Kita Jaga Sungai, Sungai Jaga Kita, operating under BBWS Pemali Juana, is dedicated to the sustainable management and preservation of vital water resources in the Pemali Juana watershed. Committed to innovative water stewardship, the organization integrates community engagement with scientific expertise to ensure clean, reliable water flows that support both ecosystems and local livelihoods. Embracing the philosophy of reciprocity captured in its slogan, it fosters a harmonious relationship where caring for the river means the river cares for us.

Rooted in respect for nature and community, our brand values emphasize stewardship, collaboration, and sustainability. We believe that the health of our waterways is inseparable from the well-being of the people who live alongside them, guiding us to make decisions that protect and nurture these precious resources. Through transparency, inclusivity, and unwavering dedication, we strive to build trust and inspire collective action toward a thriving, resilient watershed ecosystem.