New Delhi, April 25, 2023: Signature Packaged Drinking Water has announced The Mangrove Replenishment Project- an initiative to regenerate the mangrove plantations in Odisha. There has been a sharp decline in the mangrove cover that protects the shores of Odisha over the past few years making it a crucial region to focus on. The project will also engage with local communities by educating them and making them a part of the process. In the initial stages, the restoration efforts will be spread out across 61 acres in 5 villages near Puri, Odisha. The initial duration of the project is three years.
Orissa is hit by cyclones owing to climatic changes and its unique topography. Once plentiful, there has been a steady decline in the number of mangroves in this coastal stretch over the years due to several reasons including cyclones and erosion. Mangrove regeneration is a necessity as community livelihood depends on the sea and the habitat around it. Mangroves all along the Odisha coast are increasingly threatened due to the high density of population and competing demand for land for agriculture and coastal prawn farming. Rapid expansion in settlements and tourism has also affected natural mangrove regeneration.
Mangrove replenishment could also be a very effective strategy to combat climate change as mangroves can sequester carbon dioxide up to 2-4 times faster than a mature tropical forest. They also protect the coast from cyclonic storms. Despite many more evidence based benefits, about 50% of the world’s mangrove cover has been lost in the past 50 years.
Ruchira Jaitly, Executive Vice President and Portfolio Head, Marketing, Diageo India, said, “The Mangrove Replenishment Project has been launched to build coastal climate resiliency in Odisha. Signature Packaged Drinking Water believes in living good while doing good. We want to give our consumers the chance to celebrate life every day, everywhere, while being associated with deeds that are making a ‘sea change’ on the ground, for local communities, for flora and fauna – all for the planet. Mangroves form a natural barrier that stem erosion, prevent flooding, help offset carbon and increase food security. We are committed to partner with local communities in Odisha to do good for nature.”
Signature has been vocal about giving back to nature through their activities. As a brand, they make conscious efforts to create awareness on reviving nature. The Mangrove Replenishment Project aligns with the brand’s future-back vision of weaving progress with purpose. It aims to reduce carbon footprint, empower local communities and create a lasting impact.
