World Water Scarcity Watch

"There is a water crisis today. It is not about having too little water to satisfy our needs but its crisis of managing water so badly that billions of people - and the environment suffer." 

The amount of fresh water in the world is limited. The Human race and other species which share the planet cannot expect an infinite supply of finite water. It is noted that the earth has regeneration capacity for water to sustain life for about 4 billion where as we are already at 7.4 billion and growing.  

Human - centered  design  is  great  for  mops  and  phones,  but it won’t solve society’s biggest problems.    

It is said that the wheel was invented 10,000 years ago, but it was only in 1970 that it 

was fixed on to our luggage. The fundamental idea behind human-centered design is to find best solution with evolved current technological limitations , design and  develop an adaptable cost effective solution. 

But, if you step back for a moment, you start to see a problem:  

We’ve been designing the world, real hard, for decades now and we 

haven’t made a dent in a single real problem. 

What do I mean by “real problem”? 

I mean real problems. The big ones. The kind that shake us to the core of our humanity and threaten our long-term viability. Like Water, power, environment, carbon footprint, water borne diseases and the list goes on.  

Right now, there are water woes, new term DAY ZERO repeating world over. And, unfortunately, current method of adjustment by sourcing water from water rich areas and delivering the same to water poor areas won’t fix any of it. We are 

creating further unforeseen problems. While we are working to fight 

one side of it, the other side is becoming water poor. We can’t hope to 

make progress by chipping away at one piece of the problem while 

ignoring the others. That too at huge financial inputs and disruption, which will eventually come back to us humans in terms of taxes and disrupt other areas of need like education, infrastructure, health which will take a back seat. 

We have to come out with a solution that addresses the problem from all sides. It’s about observing the big picture and then zeroing in on a manageable set of insights and variables, and solving for those.  

We inch our way forward. Chipping away at one side while the other burns out of control. We can no longer create and dispose, but we need to create and re-use 

and yet be frugal to the extent possible. We need to understand  

complexity of really big problems  and start to solve for them. 

Thus systemically  keeping our focus on sustainability.  

With us it’s about getting rid of our culture of competition and creating a new culture of collaboration. If we start ignoring the corporate and political silos separating us, we can collaboratively combine lots of focused solutions, 

allowing us to knit them together into a single tapestry that truly covers 

an entire problem. There are lots of solutions out there. 

We just don’t have a thread pulling them together. 

We can change the world, but the way we’re going about it right now isn’t cutting it. If we want to design our way out of the big issues, we need to take a critical look at our approach come together and address all facets for human sustenance.   

Therefore we at Rethink have designed for the full life cycle water, where in first the fresh water is used frugally, secondly the outcome grey water is reused thus completing full life cycle of water. And this total effect has led to 

reduction in water, power and pollution.  

We have created a design framework that allows us, in small ways across all facets of a problem. Its like lots of tiny rain droplets which fill dams and rivers. Correction can be made to avoid the water crisis, which affects every human being.  

KHUBA GROUP is a family concern which was established by       

LATE SHRI GURAPPA D. KHUBA  in the year 1890 as major trading house for food grains, pulses, steel, etc. The traditional business was expanded and continued  by his   son   LATE SHRI BASAWANAPPA G. KHUBA.         There    after   his   son     Late SHRI SOMANATHAPPA B. KHUBA ventured into mining and Industrial production to manufacture catalysts and established two productions beginning with the first unit being established in the name of Korvi Fuller Earth Processing Industry ESTD 1956, there after a second unit in the of Korvi Activated Earth year 1989.

Now at the fourth generation, myself, Rajendra S. Khuba has got the mantle to take this legacy further & established a 100% EOU unit for new generation catalyst in the name of Korvi Activate Minerals in the year 2002. 

All the units are set up with state of the art technology backed by full fledged research and development division to manufacture quality consistent catalyst for diverse applications in the field of Petrochemicals, Edible Oils, Non-Edible Oils, and Waxes etc. 

Our family is also well established in real estate development and leasing of space to MNC, BANKS, etc, Further in the year 2016, We have created a centrally air conditioned community hall in the name of Khuba Kalyan Mantap to cater the cultural needs of local community.

We now present our latest addition : Rethink, an initiative to save water, power and environment for long term human sustainability.