4500 Fish Knights pledge to Tata Power’s ‘Act for Mahseer’ conservation campaign
National, 25th July, 2017: Tata Power, India’s largest integrated power company, has been working relentlessly since 1970 towards conservation and saving of the mighty mahseer through its ‘Act for Mahseer’ movement. Taking the campaign further, in Q1 FY18, the Company initiated a new campaign leg- ‘Each One, Reach One’, which encourages the Mahseer fish knights to nominate a friend to take the pledge and then send Tata Power a selfie with their ‘Partner in Knighthood’. This chain has resulted in the Company increasing its fish knights base to over 4500 pledges.
‘Each One, Reach One’ initiative has created a network of enthusiastic individuals who are pledged to the cause of saving Mahseer and stopping the ecological destruction that’s contributing to its endangerment. The campaign is run across the Company’s social media channels, and is also promoted internally to its stakeholders.
Talking about this milestone, Mr. Anil Sardana, CEO and MD, Tata Power, stated, “At Tata Power, our efforts at nation building are not just limited to lighting up lives by providing energy to the nation, but also includes caring for the community, and flora and fauna near our areas of operations. For over four decades, Tata Power has undertaken numerous efforts to conserve the mahseer species, which is still classified as an endangered species and undergoing slow extinction by the International Union for Conservation of Nature and Natural Resources (IUCN). The increasing number of consumer pledges to Act for Mahseer further boosts our spirits, and encourages us to carry on with our journey till we reach our goal.”
The survival of the magnificent mahseer – one of the 20 mega fishes of the world – is important towards preserving the eco-system. Tata Power has taken up the conservancy programme of the mahseer in the right earnest and has trained about 300 fishery scientists till date to further continue conservation efforts. ‘Act for Mahseer’ is a call to action public campaign aimed at spreading awareness around the mighty Mahseer to help preserve this valuable fish species at a national level. The programme was launched with a three-pronged approach to educate, engage and empower Mahseer lovers. As part of the programme all the registered fish knights will pledge to spread awareness about the campaign and its importance, take active part in Mahseer rehabilitation, and protect the Mahseer by preventing water pollution and protecting natural water bodies.
