With the intention to create sustained impact, P&G and Flipkart seek to not just raise awareness, but also invite consumers to partake in this sustainable journey
Procter & Gamble India, renowned for its leading brands like Pampers, Tide, Ariel, and Whisper, has joined hands with Flipkart, India's prominent e-commerce platform, to launch ‘Forests For Good’ in India, to bolster their dedication to sustainability. As part of this collaboration, the two companies are planting four forests in Karnataka, which are open for consumers to e-adopt.
With the intention to create sustained impact, P&G and Flipkart seek to not just raise awareness, but also invite consumers to partake in this sustainable journey. Under this unique initiative, four thousand trees have been planted in Karnataka. EcoMatcher and SayTrees are the social enterprise and technology partners helping execute the Forests For Good initiative.
This platform is equipped with blockchain technology and ensures traceability, aims to offer full transparency with tree-planting projects, allowing everyone to view their tree, when was it planted, name the tree, track its locations and maturity, as well as CO2 sequestered. Everyone buying P&G products from Flipkart between 26th to 29th will get a chance to participate in the initiative and adopt a tree.
Pawan Verma, Head, Purchases and Executive Sponsor, Sustainability, P&G India, said, “At P&G, environmental sustainability is built in, versus being bolted on to our everyday operations, and is an integral part of our growth strategy. We believe we have a responsibility to make the world better through the products we create and the positive impact our brands and company can have. By prioritizing responsible practices, we strive to fulfil our dual responsibility of providing superior value while reducing our environmental footprint."
Verma adds, "We are also cognizant that the task at hand is urgent, and big. We are therefore building partnerships with relevant external organizations to create larger impact. Our partnership with Flipkart exemplifies is yet another move in this direction. By joining forces, we are empowering consumers to take an active role in preserving our planet. Together, we will drive meaningful change and foster a more sustainable future for generations to come."
Kanchan Mishra, Senior Director - FMCG, Home & General Merchandise at Flipkart, said, "As India's homegrown marketplace, we are committed to responsible and sustainable practices in every facet of our business. Over the years, we have introduced multiple initiatives, such as eliminating single-use plastic packaging, a commitment to achieve Net Zero by 2040, and 'Flipkart Green' - a dedicated store for sustainable products."
Mishra adds, "There has been an evident shift in consumer patterns in the last decade, indicating an inclination towards responsible, sustainable practices. We intend to propagate responsible consumption in the country by instilling behavioural change in our customers and society. This alliance with P&G will enable Flipkart customers across geographies to create meaningful impact furthering India's allegiance to sustainable tomorrow."
Recently, P&G also announced that as part of its water conservation efforts in water-stressed regions in the country, the company has installed rainwater harvesting (RWH) infrastructure at P&G Shiksha supported schools across nine cities. The initiative has been executed in partnership with Round Table India, across Kota, Ahmedabad, Jodhpur, Baddi, Udaipur, Bhopal, Chennai, Raipur, and Pondicherry. This is in line with P&G’s endeavour to contribute towards building a water positive future through sustainable practices and interventions.