THE WHAT? Procter and Gamble has teamed up with Flipkart to launch a forest planting program in India, according to a report published by Fashion network. The Forests for Good initiative gave customers of the e-commerce giant and US FMCG manufacturer the chance to adopt trees digitally, in order to foster a sense of ownership among shoppers.

THE DETAILS The program will facilitate the creation of four new forests in Karnataka. Some 4,000 trees have already been planted with the support of tech partners EcoMatcher and SayTrees to ensure traceability via blockchain technology.

THE WHY? Pawan Verma, Head of Purchases and Executive Sponsor of Sustainability, P&G India, told the media, “Environmental sustainability is ingrained in P&G’s everyday operations and is an integral part of our growth strategy. We have a responsibility to improve the world through our products and the positive impact our brands and company can make. By prioritising responsible practices, we strive to provide superior value while reducing our environmental footprint. Recognising the urgency and magnitude of the task, we are forging partnerships with external organisations to create a more significant impact. Our collaboration with Flipkart is a testament to this commitment. Together, we empower consumers to actively contribute to the preservation of our plant, driving meaningful change for future generations.”