Quest Journals Journal of Research in Business and Management Volume 10 ~ Issue 8 (2022) pp: 79-87 ISSN(Online):2347-3002 www.questjournals.org *Corresponding Author: Veer Shivajee 79 | Page Research Paper “Technological Innovation for Optimizing Water Consumption: A Case Study for sustainable painting process” Veer Shivajee New Delhi, India Abstract The purpose of this research is to identify the technological innovations used to optimize the water consumption in the painting process of automotive manufacturing. Further the research aims at suggesting strategies to minimize the water consumption and inspire other industries to improve their process to get competitive advantage and environment protection. Both qualitative and quantitative research methods are applied while conducting the study in two-wheeler automobile Original Equipment Manufacturer (OEM) and its ancillaries’ units. They refer to manufacturing automobile components and have implemented zero water discharge in their main plant by recycling the water through technological innovations in their existing units. In this research paper, a structured framework is prepared to evaluate the impact of technological innovation in context of challenges and opportunities for optimizing the water consumptions in painting process in an automobile organisation and its supply chain. An identification of opportunities and challenges from the empirical data from eight manufacturing units could be used to developed strategies for implementation in similar manufacturing units. The findings also reveal systematic implementation of zero water discharge requirements to eliminate business failures risk and improve conversion manufacturing cost. This research work contributes to the understanding of challenges, opportunities and developing strategies for implementing zero discharge in other manufacturing units. Future research is proposed to minimize the use and waste of water in the manufacturing processes and to encourage rapid implementation of zero water discharge requirements in existing manufacturing and getting competitive cost benefits. Keywords – Zero, Discharge, Digitization, Environment, Protection, Water,Management,s Sustainable, Technology Received 04 July, 2022; Revised 15 August, 2022; Accepted 17 August, 2022 © The author(s) 2022. Published with open access at www.questjournals.org I. Introduction World Leading manufacturers in developing countries like India aggressively going towards zero discharge implementation in close loop supply chain through digitization in existing process and have high levels of environmental awareness among employees. However, it is uncertain which practices have to be implemented and how they have to be implemented in the manufacturing sector of automobile companies. Automobile assembly plants worldwide face increasing pressures in the environmental arena. These pressures come in the form of stringent, complex, and costly regulations and demands from a growing number of stakeholders for improved environmental performance. In the past, most companies in the United States approached environmental compliance as an added cost of production, installing end-of-pipe technologies to their manufacturing processes rather than evaluating fundamental process or technology changes which could prevent pollution at the source. Increasing costs of traditional modes of compliance and advances in materials and process technology, however, are driving some companies to consider more innovative approaches to environmental problems (Richards and Pearson, 1998). Changes in environmental awareness programme by the Indian government over the last few years, including legal requirements, pressure from customers as well as government, the need for water use and consumption management, reuse of water in manufacturing processes, water recovery, and changes in manufacturing process, have influenced supply chain management. Thus, companies are aggressively doing improvement in manufacturing processes, product and system to make traditional industry into green