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The paper describes various projects of water resources optimizing use including redistribution of a river drain in Russia and in other countries. These projects are considered prerequisites for the water resource market formation. The main factor of the economy advanced ancient civilizations, as well as in modern industrial society, it needs water. After all, the first law of mankind was laws on water. Today providing the population with high-quality water in the world is an important issue. Water like no other natural resources is a determining factor in the environmental, social and economic infrastructure. The paper discusses the various projects aimed at optimizing the use of water. The bottled water market as a segment of the emerging market of water resources is also considered.