The initiative was spreadheaded in India to help improve crop yield and reduce production risks and droughts. NICE identifies and defines guidelines for growing of cotton without using external source of water through conservation and sustainable practices.

There are 10 principles of the standard and adressing issues on environmental and social experts. See How It Works section for more details.

Good water stewards understand their own water use, catchment context and shared risk in terms of water governance, water balance, and water quality. To engage in meaningful individual and collective actions that benefit people and the environment.