Eastleigh civic chiefs have pleaded with Gordon Brown to help the borough's less well-off residents, whose pockets will be hit hard by rocketing water bills.

Council bosses have written to the Chancellor of the Exchequer asking him to come to the rescue of needy and elderly people on fixed incomes who will struggle to meet the £40 rise.

Water company bosses have already come under fire from customers for imposing huge increases from April 1.

Southern Water, which supplies water and waste treatment to Hampshire residents, has been allowed to put up charges by an average £65 over five years by industry regulator Ofwat.

However, instead of spreading the increase evenly, company chiefs have gone for an average of £40 - almost two-thirds of the full amount - in the first year to maximise their income.

The appeal to Whitehall has won the backing of Eastleigh councillors across the political parties.

Mr Brown and the Secretary of State for Work and Pensions Alan Johnson are also being asked what steps they plan to take to assist members of the community who would have difficulty in paying the increased bills.

Executive councillor Chris Thomas, who spearheaded the move, says: "Water bills will be increasing by up to 16 per cent and I question whether this is reasonable.

"New investment is needed in the water industry but we are concerned that many households will be unable to afford the increased charges. We are asking for assurances that financial assistance can be offered in the form of specific benefits."

Southern Water claims the increases are needed to help fund £1.8 billion of improvements.

Within 24 hours of the new bills starting to drop through customers' letterboxes, managing director Stuart Derwent and human resources director Eileen Rowe had left the company.

The search is on to find Mr Derwent's replacement but a company spokesman said they had no plans to advertise the post.

The firm has refused to comment on why the pair quit.