Around 50 years ago, the common perception was that water is an infinite resource. At that time, there was less than half the current number of people on this planet. Earlier, people consumed fewer calories and ate less meat, so less water was needed to produce their food. They required a third of the volume of water we presently take from rivers due to change in our lifestyle. Today, the competition for water resources is much more intense. This is because there are now seven billion people on the planet, there is increased consumption of water-thirsty meat, and urbanisation has taken place. In future, even more water will be needed to produce food because Earth's population is forecasted to rise to 9 billion by 2050.