Birla Cellulose has targeted to reduce its water intensity by 50 per cent by 2025 from baseline year 2015. This will be achieved by application of new technologies based on the principles of 3R (Reduce, Reuse, Recycle). Birla Cellulose is one of the global leaders in viscose industry and a part of $48.3 bn Aditya Birla Group’s pulp & fibre business. The best practices in the area of water management and innovations that allows multiple times reuse of water, and technologies such as membrane processes to clean up and recycle the wastewater have been applied across all fibre sites of Birla Cellulose successfully reducing the water intensity by 30 per cent from the baseline of 2015. This has resulted in some of the sites creating new benchmarks for water intensity in the global viscose industry.