Plum Goodness partners with WWF India for the 'Cleaning our Coastlines' project across four states

Posted on 01 June 2022
Cleaning our Coastlines
© WWF India
The brand is leveraging its association with '1% For The Planet' to address the issue of marine plastic pollution

India's fastest-growing 100% vegan beauty and personal care brand Plum Goodness joins hands with WWF India to work on the issue of marine debris across the coastlines of Gujarat, Tamil Nadu, Kerala, and Maharashtra. As a long-time member of the global movement of '1% For The Planet', Plum Goodness gives away 1% of every sale to support environmental causes. Over the past few years, Plum has also supported WWF India’s efforts towards the conservation of snow leopards and their habitat.

It has been estimated that between 4.8 to 12.7 million metric tons of plastic enter our oceans annually globally. Due to harsh sunrays and weather conditions, the discarded plastic breaks into minute fragments and gives birth to micro-plastics. This poses a considerable threat to our seas and the lives dependent on them. The 'Cleaning our Coastlines' is a project under which Plum is supporting WWF India in their work on marine plastic debris and abandoned/discarded/lost fishing gear (ADLFG). Another aspect of the project will cover the upcycling and management of such debris and ADLFG in the states mentioned above. Additionally, efforts will be directed towards raising awareness on the issue by engaging and fishing communities and citizens.

Commenting on this initiative, Shankar Prasad, Founder and CEO of Plum Goodness, said, "Being good has always been at the core of whatever we do. Since our inception, we have been a proud member of the global movement of '1% For The Planet'. With the help of WWF India, we made a modest attempt to protect the snow leopard over the past couple of years. This year, we are working with WWF India for a cause closer home – that of cleaning our coastlines and protecting the ocean from harmful marine plastic debris. We aim to take a small step towards a plastic-free, litter-free, and pollution-free marine environment through this initiative."

To kickstart the citizen awareness under the partnership, Plum and WWF India conducted a community-driven beach clean-up drive at Dadar Chowpatty, Mumbai. Supported by Beach Warriors India, a Mumbai-based NGO known for its clean-up initiatives at various beaches in the city, the clean-up drive saw 85+ participants assembling to collect garbage strewn on the beach. Most of the trash collected was single-use plastic, a significant cause of pollution and environmental deterioration. All the waste material collected was put together to form a thought-provoking art installation – that of marine life being threatened by man-made waste.

Vinod Malayilethu, Associate Director, Marine Conservation Programme, WWF India said, "Plastic waste pollutes our oceans and seas, threatens marine life and even ends up in the seafood we eat. One of the most threatening forms of marine plastic pollution is abandoned, lost, or discarded fishing gear, commonly referred to as Ghost Gear. We want to thank Plum for joining the effort to address the problem of marine plastic pollution."

About Plum  
Born in 2013, brainchild of Shankar Prasad, an IIT-ISB Alum, Plum is a leading, 100% vegan, cruelty-free & non-toxic beauty brand with a strong portfolio in skincare, haircare, personal care, and makeup. The brand is driven by a strong leadership & investor team focused on building value for - People, the Planet, and Profit-sharing participants.  With over 180 SKUs, Plum has steadily built its customer base on both online and offline platforms. In addition to being among the top new-age beauty brands online, the brand also now reaches over 250 towns and cities in India, through 1000+ assisted outlets, and over 10,000 unassisted outlets - growing month-on-month. It is also one of the fastest growing beauty and personal care brands on key online marketplaces. The brand recently raised $35 Mn in series C funding. Plum also bagged the Best Vegan Cosmetics award at the PETA India's Vegan Fashion Awards 2021. Besides skincare, Plum's hair care, makeup and the Plum BodyLovin' range of bath and body products are gaining popularity with consumers.

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Cleaning our Coastlines
© WWF India Enlarge
Cleaning our Coastlines
© WWF India Enlarge
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