Water Literacy Foundation
An Indian environmental non-governmental organization focused on water conservation, rainwater harvesting, and water-efficient agriculture.
Last updated August 31, 2026
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Overview
Water Literacy Foundation is an environmental non-governmental organization based in Bangalore, Karnataka, India. Its stated objective is to help make India more water-efficient by increasing public understanding of water scarcity and supporting practical water-conservation systems. Its work centers on rainwater harvesting, groundwater recharge, and agricultural methods that reduce dependence on irrigation. The foundation grew out of the experiments of Ayyappa Masagi, a mechanical engineer who worked at Larsen & Toubro for 23 years. Beginning in 1994, Masagi tested rainwater-harvesting methods and non-irrigational agricultural techniques in and around his native Gadag region of Karnataka. After observing results from these methods, he left engineering employment to work full time on water conservation. His work received an Ashoka fellowship in 2004, and, with support from Ashoka: Innovators for the Public, he established the Water Literacy Foundation in 2005. The organization’s programs are directed at several groups affected by water stress. For farmers, it promotes rainwater capture, groundwater recharge, tree-based agriculture, and farming approaches intended to reduce reliance on irrigation. For households and industries, it supports systems that collect or redirect rainwater and replenish aquifers. Its listed technical approaches include rooftop rainwater harvesting, lake-type and sump-type borewell recharging, infiltration wells, stream-water harvesting, and seepage recharging. The foundation also treats public education as a central part of its work. It has participated in rallies, lectures, school programs, conferences, TEDx-related events, and World Water Day activities. It has published instructional material intended to help farmers and other users understand and implement water-harvesting practices. International volunteers, including volunteers hosted through FSL India, have assisted some of its activities. In 2008, the foundation became associated with Rain Water Concepts Pvt Ltd (I), a social-business venture using a cross-subsidization model. The associated company implemented rainwater-harvesting systems for industrial customers, while revenue from that activity helped support the foundation’s farmer- and school-oriented campaigns. This relationship linked fee-based technical implementation with nonprofit education and outreach. The organization and its associated network reported substantial reach. The reference account states that, by the early 2010s, more than 70,000 borewells had been indirectly recharged and approximately 1.5 million people had been reached across 36,000 locations. In 2013, Rain Water Concepts was reported to have entered the Limca Book of Records after constructing 500 artificial lakes, described as the largest such number created by one company. These figures are reported claims associated with the organization and its social-business partner rather than independently verified performance metrics in the available material. Masagi received the Jamnalal Bajaj Award in 2009 for his work. The available reference material does not establish the foundation’s current operating status, leadership beyond its founder, present program scale, or current relationship with Rain Water Concepts.
History
The Water Literacy Foundation developed from Ayyappa Masagi’s practical experiments in water conservation and agriculture. Masagi was trained and employed as a mechanical engineer and spent 23 years working for Larsen & Toubro. In 1994, he began testing rainwater-harvesting techniques and non-irrigational agricultural practices in his native Gadag area of Karnataka. His experiments focused on capturing seasonal rainfall, improving groundwater availability, and reducing the need for irrigation. After several years of results that he considered successful, he left his engineering career to concentrate on water conservation work. Masagi received an Ashoka fellowship in 2004. With support from Ashoka: Innovators for the Public, he established the Water Literacy Foundation in Bangalore in 2005. The organization was created around an ambitious national goal: increasing public understanding of water scarcity and helping India become more water-efficient. Its early work combined technical demonstration with education, particularly for farmers who faced unreliable water supplies and declining groundwater resources. The foundation’s approach was broader than a single rainwater-collection product. It promoted rooftop collection, stream-water harvesting, infiltration wells, seepage recharge, and several methods for recharging borewells. It also advocated non-irrigational and tree-based agriculture. These methods were presented as ways to conserve water at farms, homes, and industrial sites while improving the resilience of local water systems. As Bangalore and other Indian urban areas experienced pressure from population growth and development, the organization expanded its focus to household and industrial water solutions as well as rural programs. In 2008, the foundation became associated with Rain Water Concepts Pvt Ltd (I), a social-business initiative. The venture installed rainwater-harvesting systems for industrial clients and used a cross-subsidization model to help finance the foundation’s educational and outreach work. This arrangement connected commercial technical services with nonprofit activities directed at farmers and schools. Public engagement became a significant part of the foundation’s operating model. Its activities included rallies, lectures, school education programs, conference presentations, TEDx-related talks, and events connected with World Water Day. It also produced books and other instructional material intended to enable farmers to apply water-harvesting methods themselves. International volunteers, including people hosted through FSL India, assisted with some programs. The organization and its associated network later reported a substantial geographic and social reach. The available account says that more than 70,000 borewells had been indirectly recharged and that approximately 1.5 million people had been reached in 36,000 locations. In 2013, Rain Water Concepts was reported to have been recognized by the Limca Book of Records for constructing 500 artificial lakes, described as the highest number created by one company. Masagi’s receipt of the Jamnalal Bajaj Award in 2009 provided further recognition of the water-conservation work connected with the foundation. The available sources do not provide reliable information about the foundation’s current programs, present leadership, legal status, financial position, or whether all historical initiatives remain active. Its documented identity is therefore best understood as an India-focused water-conservation organization founded around rainwater harvesting, groundwater recharge, agricultural education, and public awareness.
- 2013
500 artificial lakes reported
[1]Rain Water Concepts was reported to have entered the Limca Book of Records after constructing 500 artificial lakes.
- 2009
Jamnalal Bajaj Award
[1]Founder Ayyappa Masagi received the Jamnalal Bajaj Award for water-conservation work.
- 2008
Association with Rain Water Concepts
[1]The foundation became associated with Rain Water Concepts Pvt Ltd (I), a social-business venture implementing industrial rainwater-harvesting systems and supporting foundation campaigns.
- 2005
Foundation established in Bangalore
[1]With support from Ashoka: Innovators for the Public, Masagi founded the Water Literacy Foundation.
- 2004
Ashoka fellowship
[1]Masagi received an Ashoka fellowship for his work in water conservation.
- 1994
Masagi begins water-conservation experiments
[1]Ayyappa Masagi began experimenting with rainwater harvesting and non-irrigational agricultural methods in the Gadag region of Karnataka.
Products and positioning
A practical water-conservation and public-education organization combining rainwater-harvesting implementation with farmer training, groundwater recharge, and awareness campaigns.
Rainwater harvesting
Rooftop rainwater harvesting
Systems that collect rainfall from building roofs for storage, reuse, or controlled infiltration. The foundation presents rooftop harvesting as a practical option for homes and other built environments, particularly where seasonal rainfall can be captured before it becomes surface runoff.
Groundwater recharge
Borewell recharge systems
The foundation promotes lake-type and sump-type methods for directing collected water toward borewell recharge. These approaches are intended to improve groundwater availability and reduce pressure on existing wells.
Groundwater recharge
Infiltration wells
Infiltration wells are promoted as structures that allow water to move into the ground rather than leaving a site as runoff. They form part of the foundation’s broader toolkit for local aquifer replenishment.
Water conservation
Stream-water and seepage harvesting
These methods seek to capture or redirect water from streams and seepage flows for storage, infiltration, or groundwater recharge. The available material identifies them as technical approaches used in the foundation’s water-conservation work.
Agricultural water management
Non-irrigational and tree-based agriculture
The foundation teaches agricultural practices designed to limit dependence on irrigation, including tree-based approaches. These programs are aimed particularly at farmers seeking to adapt production to water scarcity and irregular water availability.
Marketing campaigns
- 2008Rain Water Concepts cross-subsidization initiative
India
The foundation’s association with Rain Water Concepts linked industrial rainwater-harvesting installations with funding for nonprofit campaigns among farmers and schools.
Outcome. The associated organization was later reported to have constructed 500 artificial lakes, while the available material does not disclose financial details.
- Farmer water-literacy programs
India
Education and practical support for farmers covering rainwater harvesting, groundwater recharge, non-irrigational agriculture, and tree-based agriculture.
Outcome. The foundation reported broad reach through its wider network, but the available material does not provide independently verified campaign-level results.
- School and public water-awareness programs
India
The foundation raises awareness through school programs, lectures, rallies, conference talks, TEDx-related events, and World Water Day activities.
Outcome. The activities were intended to increase understanding of water scarcity and practical conservation methods; quantified outcomes are not available in the source material.
Brand decisions
2008
Adopt a social-business cross-subsidy modelStrategyBackground
The organization sought a way to connect technical implementation for industrial customers with funding for educational and rural water-conservation work.
Action taken
It became associated with Rain Water Concepts Pvt Ltd (I), which implemented industrial rainwater-harvesting systems and supported foundation campaigns.
Aftermath
The associated organization was later linked to the construction of 500 artificial lakes and the foundation’s broader outreach claims.
2005
Establish a national water-literacy organizationStrategyBackground
Masagi’s field experiments and Ashoka fellowship work led to the creation of an organization focused on India-wide water awareness and practical conservation.
Action taken
The Water Literacy Foundation was established in Bangalore with support from Ashoka: Innovators for the Public.
Aftermath
The foundation developed programs for farmers, households, schools, and industries around rainwater harvesting and water-efficient agriculture.
Sources2 sources
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