Brands
Godrej Appliances promotes water conservation in new campaign
MUMBAI: Global water crisis is deepening with each passing day. Even a developed city like Cape Town in South Africa is enduring one of the worst water crisis and it may allegedly run out of water next year, if not sooner. Closer to home, Kerala has declared 9 districts as drought hit due to shortage of water. There are 1.2 Billion people or almost 1/5th of the world’s population that live with water scarcity. In India, 330 million people suffer from regular water shortage issues with limited access to clean and safe water.
Taking matters in own hands, Godrej Appliances in India has launched its #MyACSavesWater initiative, which is aimed at sensitising people about this critical issue.
Wondering how an Air conditioner can be a possible source of saving water? Here is the thought behind the initiative – Inside the indoor unit of an AC, there are evaporator coils that cool the warm air blown over it. This causes condensation and moisture forms on the coil, just like how water droplets form on a cold glass of water on a hot day. If run for a period of 8 hours, the air conditioner generates almost 10 Litres of water due to condensation. Generally, this water is taken out of our homes and discarded through drain pipes. However, with approximately 5 million units of air conditioners sold in India each year, that’s potentially 50 million litres of water daily that can be saved and re-used, even without considering the existing installed base of ACs.
Taking this insight and moving a step further towards water conservation, Godrej Appliances, launched its #MyACSavesWater initiative, to educate and encourage people to re-use this distilled water generated from air conditioners. It also provided 1000 customers of its Green Balance range of Air Conditioners, with a unique 10 Litre compact and collapsible water can, to help its customers collect this water and informed them of ways in which the water can be reused like for watering plants, cleaning purposes etc. As per the Indian Standard Code of Basic Requirements for Water Supply, a person uses about 125 Litres of water a day for bathing and cleaning purposes. With 10 Litres of water getting collected from air conditioners and then re-used every day for these purposes, we can save about 8 per cent of daily tap water.
Godrej appliances business head and executive vice president Kamal Nandi says, “Water conservation is a pressing concern in India which needs to be addressed at the earliest. In line with our ‘Soch ke Banaya Hai’ philosophy, the thought behind the #MyACSavesWater initiative is to sensitise people of the depleting water resources and encourage them to conserve water.”
Godrej Appliances marketing head Swati Rathi adds, “We hope that the 1000 cans that we provided to our customers serve as an incentive to take up this drive and inspire many more to follow the example, irrespective of their AC brand. With every AC owner potentially saving 10 Litres water or more daily, we hope this simple soch will usher in a positive change and go a long way in conserving our environment.”
The campaign is being leveraged through social media to reach out to all users of air conditioners, as anyone can help conserve water, irrespective of the brand of air conditioners they use. A video explaining the movement has been shared on our Facebook, Twitter and YouTube social media handles and our website.
A series of posts have also gone up on our social media handles educating the people about the water shortage crisis, the current consumption of tap water and how this simple act of collecting and re-using the water generated from the usage of air conditioners can save millions of litres of water .An emailer and SMS is being sent to all customers, employees and channel partners to take up this initiative and help spread the word.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
