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ITC and Bruhat Bangalore Mahanagar Palike (BBMP) celebrates the Third Anniversary of the ‘National Recycling Day’
01 Jul 2013

ITC’s  Wealth out of Waste (WOW) programme brings to fore the significance of  recycling through collaborative effort

As part of its Wealth Out of Waste (WOW) programme,  ITC Limited celebrated the third anniversary of ‘National Recycling Day’ with more than 15,000 school children, over 500  delegates from the state government and the corporate sector, NGOs, professors,  educational institutes as well as countless citizens in the city of  Bengaluru today. Pioneered  by ITC in 2010, the National Recycling Day is a one-of-its-kind initiative in  the world, and has today gained widespread support and recognition across  various sections of society.  Shri  Ramalinga Reddy, Minister for Transport & Bengaluru City, Govt. of  Karnataka inaugurated the event along with other Guests of Honour – Shri R. V.  Devraj, Member of Legislative Assembly, Chickpet Constituency; Shri P.N.  Sadashiva, Corporator, Sunkenahalli Ward; Shri Venkatesh Murthy, Mayor, Bruhat  Bengaluru Mahanagara Palike (BBMP) and Shri Lakshminarayana, IAS, Commissioner,  BBMP. The  dignitaries also shared their views on the significance of Recycling and  effective waste management. The discussion enlightened and inspired the  gathering to consolidate their efforts to preserve precious natural resources  and understand the value of waste regeneration.

To build  upon the Wealth Out of Waste (WOW) programme, ITC associated with Bruhat  Bangalore Mahanagar Palike (BBMP) and launched ‘WOW for Rag-pickers’ in 12 selected wards of Bengaluru. The programme aims to create sustainable livelihoods for Rag-pickers and Waste  Collectors by propagating Source Segregation at all levels of society and  facilitating effective collection mechanisms to maximise recycling of dry  waste. The programme will cover  all segments like households, offices, shops, schools, educational  institutions, malls, supermarkets, banks, hotels and hospitals. The pilot  programme also seeks to ensure collection of post-consumer FMCG waste, which  has today become a major source of litter in the city. It is also expected that  increasing the quantum of dry recyclable waste, will substantially improve the  incomes of rag-pickers and municipal workers. In addition, BBMP will also  support this initiative by providing Dry Waste collection Centres in each ward  and ensuring that waste segregation is strictly implemented by their staff in  each ward.

Appreciating ITC & BBMP for the initiative and the audience for  their participation in the programme, Shri Ramalinga  Reddy, Minister for Transport & Bengaluru City, Govt. of Karnataka remarked, “At  the outset, let me congratulate M/s ITC Limited and BBMP for creating a  platform to propagate the idea of source segregation of dry and wet waste among  the general public across the society, by making Paura Karmikas (PKs) and rag  pickers as the brand ambassadors, thereby creating employment for under  privileged people and improving their living conditions and bettering their  socio-economic status.I wish ITC and BBMP all the success in their endeavour in  making Bengaluru clean and green.”

In line with ITC’s sustainability practices, ITC’s WOW programme  implemented by its Paperboards and Specialty Papers Division aims to create  awareness among general public about the “Reduce-Reuse-Recycle” to protect and  restore the environment, inculcates the habit of source segregation amongst the  general public, school children, corporates and people from every walk of  life.

The pilot programme to  include BBMP workers and rag-pickers was kick started on 20th June,  2013 with environmental quiz programmes, painting competitions, recyclables  collection campaigns, road shows and slogan contests covering the entire city  of Benguluru. These efforts have gone a long way to create large-scale  awareness towards making the city clean and green.

  Present at the occasion, Mr Pradeep Dhobale, Executive Director, ITC  Limited said, “We are happy to celebrate the third anniversary of the  ‘National Recycling Day’ and the extensive support from all stakeholders  including schools, corporate bodies and state government is a testimony to the  positive impact of this programme on the city and its people. The Wealth Out of  Waste initiative, which propagates the concept of recycling and waste  management is an integral part of ITC’s multi-dimensional sustainability  initiatives. This programme reinforces our commitment to the triple bottom line  philosophy of creating social and environmental capital for the nation. On  behalf of ITC, I would like to thank BBMP and the Govt. of Karnataka for  supporting us to the fullest in making this programme a huge success.”

ITC’s Consumer  Goods Businesses, including Foods, Personal Care Products and Education and  Stationery Products, are also actively participating with ITC’s Paperboards and  Specialty Papers Division to support this landmark initiative.

Today, the ITC WOW programme is operational in Chennai, Madurai, Coimbatore, Bengaluru and  Cochin.  What started with just 10MT collection  of recyclables through the WOW collection has now swelled to over 4000MT/month.  Over 3 million citizens, 500,000 school children, 350 corporates, over 1,000  commercial establishments and about 200 industries are supporting WOW across  South India. This in turn helps augment green cover, conserve scarce natural  resources and make the environment clean and healthy. The initiative has also created  livelihood opportunities for over 4,000 underprivileged people.

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