Water in India has always been perceived from a lens of public good rather than an economic commodity. A sense of ownership is missing among users as they abstract water at minimal or no cost, and in turn, discharge wastewater into rivers either without, or partial treatment. It is the primary reason why water is valued minimally by consumers. Such a thought process is ironical given the already 'water stressed' situation in India wherein the current water availability is about 1500 m3 per capita per annum. The situation is expected to worsen in the coming years due to the probability of India becoming a 'water scarce' nation with water availability of less than 1000 m3 per capita per annum in the Business as Usual (BAU) scenario.