NEW DELHI (India CSR): With the vision to improve water security in the region, Titan Company Ltd. today officially inaugurated the Masaorambhu Stream Restoration Project in Thondamuthur Block, Coimbatore, an instrumental initiative led in partnership with Siruthuli. The comprehensive water-body revival effort is designed to replenish 10 crore litres of water, thereby creating a perennial water source to support agriculture and livestock, and significantly improve groundwater levels across the rural hilly catchment. By constructing a series of upstream check dams and undertaking desilting and channel-shaping works, the project is expected to prevent soil erosion, enhance flood resilience, reduce human-animal conflict through regulated reservoir flows, and meet both community water needs and agricultural demands.
The ceremony was graced by dignitaries including C K Venkataraman, Managing Director, Titan Company Limited; N E Sridhar, Chief Sustainability Officer, Titan Company Limited, Dr. K Manivasan, I.A.S., Additional Chief Secretary – Tourism (Culture and Religious Endowments Department); S Malarvizhi, I.A.S., Additional Secretary – (Water Resources Department); Pavankumar G Giriyappanavar, I.A.S., District Collector, Coimbatore; and M Sivaguru Prabhakaran I.A.S., Commissioner (Coimbatore City Municipal Corporation).
Engineering Water Solutions
Initiated in January 2025, the project was funded by Titan Company Limited as a part of Corporate Social Responsibility, conceptualized and executed by Siruthuli, with environmental impact assessment conducted by RightDots. Together, these partners collaborated to construct 07 strategically placed check dams, each averaging 15 meters in length and 1.5 meters in height, using a mix of stone masonry and cement tailored to terrain and flow volume. These check dams have been engineered to slow stream flow, promote percolation, enhance groundwater recharge, and prevent soil erosion during high runoff events. Additionally, extensive desilting and channel shaping works have been undertaken to remove encroachments and debris from the streambed, restoring natural contours and stabilizing the channel. Native grasses and shrubs have also been planted along stream banks to reinforce soil stability, while indigenous tree species are slated for planting to improve canopy cover and foster biodiversity regeneration along the stream corridor.
Empowering Rural Communities
“Water security is not just an environmental concern but a socio-economic imperative for rural communities,” said Mr. C K Venkataraman, Managing Director, Titan Company Limited. “Through our structured interventions to re-stabilize groundwater levels, we are empowering 4,000 people across 1,200 households, who intricately rely on this water source for their livelihoods. This project exemplifies our commitment to build community resilience; helping the region to cultivate land, improve quality of life, and reduce reliance on costly borewell rebores for water,” he added.
Environmental Benefits Assessed
Environmental impact assessments conducted by Right Dots indicate that, upon completion, the project will eliminate the need for 100-foot-deep borewell rebores—a common necessity in the region due to chronic groundwater depletion. Enhanced water availability is expected to recharge local open wells and borewells, revive seasonal flow patterns of the Masaorambhu stream, and support local flora and fauna. The initiative covers approximately 2,400 acres and is also anticipated to reduce crop damage caused by wildlife incursions, particularly in banana and coconut plantations, by maintaining a more consistent stream flow that discourages animals from venturing into agricultural fields.
Boosting Agricultural Output
Economically, the intervention is poised to bring 300 acres of fallow land back under cultivation in both directly and indirectly impacted villages, enabling farmers to transition to higher-value cash crops and boost their incomes.
Sustainable Water Vision
N E Sridhar, Chief Sustainability Officer, Titan Company Limited, added, “Our collaboration with Siruthuli demonstrates how integrated interventions as these can transform a declining stream into a lifeline for both people and nature. This project is not alone looking at addressing water scarcity but also at minimizing human-animal conflict. These models, interestingly are scalable and replicable across similar catchments facing groundwater depletion in Tamil Nadu and beyond. At Titan, this is an important step towards our water neutrality; we are working towards duplicating the impact across many regions in the future.”
Community-Led Maintenance
A community maintenance committee—formed under a memorandum of understanding with Siruthuli and the local Gram Sabha—will oversee long-term stewardship of the water resource, ensuring sustained benefits from restored flow and groundwater recharge. As these interventions mature, Titan envisions scaling this model across neighbouring catchments, establishing replenished groundwater, revived streams, and restored biodiversity as the foundation for sustainable agriculture and community prosperity.
(India CSR)
