Morality is the elements of rules that individuals agree that the accuracy is pretty good. Should behave in order to be accepted and supported by society. But Coca-Cola has a conscience to fix the damaged area, the company was doing it. Notwithstanding the criticisms, the company continued to champion various initiatives such as rainwater harvesting, restoring groundwater resources, and going in for sustainable packaging and recycling, and serving the communities where it operated. Coca-Cola planned to become water neutral in India by 2009 as part of its global strategy of achieving water neutrality.