Philip Morris’ Water Conservation In Indian Tobacco Farms

Philip Morris International (PMI) is helping redefine corporate water stewardship with a vast ambition, aiming to optimise 25 million cubic metres of water across its tobacco-growing regions by 2033. 

With 8.1 million cubic metres already optimised as of 2023, PMI seems to be well on track to meet its target.

Central to this progress is a pioneering initiative in India, presenting sustainable water management and community collaboration.

Sustainable water solutions in Andhra Pradesh

In India’s drought-prone Andhra Pradesh region, PMI is working with local affiliates, suppliers and NGOs to help smallholder tobacco farmers improve water security through a farm pond initiative. 

These ponds, acting as micro-reservoirs, are constructed to harvest rainwater during monsoon seasons, enabling farmers to irrigate crops during dry spells.

“Given the high seasonal variability of rainfall, it’s sensible to provide water and farm pond training to farmers,” says Anselma Faustina Welcker, Manager Leaf Sustainability at PMI.

“That way, we can anticipate and mitigate competing demands for water and ensure the tobacco farmers have enough for irrigation.”

Raising awareness and building infrastructure

Launched in July 2021, the first phase focused on awareness and irrigation access.

Village-wide meetings in Rajupalem and Basavapalli introduced more than 76 farmers to the benefits of rainwater harvesting.

Farmers contributed land and labour, showing their deep commitment to the project’s goals.

By mid-2022, 76 farm ponds were constructed, yielding a volumetric water benefit of nearly 19,000 cubic metres. 

Beyond increasing water availability, this phase allowed farmers to plant with greater confidence, knowing irrigation would be accessible when needed.

Expanding and deepening knowledge

PMI expanded the initiative in July 2022 to reach more villages including Vemulapadu and Devanagaram. 

This phase resulted in 50 additional ponds and a further 1,500 cubic metres of volumetric water benefit.

Practical training took centre stage, teaching farmers how to divert rainwater, maintain ponds and manage bunds (earthen embankments). 

“With the check dams and farm ponds we’ve built, we’re finally able to store enough water to recharge our borewells and keep our fields irrigated,” one farmer told the PMI team. 

“Now, when we need it most, we have enough water to keep our crops alive for two to three days straight. It’s a relief to know our hard work won’t dry up.” 

Banners and signboards at each site emphasise the communities ownership and helps to inspire others to join.

Adapting to climate challenges

In 2023, the programme responded to increasing climate volatility by extending to the Prakasam, Palnadu and western Guntur areas. 

Fifteen more ponds were strategically placed using GPS technology to maximise rainwater catchment. 

Each pond holds 432 cubic metres, contributing more than 4,000 cubic metres of additional water benefit.

Safety and sustainability is being prioritised through robust fencing around new ponds and 10 older ones. 

“In India’s drought-prone Andhra Pradesh region, our team has been working alongside tobacco farmers to build something more than infrastructure: resilience,” writes Jennifer Motles, Chief Sustainability Officer at PMI, on LinkedIn.

“Through 141 strategically placed farm ponds across three phases, we’ve helped farmers transform seasonal rainfall into year-round security.”

Farmers also received workshops on collaborative water sharing and bund maintenance, strengthening the long-term viability of the solution.

A model for lasting impact

In just three years since the start of the project, the initiative has led to the excavation of 141 farm ponds, significantly improving irrigation access and resilience for local farmers. 

The approach reduces the risk of crop failure, improves agricultural productivity and strengthens livelihoods in regions heavily reliant on rain-fed farming.

Beyond India, PMI has implemented water stewardship projects in Argentina, Brazil, Italy, Malawi, Mozambique, Pakistan and Turkey. 

These efforts support PMI’s global commitment to sustainable agriculture and resource conservation.