Under ‘Waste Wise’ initiative, the second
pillar of House of Hiranandani’s Tomorrow Matters campaign, the brand aims to:
●
Convert 3.4 million kg of wet waste in to organic manure
●
Ensure responsible handling and recycling of up to 18,000 kg of
plastic waste
●
Create awareness on the issue through an engaging video
Mumbai, 23 August, 2024: House of Hiranandani, a leading real estate developer,
proudly unveils 'Waste Wise,' the second pillar of its ambitious Tomorrow
Matters campaign, a five-year endeavour dedicated to advancing sustainability
and securing a better future for the next generations.
'Waste Wise' aims at combating the plastic waste crisis
with a twofold mission for the next five years: recycling 18,000 kg of plastic
waste and transforming over 3.4 million kilograms of wet waste into organic
manure. The manure produced during this tenure will be used in gardens and
distributed among local communities. By addressing the waste management crisis
head-on, the initiative strives to significantly reduce landfill dependency
while fostering sustainable waste management practices across communities.
The campaign's launch is marked by the release of a witty and
engaging video starring Polly, a plastic bag, designed to raise
awareness and provoke thought on the perils of improper waste disposal. This
creative effort emphasises House of Hiranandani's commitment to recycling and
encourages active participation in environmentally responsible actions.
The brand also initiated the first activity under this
pillar by distributing coffee mugs and steel bottles among it’s over 1000
employees to dissuade use of paper cups and plastic bottles, thus asserting its
commitment towards the cause. In the
next five years, it aims to conduct multiple programs such as workshops on
waste management, collection of plastic and E-waste, distribution of bins and
other initiatives in collaboration with different communities and organisations
to achieve the larger goal.
Prashin Jhobalia, Chief
Marketing Officer, House of Hiranandani, commented on the launch saying,
"Sustainability is deeply embedded in our brand's ethos. According to the Organisation for Economic Co-operation and Development (OECD) Global Plastic
Outlook, global production of plastic
waste has more than doubled since it was in 2000, and is set to triple by 2060.
Only 9% of this waste was recycled. With 'Waste Wise,' we are not just
addressing critical environmental concerns but also galvanizing the community
towards a meaningful change. Educating locals on hazards of plastic, importance
of wet waste composting, distribution of bins, collection of E waste are some
of the initiatives that will be regularly conducted under this pillar. We are
confident of garnering support from our residents and local community in
addressing this major challenge. ”
The Tomorrow Matters campaign is a cornerstone of House of
Hiranandani's sustainability ethos, encompassing a robust communication plan
spread across print, outdoor and digital mediums. Over the campaign's five-year
span, it will focus on four fundamental pillars, each promoting responsible
living and nurturing a more sustainable relationship with the environment.
Through 'Waste Wise' and the broader Tomorrow Matters campaign, House of Hiranandani aspires to cultivate widespread environmental stewardship and instil sustainable living practices, paving the way for a brighter, greener future for generations to come.
About House of Hiranandani: House of Hiranandani is a real
estate company based in India. It was founded in 1997 by Mr. Surendra
Hiranandani. The company has developed various residential, commercial and
retail properties across India. Some of
their notable projects include Hiranandani Gardens in Mumbai, Hiranandani Parks
in Chennai, and Hiranandani Meadows in Thane. House of Hiranandani is known for
its focus on sustainability and green initiatives in its projects. The company
has won several awards for its excellence in the real estate industry.