Tata Salt’s green drive to help Pandharpur pilgrims
By M4G Bureau - July 22, 2019
The brand’s initiative ‘Maulichi Savali- Mother Nature’s Compassion and Care’ conceptualized by The Brand Brewery aimed at planning 1,000 trees on the pilgrimage route towards Pandharpur
Tata Salt has taken up yet another uniue CSR initiative addressing a critical issue of the hour, ‘climate change’. The brand engaged 1.5 million devotees headed towards Pandharpur in a green initiave, planting saplings for a “greener progressive tomorrow”, thus doing their bit towards inceasing green cover, an importn factor in controlling climate change.
As per the Government of Maharashtra’s Forest statistics, forests are reducing every year across the Pune, Satara and Solapur regions, which also fall under the Pandharpur Yatra Route. It was thus a perfect platform for Tata’s initiative ‘Maulichi Savali – Mother Nature’s Compassion and Care’.
Towards this, 10,000 trees were planted across a stretch of 250 Kms on the holy Pandharpur Yatra route. The idea is also to make the future pilgrimages, part of a 700 year old tradition, , green and soothing. On an average, the Warkaris walk about 40 to 50 kms every day and most of them are aged people coming from remote areas of Maharashtra and Karnataka. Warkaris and villagers planted the saplings along with the Sarpanch of the villages, where they halted during their journey. These trees included- Oak, Gulmohar, Badam, Neem, Rantaka and Bagul, which grow faster and do not draw animals.
Tata Salt will also supply water to these saplings every 15 days for a period of tree years. They have also connected with the Sarpanch of the village to ensure the trees in their respective village are protected and taken care of.
In addition to providing shade to thousands of devotees, Tata Salt is also supporting the villagers by offering certain amount of salt every month for their daily usage.
Also to keep the devotees hydrated throughout their journey, Tata Salt served them energy shots in biodegradable cups. This initiative which began on the 7th July, continued till 17nd July in Indapur, Akluj, Borgaon, Wakhari, Velepur, Malshiras, Lonand, Taradgaon, Nimgaon Ketki and across Pune and Solapur.
Speaking on the initiative, Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals Ltd., said, “Sustainability is central to the core values we adhere to in the Tata group. This initiative is our small step towards contributing to the environment and to provide shade to the pilgrims who undertake this long physically challenging journey. We thank all the participants and volunteers, who have taken part enthusiastically in this event and made this a success.”
Speaking on the campaign, Pradyumn Tandon, Founder & MD, The Brand Brewery (The agency that conceptualized & executed the campaign) said, “We at TBB always strive to give effective and innovative campaign ideas to our clients, ensuring seamless product integration, but this time it was an execution with a cause while taking the beacon of greener growth for a cleaner future. It’s a delight to work for brands like Tata Salt who are equally enthusiastic to promote innovative methods of marketing while adding real value in the lives of people.”
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