How to increase Java HEAP SIZE? Getting this exception:

java.lang.OutOfMemoryError: Java heap space 

at runtime when trying to execute this line of code:

 byte[] data = new byte[cols * rows * elemSize];

in the main thread (console application).

Environment: Win32 (Windows XP SP3 32 bit, 4 Gb of physical RAM):

java -version
java version "1.7.0_25"
Java(TM) SE Runtime Environment (build 1.7.0_25-b17)
Java HotSpot(TM) Client VM (build 23.25-b01, mixed mode, sharing)

How can I increase Heap Size allocated by Java runtime? Thanks!