Personal care giant Proctor and Gamble (P&G) has partnered with e-commerce major Flipkart to launch sustainable initiative ‘Forests for Good’ in India. The project includes forest planting and enabling customers to digitally adopt trees.
As part of the initiative, the businesses will facilitate the creation of four forests in the state of Karnataka, Indian Retailer Bureau reported. In order to engender a sense of pride in the environment and promote sustainability, P&G customers on Flipkart were able to digitally adopt trees during a promotion from June 26 to 29.
“Environmental sustainability is ingrained in P&G’s everyday operations and is an integral part of our growth strategy,” said P&G India’s head of purchases and executive sponsor of sustainability Pawan Verma, Indian Retailer Bureau reported. “We have a responsibility to improve the world through our products and the positive impact our brands and company can make. By prioritising responsible practices, we strive to provide superior value while reducing our environmental footprint. Recognising the urgency and magnitude of the task, we are forging partnerships with external organisations to create a more significant impact. Our collaboration with Flipkart is a testament to this commitment. Together, we empower consumers to actively contribute to the preservation of our planet, driving meaningful change for future generations.”
The project has already resulted in the planting of 4,000 trees in Karnataka. The initiative has been carried out with the support of technology partners EcoMatcher and SayTrees which use blockchain technology to enable traceability.
“Consumer behaviour has shown a clear shift towards responsible and sustainable practices in the past decade,” saidKanchan Mishra, Flipkart’s senior director of FMCG, home, and general merchandise. “Our goal is to promote responsible consumption in India by instilling behavioural change in our customers and society. This partnership with P&G allows Flipkart customers nationwide to create a meaningful impact, further strengthening India’s commitment to a sustainable future.”
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