India is one of the largest markets where Coca - cola is operating. This giant corporation has invested a lot of financial and human resources for this market, thus it is no wonder that Coca - Cola India is one of the leading beverage companies of the country. Owning over 2.6 million retail outlets and other strong distribution networks, Coca – Cola India is the most famous brand, which has capability of providing their beverages to millions of people. Beside manufacturing and business activities, the company also focuses on supporting the local community through the programs such as “Primary Healthcare”, “Support my school”, “Replenish water” so on, which created positive effects to people. (Coca-Cola India, Coca-Cola worldwide and India) Although the firm has achieved many successes, it’s manufacturing operations are also strongly affected by environmental issues in this populous country, especially the problem of water shortage. Some of the primary causes which lead to this issue can be identified such as the lack of suitable strategies, laws and regulations in managing water quality and quantity from Indian government. Secondly, the operation of manufacturing company’s wastewater treatment system is not effective resulting in the large amount of known and unknown pollutants were discharged to the environment which lead to surface and ground water pollution. In addition, the over exploitation of groundwater is also contributing to push the situation becoming significantly worse. The volume of groundwater that India are using now for irrigating agriculture and domestic use is bigger than United States and China combined (Asit K Biswas, 2017). On the other hand, water is the essential ingredient in all Coca-Cola’s product and manufacturing process (Coca-Cola, Annual report 2016). The rising need of water in this nation can lead to the increase in water cost; consequently, the price for sugar-sweetened beverage go up and the demand for using these products decline. All these impact of water shortage are adversely influencing to the company’s profitability at present and in the future as well. The first time that the firm experienced the pressure of water demand was 2004, which they was accused of exceeding in water use than the permission during time of drought. This caused the anger of local people and they was forced to close a bottling plant in Kerala, India (Veritas, 2016). Most recently, in March 2017, once again Coca-Cola India was accused of exploiting water resources. There were more than a million traders in South State India, Tamil Nadu and Kerala Vyavasayi boycotted Coca-Cola and Pepsi by stop selling their products through shops and promoting local brands to fight against “Foreign companies”. (Doshi.V, 2017) This event certainly affected heavily to Coca-Cola’s sale and their reputation in India market. In fact, to cope with the scarcity of water use for local farmers, Coca-Cola collaborated with the Indian government to fund for the “Drip Irrigation Project”, which have helped for hundred farmers to effectively irrigate for their crops without using too much water like before (Batra, January 2015); Nevertheless, The impact of this project only changed the lives of farmers on a small scale, they need to strongly invest for more programs in order to maintain water resource for local community as well as remove the firm’s bad image out of their mindset. India is one of the largest market in the world, if Coca-Cola does not quickly come up with appropriately sustainable solutions, the boycott will continue spread on a larger scale in the future. This may not only seriously affect to Coca-Cola‘s profitability, but also influence negatively to their reputation in global market. The proposed methods for the strategies of effective water use and conservation below based on the reference of researches on the measures to recycle wastewater and the cost-effective ways to self-produce water from natural sources. This plan include four parts that Coca-Cola need to do is that: 1. To effectively utilize scare water resources in India, the company need to set a goal is within 5 years, they will construct efficient wastewater treatment systems at all bottling plants in there to return treated water back to communities and natural in which help them to meet the demand for water use duration of drought (Coca-Cola, Wastewater: Safely Returning the Water We Use to Make Our Beverages). 2. The need of sugar-cane for Coca-Cola’s manufacturing process of products is enormous; nevertheless, this plant consumes large amounts of water, which cause serious shortage of water for other crops. Therefore, the company can apply the method of using windmill at low cost to create water for irrigation of their plants as well as generate electricity for poor farmers (Moving Windmills, 2010). 3. Collaborate with the local government or other non-governmental organizations in order to support finance to implement the project name “Rainwater harvesting” for people in drought areas. This is a low-cost-consuming solution to deploy and high feasibility (WWF Global, Rainwater Harvesting: Develop a Water Harvesting Model for the Neighbourhood). 4. An invention published in 2016 opened the door of hope for people who are living in scare water areas. This device name “WaterSeer”, which only use a low-tech for it’s operation. The advantage of it are low cost and capable of condensing atmospheric water in which provide natural water for communities around the world. The ability of this device is incredible, it can produce up to 11 gallons of water per day that can improve rapidly the demand of clean water for people who are struggling everyday with serious water shortage (Markham. D, 2016). REFERENCE LIST Asit K Biswas, C. T. a. U. S. (2017). "India is facing its worst water crisis in generations." Retrieved 22 May, 2017, from Batra, G. (January 2015). "Small Steps Lead to Big Changes: Irrigation Experiment Yields Prosperity for Indian Farmer." Retrieved 22 May, 2017, from Coca-Cola company, "Wastewater: Safely Returning the Water We Use to Make Our Beverages." Retrieved 22 May, 2017, from Coca-Cola company, (2016, p.10). "Annual Report 2016." Retrieved 22 May, 2017, from Doshi, V. (2017). "Indian traders boycott Coca-Cola for 'straining water resources'." Retrieved 22 May, 2017, from WWF Global, "Rainwater Harvesting: Develop a Water Harvesting Model for the Neighbourhood." Retrieved 22 May, 2017, from http://wwf.panda.org/about_our_earth/teacher_resources/project_ideas/rainwater_harvesting Coca-Cola India, "Coca-Cola Worldwide and in India." Retrieved 22 May, 2017, from Markham, D. (2016). "Wind-powered device can produce 11 gallons per day of clean drinking water from the air." Retrieved 22 May, 2017, from Veritas (2016). "Always Coca Cola?". Retrieved 22 May, 2017, from Moving Windmills, M. (2010). "William Kamkwamba Gets High on Wind." Retrieved 22 May, 2017, from