Maulichi Savali-An initiative about climate change by Tata Salt

19-Jul-2019

The effects of climate change is irreversible, this possesses life threatening challenges for the near future. As an initiative to ensure the existence of a better future Tata Salt has launched a campaign ‘Maulichi Savali’- Mother Nature’s Compassion and Care. The campaign has been announced as the largest plantation drive in a religious congregation.

Temperature in Maharashtra has increased significantly at a rate of +0.02 degree Celsius per year due to climate change. According to the Government of Maharashtra Forest statistics, every year forests are reducing at a fast pace across Pune, Satara and Solapur forests. This area falls under the Pandharpur Yatra Route, making it an ideal platform for the initiative.

As a solution to this crisis, Tata Salt along with the Pandharpur Yatris planted 10,000 saplings across 250km stretch of Pandharpur Yatra Route .Tata Salt will take care of these saplings by watering them every 15 days for 3 years. Tata Salt is also helping the villagers by providing certain amount of salt for their daily usage on monthly basis.

Pandharpur Yatra is an annual pilgrimage to the town of Pandharpur in honor of Hindu God Vithoba. These 21 days long Yatra witness a large number of devotees marching on foot from places all over Maharashtra and nearby areas.  This year Tata Salt served the devotees energy shots in biodegradable cups in order to keep them hydrated.

Speaking on the 10 day initiative, which started on 7^th July and ended on 17^th July, Mr. Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals Ltd. commented, “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, Mr. 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 executed 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.”

This small initiative by Tata Salt will make Maharashtra Greener tomorrow.

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