Livpure, Tendulkar launch initiative for safe drinking water

Livpure Foundation, a CSR arm of diversified Sar Group, has joined hands with cricket icon Sachin Tendulkar to launch an initiative to spread awareness about safe drinking water across the country.
Under the initiative - ShuddhPaani, Swastha Bharat - the entity would map the water quality across different regions and help create a platform for all interested stakeholders to address the critical problem.
"The initiative has been launched to create awareness among people regarding the benefits of safe drinking water. It is a movement to help eradicate the mortality rate among children under five due to waterborne diseases," Sar group Founder Rakesh Malhotra told reporters here.

As part of the initiative, the foundation would focus on urban slums and various states including West Bengal, Bihar and Uttar Pardesh, he added.
In order to reach out to people, the foundation is plans to work closely with school students under 'Students Ambassador Program'.
As part of the initiative, the selected school students would be trained to pick up samples of water for laboratory testing and also bacterial contamination.

"In phase 1, as far as 250 schools representing all segments from NCR Region will be identified. In the second phase the project is likely to cover next three metros- Kolkata, Chennai, Mumbai as well as selected rural areas," Malhotra said.

Sachin Tendulkar said there is an immediate need for more of such movements because of water contamination problem in the country.
"The initiative will restore the cleanliness of water bodies and will help in maintaining the ecological balance of the environment," he added.
Sar Group has interests in various sectors including telecom and electricals and water purifier segment under the aegis of group firm 'Luminous Water Technologies'.