Green Articles

ITC Wealth Out of Waste Initiative Celebrates Saving of 25,000 Trees

ITC’s ‘WOW’ – ‘Wealth Out of Waste’ initiative – in association with Ramky Group, celebrates saving of 25,000 trees in Hyderabad as a part of the ongoing ‘National Recycling Day’ Celebrations under Save One Lakh Trees (SOLT) and Educate Poor Children Program.

ITC's WOW (Wealth Out of Waste) InitiativeBuilding on the success WOW – Wealth Out of Waste program, and as a part of the year-long National Recycling Day celebrations, ITC Limited in association with the Ramky Group, had launched SOLT – Save One Lakh Trees and Educate Poor Children Program to promote recycling on 1st July 2011, on the occasion of first anniversary of National Recycling Day.

Having achieved a major milestone of saving 25,000 trees in just 4 months, ITC has now celebrated this success on 19 October 2011, with the participation of 3500 school children and several senior corporate executives and dignitaries from various walks of life, with Shri N. Kiran Kumar Reddy, Hon’ble Chief Minister of Andhra Pradesh, as Chief Guest.

The celebrations to commemorate this unique achievement comprised of a series of awareness programmes, competitions and road-shows across the city of Hyderabad, culminating in a special ceremony at the Begumpet Police Hockey Stadium, on the 19 October 2011.

Recycling, today, is clearly one of the most important and viable ways to combat the challenges of resource depletion. At least 30% of the net MSW (Municipal Solid Waste) is recyclable. Reducing inert materials, the net MSW could be 373 million MT per annum and at a conservative recovery level of 15% at all India level 56 million MT of recyclables like paper, plastics, metal, cloth, wood and glass can be recovered per annum through source segregation. Source segregation of recyclables reduces the load on natural resources, provide cost effective raw material to industry, improve health and hygiene, and provide clean and green surroundings.

As a responsible corporate entity, committed to positive environmental action, ITC’s Paperboards and Specialty Papers Division, initiated a recycling programme – WOW or ‘Wealth Out of Waste’ – a project that aims to inculcate the habit of recycling among school children, housewives, corporate employees and the general public as well as industries and business enterprises and reduce at least 15-25% of the garbage load through source segregation. The WOW programme is today operational in Hyderabad, Chennai, Bangalore, Cochin, Bhadrachalam, Coimbatore and Madurai. Over 3 million citizens, 500,000 school children, 350 corporate, 1000 commercial establishments and about 200 industries support WOW.

Based on the reach and impact achieved by WOW, ITC pioneered the first ever National Recycling Day on the 1 July 2010. Over 15,000 school children participated in the programme and pledged to conserve earth’s precious natural resources through recycling.

This year as a part of the anniversary celebrations, over 2 million citizens from across the city of Hyderabad, 350,000 school children from 1200 schools, 5,000 corporate executives, 30,000 National Green Cadet Corps (NGCC) and several commercial establishments participated in several programmes. These include environmental quiz contests, painting competitions, recyclables collection campaigns, road shows and slogan contests which commenced from 10 June 2011 onwards.

One of the highlights of the celebrations was the launch of a campaign to nurture 100,000 trees by recycling 5000 MT of paper across Hyderabad city, and approaching citizens, students, corporate, business establishments to donate recyclables. In addition, for every kilogram of recyclables donated, ITC donated Rs 5/- and the funds collected thereby are to be used for providing stationery kits to 25,000 under-privileged children studying in government-aided schools.

The programme on the 19 October 2011 at the Begumpet Police Hokey Stadium was attended by several eminent dignitaries including Shri N. Kiran Kumar Reddy, Hon’ble Chief Minister, Smt. Sabitha Indra Reddy, Hon’ble Minister for Home, Government of Andhra Pradesh, Dada Saheb Phalke award winner and Padma Vibhushan, Dr. Akkineni Nageswara Rao, and World Renowned Cricketer Sri. V. V. S. Laxman, among others. More than 3500 school children, 300 school teachers, 300 senior executives from corporate and industry participated in the programme.

The National Green Cadet Corps (NGCC) also officially announced 1 July the ‘National Recycling Day’ and were joint sponsors for the programme on 19 October celebrations.

Speaking on the occasion, Mr. P. V. Dhobale, Executive Director, ITC Limited, said, “ITC in association with the Ramky Group wishes to spread the WOW programme across the country over the next ten years, which on successful implementation could result in providing enough raw material for the domestic paper industry, by increasing the recovery levels, saving scarce foreign exchange, and in the process making India clean and green by reducing the load on landfills.”

The event was marked by enlightened discussions on the importance and value of recycling, with the aspiration to inspire and involve the nation in a consolidated effort to preserve our precious natural resources and understand the worth of waste regeneration.


About ITC Limited

ITC Limited is one of India’s foremost private sector companies and a diversified conglomerate with interests in Fast Moving Consumer Goods, Hotels, Paperboards & Packaging, Agri-Business and Information Technology. With a market capitalization of around US $ 33 billion and a turn-over of nearly US $ 7 billion, ITC has been rated among the World’s Best Big Companies, Asia’s ‘Fab 50’, and has been ranked as the world’s 6th largest ‘sustainable value creator’ among consumer goods companies globally, according to a report by Boston Consulting Group (BCG).

ITC’s Paperboards and Specialty Papers business is the largest and technologically most advanced in India. Besides being a market leader in the value-added paperboards segment, it is the country’s largest converter of paperboards into packaging and is a pioneer in the use of cutting edge environmental technology including Ozone Bleaching and Elemental Chlorine Free Technology. It’s social and farm forestry program has greened nearly 114,000 hectares and created over 51 million person days of employment.


Source: ITC Limited.


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