A drive for change – Jeep India’s ‘Mission One Earth’ initiative

Tourism, one of the worst-hit sectors during the pandemic, is gradually picking up the pace in India after a temporary hiatus of a year and a half. Although the economy took a very hard hit, Mother Nature on the other hand, thrived. The absence of tourists meant that most holiday spots in India had a chance to rest and recuperate. However, with the gradual unlocking of the country and the resumption of economic activities, these spots can expect to see an influx of travelers again. Titled ‘Mission One Earth’, the program will promote responsible adventuring in tourist regions of the Himalayas.

The livelihood of the local community in many of these places is primarily dependent on tourism. Tourist season brings in the moolah and provides a positive stimulus to the local economy. That being said, the tourism industry has a huge downside too. Some of the most breathtaking getaway places have to contend with mountains of litter being left behind by visitors. Even though the government, NGOs, and local stakeholders are trying to tackle this niggling problem, it is as persistent as ever.

Jeep India, one of the most famous global automobile manufacturers, rolled out a CSR initiative to combat this dilemma. Titled ‘Mission One Earth’, the program will promote responsible adventuring in tourist regions of the Himalayas. The idyllic setting of the Himalayas forms the perfect backdrop for a number of off-road trails and roads that are frequented by enthusiastic adventure motorists. In a bid to promote a ‘greener way for its customer and the community to enjoy off-road adventures, Jeep India came up with an innovative solution.

Mission One Earth was integrated with Jeep India’s annual Legendary Jeep Trails drive. A total of 20 Jeeps made the long 2,000 km drive from Shimla to Srinagar via Leh, picking up around 1,500 kg of plastic waste along the way. 300 local community members partnered with the motorists in making the plastic reduction drive an astounding success.

Another important bit of the initiative was the setting up of ‘reverse vending machines for plastic waste in areas recorded high foot-falls. These machines are specifically designed to take in plastic waste in return for redeemable coupons. The plastic waste will then be recycled and used to manufacture environmentally-friendly Jeep merchandise. Any tourist who feeds any one of these machines will receive a coupon that can be used to avail of these merchandise. Jeep India will monitor and maintain these machines for one year.

To promote the message of responsible adventuring, every Jeep India dealership will incorporate the message of Mission One Earth in its daily operations and interaction with customers.

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