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The initiative aims to make Pondicherry one of the cleanest coastal cities in India and initiates the building of a state of the art Sanitation park to dispose of the waste produced in the city.

On World Ocean Day on June 08, 21, Godrej Consumer Products Limited, a leading emerging markets company, in collaboration with Pondicherry Municipality, Swachatha Corporation and Recity Network announced the launch of Project KEEP in Pondicherry. The launch saw the release of a Film on KEEP’s vision for Pondicherry.

The KEEP project aims to make Pondicherry one of the cleanest coastal cities in India by scientifically managing 140 tons per day of waste generated, professionalizing 405 waste workers and establishing a circular economy by 2023.

While congratulating the Project KEEP on the successful completion of the pilot, Dr. Thulasiraman, MHO, Pondicherry Municipality, said, “The project KEEP has done commendable work in enabling the residents in the pilot ward of Vambakeerapalayam ward to take up segregation of waste and aligning them with project vision Namma Pondy Clean. Several initiatives like technology training, pandemic specific safety training and medical health camps have been taken towards skill development and better the living conditions of waste workers. I look forward to the expansion of the project into other areas of Pondicherry City”.

Commenting on the initiative, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Limited (GCPL) said, “We’re a purpose-driven FMCG company and are committed to creating a more inclusive, equitable and greener planet. We’re working towards solving the problem of waste management in India. Our India manufacturing is already zero waste and we’re now working with several municipalities across India to drive solid waste management. Through our partnership with Pondicherry Municipality, Recity Network and Swachatha Corporation, we are driving maximum value out of waste produced in the city, and improving livelihood opportunities for the waste workers. This people-public-private collaboration can establish Pondicherry as a model for eco-sensitive coastal cities to follow.’’

Scientific Disposal and Recycling Four Tons of Dry Waste Daily

A CSR initiative of Godrej Consumer Products, the project’s flagship program KEEP Namma Pondy Clean, initiated in July 2020, has completed its pilot phase in Vambakeerapalayam of Pondicherry and is all set for a scale-up of the project throughout the city. The project will ensure the safe disposal of the waste littered in the city. It has initiated the construction of the first among three state-of-the-art ‘Sanitation parks’ that will be built for the same. The facility, in the pilot ward of Vambakeerapalayam, will be functional in July and will ensure scientific disposal and recycling of four tons of dry waste daily.

Our India manufacturing is already zero waste and we’re now working with several municipalities across India to drive solid waste management. Through our partnership with Pondicherry Municipality, Recity Network and Swachatha Corporation, we are driving maximum value out of waste produced in the city, and improving livelihood opportunities for the waste workers. This people-public-private collaboration can establish Pondicherry as a model for eco-sensitive coastal cities to follow

The flagship awareness campaign, KEEP Namma Pondy Clean has the local Tamil flavour, which means “KEEP Our Pondicherry Clean” to connect the city residents to the vision of the campaign, and build their capacities for ‘Source segregation’ and ‘No littering’ in the area.

In the pilot area, the team has conducted four clean up drives and one eco-drive to promote no-littering behaviour in the city. It has also the capacity to build around 1380 property units to segregate their household waste into dry, wet, hazardous and domestic biomedical waste. Further, the team has deployed a unique waste intelligence technology, that supports the Municipal Corporation, in the end, to end monitoring of waste management activities in the city and solve problems in real-time.

Sharing his views on the initiative, Anoop Dukka, General Manager, Swachatha Corporation, Pondicherry said, “We are pleased to be associated with Project KEEP. The unique technology of Recity Network has helped us ensure 100% collection of segregated waste, and also measure the performance of our workers, whereby enabling us to recognize and incentivize their contribution in the future”

Speaking on the occasion,Suraj Nandakumar, Co-founder, Recity Network, further said, “We really applaud the initiatives taken by Godrej – building Sanitation Park and enabling waste management technology that ensures end-to-end waste traceability in Pondicherry. We are delighted to be a part of this visionary project that is going to become a catalyst of change in times to come.”

Further, adding to this, Nandakumar, Community Lead, Project KEEP, Pondicherry said, “I am extremely grateful for all our partners – Godrej, Swachatha Corporation and Pondicherry Municipality whose support has made the pilot successful. I am confident, with their continuous support, we will be able to replicate the similar success going forward and make our vision of transforming Pondicherry into one of the cleanest cities in India a reality.”

About KEEP

‘Keep’ is an initiative supported by Godrej Consumer Products and implemented by Recity Network to develop inclusive, contextualized, and resilient models for solid waste management in Pondicherry, and making it one of the cleanest coastal cities in the country. The project is committed to diverting 170 MT of waste that makes its way to the landfill every day, and professionalize more than 400 waste workers working in the city.

The awareness campaign, ‘Keep – Namma Pondy Clean’ has been established to raise a call-to-action for transforming Pondicherry city into one of the Cleanest Coastal cities in India. The goal shall be achieved by engaging all stakeholders including citizen groups, waste workers, tourists, and influencers through awareness generation for source segregation and No littering of waste, as well as by creating mechanisms for its scientific processing.

About Godrej Consumer Products Limited 

Godrej Consumer Products Limited is a leading emerging markets company. The over 123-year young Godrej Group enjoys the patronage of 1.15 billion consumers globally, across different businesses. In line with their three by three approach to international expansion they are building a presence in three emerging markets (Asia, Africa, Latin America) across three categories (home care, personal care, hair care). They rank among the largest household insecticide and hair care players in emerging markets.

Approximately 23% of the promoter holding in the Godrej Group is held in trusts that invest in the environment, health and education. They are also bringing together our passion and purpose to make a difference through our ‘Good & Green’ approach to create a more inclusive and greener India.

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