted the adoption of sprinkler irrigation systems through the Krishak Kranti program. This transition has allowed him to save water, reduce labor, and diversify his crops. “Earlier I used to grow only two crops like pumpkin and brinjal. Now I grow a variety of crops while saving both water and time.”
Gurpreet Singh from Jwala Kaula, Chadiala underscored the program’s focus on renewable energy by embracing solar-powered irrigation. “PRI has redefined irrigative practices by installing solar panels in our village. We now use them to water our crops whenever we need. This has reduced energy costs and improved irrigation efficiency.”

These stories underline how technology adoption, coupled with farmer-centric training, is reshaping Punjab’s agricultural practices, fostering both sustainability and profitability.

Building a Water-Resilient Future

The WAL program’s interventions go beyond individual success stories. Across India, PRI has constructed more than 2,410 water recharge structures, including check dams, farm ponds, and recharge pits, with a potential to replenish nearly 3,339 million litres of groundwater. In Punjab, the program emphasizes community-based water management, ensuring that the benefits of recharge structures and irrigation solutions are widely shared.

By focusing on crop diversification, soil health preservation, and modern irrigation methods, PRI is helping to create water-resilient communities that are better prepared to withstand the dual challenges of water scarcity and climate change.

Commitment to Sustainable Operations

PRI’s water stewardship efforts are not limited to community initiatives. Within its own operations, the company has achieved a 19% reduction in water consumption since FY2018, with a firm target of reaching 20% by FY2030. This underscores its holistic approach to sustainability—addressing both internal efficiency and external impact.

Adding to this commitment, three of PRI’s sites—Nashik, Dera Bassi, and Behror—were recently awarded Gold-level certifications by the Alliance for Water Stewardship (AWS). This recognition highlights the contributions of PRI’s sustainability, CSR, and plant teams in driving responsible water management practices across its operations.

A Model for Public-Private Partnerships

The WAL program in Punjab serves as a blueprint for collaborative solutions to India’s agricultural water challenges. By combining PRI’s corporate resources, NGO expertise, and academic partnerships, the initiative demonstrates how public-private partnerships can create scalable and replicable models for sustainable agriculture.

With groundwater levels continuing to decline in Punjab—where many districts are already categorized as over-exploited—the WAL program is providing farmers with actionable tools to shift toward less water-intensive practices, ensuring that agriculture remains both economically viable and ecologically sustainable.

Conclusion

The WAL program’s impact in Punjab goes beyond crop yields or irrigation systems. It represents a paradigm shift in farming practices—from water-guzzling methods to resource-efficient, climate-resilient approaches. By empowering farmers through knowledge, technology, and community-driven solutions, Pernod Ricard India is playing a pivotal role in safeguarding Punjab’s agricultural future.

As the state grapples with water scarcity, initiatives like Krishak Kranti are proving that sustainability and profitability can go hand in hand. With PRI’s continued commitment, Punjab’s farming communities stand a stronger chance of preserving their livelihoods while contributing to India’s broader goals of water security and sustainable development.