Tatsat Chronicle Magazine

Jeep India launches ‘Mission One Earth’ CSR initiative

The collected plastic waste will be recycled into Jeep merchandise

Jeep India has launched a new CSR programme dubbed ‘Mission One Earth,’ which encourages customers to participate in responsible adventures. Jeep India organised a collection of 1,500 kg of plastic garbage from the highways in Ladakh with the help of customers and the local community. Customers travelled over 2,000 kilometres in 20 Jeep SUVs from Shimla to Srinagar through Leh. More than 300 residents took part in this project. The company also installed specifically constructed and technologically enabled reverse vending machines at strategic spots throughout the Himalayas’ high altitude crossings. The plastic garbage gathered will be recycled into Jeep products.

Tourists who use the reverse vending machines will receive a coupon that can be exchanged for environmentally friendly their products sent directly to them by the brand. The reverse vending machines will remain at these tourist destinations for a year, with Jeep India monitoring and maintaining them. In their first initiative, their customers in 20 Jeep SUVs and over 300 members of the local Ladakhi community worked together in the Himalayan union territory to collect up to 1500kg of plastic debris. From Shimla to Srinagar through Leh, the plastic reduction drive covered nearly 2000 kilometres.

The Brand used this project to install specifically built and technologically enabled’reverse vending machines’ in high-traffic tourist areas along high-altitude Himalayan routes. The plastic garbage gathered will be recycled into their products. Tourists who feed plastic waste into the reverse vending machines will receive a coupon that can be redeemed for environmentally friendly Jeep merchandise sent directly to them by the brand. The reverse vending machines will remain at these tourist destinations for a year, and they will monitor and repair them. They intend to use its Dealer network and 50,000-plus customers to spread the message of Responsible Adventure throughout the country.

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