• Sapling plantation drive under the aegis of Sunfeast Hara Banao Campaign breaks previous Canadian record
• For the first time in the world, people from the grassroots have come together to create a Guinness World Record, thereby putting India on the global map of achievers.
• Khammam farmers achieve international acclaim through the unique planting initiative under Sunfeast Hara Banao campaign.

Bhadrachalam

Sunfeast is set to enter the prestigious Guinness Book of World Record through a novel Sapling Plantation Drive. Under the auspices of "Sunfeast Hara Banao Campaign", ITC Foods in conjunction with ITC-PSPD (Bhadrachalam Unit) successfully planted a record-breaking 3,00,587 (Three hundred thousand, five hundred and eighty seven) saplings across 17 villages in the Khammam district of Andhra Pradesh in India. The effort was achieved within a record time of 20 (twenty) minutes in the presence of esteemed guests including the Khammam District Collector Mr.N.R.Nimje (IAS) and the Sub District Collector Dr.M.S.Yogita Rane (IAS) among others. Through this effort, Sunfeast, together with the local community, has put India on the global map.

A total of 15,907 (Fifteen Thousand nine hundred and seven) farmers and 300 volunteers from the region were involved in this unique world record-breaking plantation in record time of 20 minutes. Both digging and planting was done simultaneously to achieve the feat. This international level achievement by farmers of Khammam district breaks the existing record of 1,34,083 saplings planted in one hour currently held by a Canadian organization. While granting international acclaim to the farmers the initiative also brings under cultivation 264 acres of cultivable land thereby contributing to the economic and ecological development of the region.

"Sunfeast Hara Banao Campaign was conceived to sensitize people about the deteriorating environmental conditions and show them how every one of them can make a difference and contribute toward environmental upgradation. This exercise will put the citizens of Khammam District on the world map and hopefully work as a trigger to generate interest and get more people to participate in the cause of environmental protection" says Mr. Ravi Naware, Divisional Chief Executive, ITC Ltd - Foods Division.

Adds Mr. Pradeep Dhobale, Divisional Chief Executive, ITC - PSPD "ITC's presence in the pulp based value chain provides the basis for a significantly enlarged contribution by developing wastelands through the promotion of agro forestry. In partnership with NGOs, the government and the rural community, ITC identifies poor tribals with private wastelands and organizes them into self-supporting forest user groups. The Guinness World Record breaking attempt under the aegis of Sunfeast Hara Banao Campaign is a step in this direction towards empowering the poor tribal population."

"We believe that creating this record will inspire more children and citizens to take an interest in the development and enhancement of the economic and ecological landscape of India's rural hinterland" concluded Mr. Ravi Naware.

About Sunfeast Hara Banao Campaign

Sunfeast is an environment friendly brand that has identified children as the prime drivers to advocate the cause of environmental issues and become the drivers for environmental advocacy. Sunfeast aims to tap into the potential that school children embody to convert them into agents for change. Sunfeast through its extensive reach in this target group is in a position to optimize the association to reap profits that are beneficial to the society at large. The Sunfeast Hara Banao initiative has found support in more than 100 schools in Mumbai last year. This year the activity will be taken further and conducted across 500 schools across the country and will involve participation of more than 3,00,000 school children.