Chandigarh : Punjab’s agriculture sector is one of the largest contributors to India’s food grain production. The state is now at a critical crossroads due to decades of intensive production and heavy reliance on irrigation which have led to declining groundwater levels, calling for an urgent need for practical solutions to secure the future of farming communities. Responding to these urgent local challenges, Pernod Ricard India (PRI) with its NGO partner, Suvidha is supporting rural communities in Punjab through its flagship Water, Agriculture, Livelihoods (WAL) program.
Pernod Ricard India Foundation (PRIF) is working in 15 villages of Dera Bassi block, to transform agriculture through the Krishak Kranti program. The program sets up Krishi Sansadhan Kendras, a one-stop farm resource center that offers farmers access to expert training on modern farming techniques and region and crop specific advice. It links farmers to Punjab Agricultural University in Ludhiana to improve productivity, income, and resilience to climate challenges. The centre empowers farmers with knowledge and sustainable practices that conserve water and protect soil health.
Balvinder Singh, a farmer from Jaulan Kalan Village, Dera Bassi, described the transformation: "Earlier, I practiced traditional farming, as had been done for the past 20-30 years in our area. However, after the PRIF team visited our village and provided training, I received valuable guidance on vegetable cultivation. Inspired by this training, I decided to cultivate chillies on half an acre and onions on another half-acre this season. Encouraged by these results, other farmers from my village have also started growing vegetables and are now earning good profits."
Stories like his highlight the broader transformation underway. Through targeted training and knowledge-sharing, more farmers across Punjab are experiencing meaningful change:
Darshan Singh, a farmer from Jhawansa Village, Dera Bassi, shared how he benefited from Pernod Ricard India Foundation’s Krishi Kranti program by adopting sprinkler irrigation, which has helped save a significant amount of water. “Earlier I used to grow only two crops like pumpkin and brinjal and now I grow variety of crops, and I am saving water as well as my time.”
This technological empowerment, combined with training on sustainable farming practices, has enabled farmers to optimize water usage while increasing crop yields.
Gurpreet Singh from Jwala Kaula, Chadiala, highlighted the transformative effect of solar-powered irrigation and said, "PRI has redefined irrigative practices by installing solar panels in our village. We now use them to water our crops whenever we need." This innovation addresses both energy costs and irrigation efficiency, creating a comprehensive solution for sustainable farming.
Through these and similar efforts across the country, PRI’s WAL program has led to the construction of over 2,410 water recharge structures nationally, including check dams and farm ponds, creating a potential recharge of nearly 3,339 million litres of groundwater. In Punjab, the program focuses on promoting sustainable agricultural practices, building water-resilient communities, and empowering farmers and communities.
Pernod Ricard India has achieved a 19% reduction in water consumption across its operations since FY2018 and has set a target of reaching 20% by FY2030. Recently, three of its sites in Nashik, Dera Bassi, and Behror were awarded Gold-level certificates by the Alliance for Water Stewardship, reflecting remarkable contribution by its sustainability, CSR, and plant teams in water conservation.
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