Story link: http://www.goodnewsindia.com/index.php/sieve/article/itc-helps-harvest-water

High profile TV ads and media reports rightly celebrate a unique programme in corporate social responsibility. Originally the Imperial Tobacco Company, ITC has transformed itself into a hospitality and processed food major. Building on its vast network of associating farmers, ITC has become active in water harvesting and restoring soil health. Beginning in 2001 it has so far helped create over 900 water storing bodies, big and small, that help irrigate over 10,000 hectares. In the coming decade, the programme termed ‘Aashirvaad: Boond se sagar’, hopes to cover 50,000 ha.

The company draws a small percentage of the proceeds from the sale of Aashirvaad branded products to form a big corpus, from which 75% of the cost of construction is given out; villagers provide the balance 25%. Company site  News report