Company: Mahindra & Mahindra

Country: India

Project Name: Mahindra Hariyali

Category: Environment

Website:

Objectives:

The project aimed to plant one million trees across India within a year in order to increase its green cover.

Details of the project:

The project was an idea that emerged at a Group Management Board (GMB) meeting of the Mahindra Group, which consisted of the ten presidents of the sectors in the Group. This mega initiative was envisioned as a symbol of the company’s support and intent to create a more sustainable future.

Commitment to sustainability and a sense of social responsibility had always been part of the Mahindra ethos since its inception in 1945. Moreover, Mahindra had the resources, the ability, and the will to positively impact society and the environment. These plus the overwhelming response of its employees and community partners allowed it to achieve its goal, with over 1.2 million trees planted within a year, therefore.

For the project, a Tree Plantation Core Committee was formed under the leadership of Rajeev Dubey, Chairperson of the CSR Council of the Mahindra Group. The CSR Department of the Group headed by Mr. Sushil Singh (Head, CSR Implementation), coordinated the project, facilitated, and documented the process. The Committee meeting every six weeks allowed the committee members to share the problems they encountered and to find solutions along the way.

The Core Committee encouraged the different sectors to plant in partnership with the public, academia and NGOs. Several partnerships were thereafter forged in villages where developmental organizations/NGOs tried to encourage the planting of fruit-bearing trees, to generate income. Such partnerships did not only ensure more manpower, but also took care of the nourishment and nurturing aspect of the plantation. For example, a hundred trees planted in a college campus were assured care by the college authorities. But even more Importantly these community partnerships were an excellent platform to enhance the spirit of volunteerism. Partnerships with schools and colleges likewise provided excellent opportunities for promoting environmental awareness.

Note that each sector of the Group came up with its own targets, based on its strength, resources, and ability to find space to plant and nurture trees. Under the leadership of the sector representatives and the location champions, the aspirations of each sector arose, and each sector was enthused to aim for a higher target.

The project captured the enthusiasm of the employee volunteers because it responded to a deep and common yearning to be part of the solution of the global environmental crises. Planting seedlings for the Hariyali connected every member of the Mahindra family across India.

Further, while bulk plantations appeared key to achieving the 1 million target, the project was further strengthened by the fact that dealers of the auto and farm equipment sectors, and finance, handed out saplings to new and existing customers, for planting beyond Mahindra’s premises and other identified locations. Over 65,000 employees likewise received neem seed packets for planting in their homes.