With the aim of saving 100 crore litres of water, the Indian Plumbing Association (IPA) has announced the launch of “I Save Water” campaign this year. The five city water conservation campaign will flag off at the 3rd edition of ISH India in Mumbai, where trendsetting and turnkey solutions for India’s sanitation and renewable energy needs will be in focus. The Indian chapter of ISH, the international trade fair for integrated building solutions, is set to host its 3rd edition in Mumbai this February. A collaborative venture between Messe Frankfurt and the Indian Plumbing Association, India's national body representing the plumbing industry, ISH India powered by IPA will be held from February 28-March 2, 2019, at the Bombay Exhibition Centre, Goregaon East. India's water crisis has over the last few years snowballed into a matter of national concern due to continued urbanisation and industrialisation. Water scarcity affects more than 40 percent of the people on the planet. It is said that by 2025, 1.8 billion people will be living in countries (or regions) with water scarcity and two-thirds of the population will face a stressful water situation. With an aim to create awareness on water conservation, the Indian Plumbing Association (IPA) will flag off “I Save Water”, a five city water conservation campaign, at the 3rd edition of ISH India powered by IPA 2019 with the help of Messe Frankfurt India. Focussed on plumbing, sanitation, bathroom, kitchen and renewable energy, ISH India powered by IPA was first launched in India in 2017 in Noida followed by Bengaluru in 2018 under its mother brand 'ISH' which is the world’s leading trade fair for the sector. Opening its gates in Mumbai for the first time, more than 50 technology-leading companies in this space will be taking part this year bringing everything from luxury bathroom fittings to need-of-the-hour sanitation, plumbing and water management solutions in a step towards reducing the country’s water woes. Among the leading brands are Viega India, The Supreme Industries, Cera Sanitaryware, Johnson Bathrooms, which will allow visitors a first-hand experience of luxury solutions for sanitaryware, plumbing and bathrooms. Also this year, brands like Acquaviva India, Arc by Jindal Stainless, Astral Pipes, Bradford White Water Heaters, Finolex Industries, Huliot Pipes and Fittings, Kirloskar Brothers, Lehry Instrumentation Valves, Products Unlimited, Rajco Metal Industries, will display building and energy technology systems during ISH India powered by IPA. Alongside the 2019 edition of ISH India powered by IPA 2019 the “I Save Water” campaign will be launched by IPA and Messe Frankfurt India. The campaign is a concentrated effort by the Indian Plumbing industry to collectively come together to help conserve water and spread awareness of the importance of recycling technologies which will be the true ‘luxury technology’ in the coming years. The five city campaign will kick-off in Mumbai at ISH 2019 and further move to Delhi, Chennai, Bengaluru and Pune to strive to save 100 crs litres collectively. Gurmit Singh, National President IPA, shared, “We are happy to kick-start “I Save Water” campaign at ISH India powered by IPA which also marks its debut in Mumbai. Saving water is the need of the hour along with introducing the right techniques, plumbing, drainage and bathroom fittings – at both municipal and society levels, which will aid in conserving this resource.” ISH India powered by IPA is a part of Building Fair Alliance (BFA), a consortium of co-located leading exhibitions in this sector like Acrex India in collaboration with ISHRAE (Indian Society of Heating and Refrigeration Engineers) and Fire & Safety India Expo in collaboration with Fire & Safety Association of India and Nürnberg Messe. Together, the platform will represent a ‘Build Fair Alliance’ targeting smart cities and urban planners with an unmatched exhibition display of 500 exhibitors from around the world.