Mahindra Group in major environmental initiative
Leading Indian multinational company Mahindra Group has reinforced its long-term commitment towards the environment with the announcement of its maiden citizens’ movement initiative, #CelebrateDifferently.
The company – parent of RCI affiliate Mahindra Holidays & Resorts India Ltd (MHRIL), India’s largest leisure holiday company – recognised that organisations alone cannot drive exponential impact to combat climate change, and the citizen movement was brought to life.
The three-month campaign resulted in engagement (likes, shares and comments on the hashtag) from 4.5 million citizens on #CelebrateDifferently. Under the Mahindra Hariyali initiative, Mahindra Group will now plant equivalent number of trees over the next four years to #RiseAgainstClimateChange.
Planting trees, including improving forest management, conservation, and regeneration, will help offset India’s annual greenhouse gas emissions, as well as provide a host of wider environmental and socio-economic benefits.
Research suggests more than 90 per cent of young people agree that humans are responsible for climate change. Just under half (48.8%) believe climate change is a more serious issue than war or inequality. Being the largest demographic group in India, millennials want to curb the effects of global warming and live a sustainable life.
With millennials as the key catalyst of the initiative, #CelebrateDifferently was also conceptualised to encourage citizens to include tree plantation as part of their key celebrations. Alternately, individuals who are not able to do so, could simply like, share or comment on #CelebrateDifferently and Mahindra Hariyali committed to plant a tree on their behalf.
Ruzbeh Irani, president Group Communications and Ethics & chief brand officer, Mahindra Group, said: “The idea behind our citizen movement initiative was to collectively work towards giving back more than we take from our planet.
“Driven primarily by the millennials, our campaign has received an overwhelming response from citizens. Although campaign is concluded, we sincerely hope that #CelebrateDifferently continues to be a way of life for every citizen hereon.”
Citizens can continue to #CelebrateDifferently by planting with the help if NGOs such as, Grow Trees, etc. Grow Trees can help them give back to the environment by planting a tree in their name, which they can track.
As a part of the ongoing effort towards environment conservation, Mahindra Group aims to become net carbon neutral by 2040. Twenty companies of the Mahindra Group have committed to science-based targets that are in line with the decarbonisation required to keep global temperature increase below 2°C.
You can plant a tree here: https://www.grow-trees.com/mahindrarise/