London: The UK government has launched an awareness campaign targeting the daily practices and customs of South Asian communities, including Indians, in drought-hit England. The campaign advises people to wash rice only once or twice and use a one-litre mug instead of running tap water for wudu, the ritual ablution performed before prayers.
The campaign, which is estimated to cost taxpayers £2.7 million, comes as England faces a severe shortage of drinking water. Following five consecutive heatwaves this summer, around two-thirds of England is experiencing drought conditions. Water levels in rivers and reservoirs have fallen dangerously low, prompting the water regulator Ofwat to fund the initiative. The campaign aims to educate people from different faiths and communities about reducing water consumption in their everyday practices.
British-Malaysian celebrity chef Ping Coombes features in a video encouraging people to change the way they wash rice. Pointing out that many Asian households wash rice five to seven times until the water runs clear, the campaign says limiting washing to two times could save up to five litres of water on each occasion. Journalist Sonia Haria also suggested that water used for washing rice could be reused for watering plants or for skincare and hair care.
A second campaign, titled Reviving the Sunnah, has been launched in collaboration with Cambridge Central Mosque and is aimed at the Muslim community. It urges Muslims to avoid using between six and 12 litres of water from a running tap while performing wudu before the five daily prayers. The campaign notes that Prophet Muhammad used only one mudd, or approximately one litre of water, for ablution and encourages people to follow this practice by using a one-litre container.
However, the government's initiative has drawn sharp criticism in the UK. Critics point out that more than three billion litres of water are reportedly lost every day due to leaking pipes across the country. Conservative minister Mike Wood criticised the government for spending taxpayers' money on what he described as unusual campaigns that blame people's traditional practices and cultures instead of addressing failures in the country's water infrastructure.