Plum Goodness, India’s fastest-growing 100% vegan beauty and personal care business, has partnered with WWF India to combat marine garbage along the coasts of Gujarat, Tamil Nadu, Kerala, and Maharashtra. Plum Goodness has long supported the global ‘1% For The Planet’ campaign, donating 1% of every transaction to environmental organisations. Plum has also sponsored WWF India’s efforts to save snow leopards and their habitat during the last few years.
Globally, between 4.8 and 12.7 million metric tonnes of plastic are projected to enter our seas each year. The wasted plastic breaks down into minute bits and gives rise to micro-plastics due to the harsh sun rays and weather conditions. This presents a significant threat to our seas and the people who rely on them. Plum supports WWF India’s efforts on marine plastic litter and abandoned/discarded/lost fishing gear through the ‘Cleaning our Coastlines’ initiative (ADLFG). Another project component will be upcycling and managing such waste and ADLFG in the states mentioned above.Additionally, efforts will be made to raise public awareness about the problem affecting fishing villages and inhabitants.
Shankar Prasad, Founder and CEO of Plum Goodness, commented on the effort, saying, “Being good has always been central to all we do. Since the beginning, we’ve been a proud participant of the global ‘1% For The Planet’ campaign.With the help of WWF India, we’ve made a little attempt to protect the snow leopard during the previous few years.This year, we’re collaborating with WWF India on a project that’s closer to home: cleaning our beaches and preserving the ocean from dangerous marine plastic garbage. We want to take a little step toward a plastic-free, litter-free, and pollution-free marine environment through this project.”
Plum and WWF India held a community-driven beach clean-up initiative in Dadar Chowpatty, Mumbai, to initiate public awareness as part of the relationship. The clean-up campaign, which was organised by Beach Warriors India, a Mumbai-based NGO known for its beach clean-up projects, had 85+ people gather to remove trash scattered across the beach. The majority of the waste concluded was single-use plastic, a significant source of pollution and environmental degradation. The garbage was gathered and combined to create a thought-provoking art exhibit about marine life being threatened by man-made rubbish.
According to Vinod Malayilethu, Associate Director, WWF India’s Marine Conservation Program, “Plastic garbage pollutes our oceans and seas, endangers marine life, and even finds its way into our seafood. Abandoned, lost, or discarded fishing gear, sometimes known as Ghost Gear, is one of the most dangerous types of marine plastic pollution. We want to express our gratitude to Plum for joining the fight against marine plastic pollution.”
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