Message in a bottle?

The worsening water quality has given rise to the bottled water and water purifier industry, which Zhao said is a "sunrise industry" with boundless and promising prospects.

According to Bai Yanjun, executive manager of Kangtai Gaoke, a water barrel company in Beijing, sales of barreled water have witnessed a steady increase in the past 10 years.

"More and more of the public are resorting to mineral water for daily drinking, instead of boiled tap water," he said.

In addition to the customers from enterprises and colleagues, Bai said individual households are fuelling an ever-growing demand.

The water purifier has also been gaining more popularity in the market, said an insider.

Liu Dong, a salesperson from a household water purifier and drinking machine producer in Shenzhen, Guangdong province, said the company's sale of water purifiers has increased by 50 percent in the past five years.

"People are attaching as much importance to water as they do to food," he said.

Zhao said she is not calling on all residents to quit tap water and resort to bottled water, because not everyone could afford that. However, if the household can afford it, bottled water is highly recommended.

Contact the writer at zhengxin@chinadaily.com.cn