JSW joins hands with murtikaars to celebrate Eco-Friendly Ganesh Utsav
JSW Group is collaborating with the Murtikaar community residing in Raighad district of Maharashtra to celebrate JSW Eco-Friendly Ganesh Utsav. This unique collaboration takes the form of a community festival called “JSW Eco-friendly Ganesh Utsav” based on the theme of Rang Abhimanacha (Colours of Pride). During this community festival, JSW aims to create consciousness among these murtikaars to use environment-friendly colours to paint the Ganpati idols during this year’s Ganesh Chaturthi.
Most of the Ganpati idols sold in Mumbai, Pune and other parts of Maharashtra are primarily from the Raigad district. The Ganpati idols made by the Murtikaar community are popular in Maharashtra as well as in many international markets. This is why the Pen village where a large part of the Murtikaars resides is popularly known as “Ganesha’s Idol Abode”. Every year in Maharashtra, millions of these idols are immersed in lakes, rivers and the sea during the festival. JSW Eco-friendly Ganesh Utsav aims to create a social consciousness to use low VOC colours and reduce the risk to marine life.
JSW Group is focused on protecting the environment through various sustainable practices in its business operations. It has joined hands with the Pen-based Murtikaar community to promote the idea of eco-friendly Ganesh Utsav. This is being accomplished by offering these murtikaars an opportunity to use JSW Paints’ water-based colours. JSW Paints has a portfolio of 1808 colours that are eco-friendly, non-toxic and quick to dry.
According to Mr Ashish Chandra, Executive VP & Plant Head, JSW Steel Dolvi Works, “Our steadfast commitment to mitigate the adverse effects of climate change extends beyond our business operations to the communities which reside around our plants. Our collaboration with the Murtikaars in Pen to create a social consciousness to celebrate an eco-friendly Ganesh festival and strengthen it as a community-level institution. We are leveraging the strength of our Group businesses to accomplish this goal.”
Ms Anuradha Bose, Chief Marketing Officer of JSW Paints said, “The JSW Eco-friendly Ganesh Utsav provides us with the perfect platform to initiate a social change. Being environment-friendly, our paint products water based, are low on VOC and totally family-friendly. With this activity, we instil new pride in the way Maharashtra celebrates Ganesh Chaturthi.”
Mr Ashwini Saxena, CEO of JSW Foundation says, “JSW Foundation is committed to preserve and celebrate the native art of our Murtikaar community by introducing new and sustainable practises in a constant pursuit of making life better for them. The JSW Eco-Friendly Ganesh utsav is a small beginning in this direction.”