June 11, 2013, Dubai, United Arab Emirates – Unilever, one of the world's leading FMCG companies, has been helping consumers make better choices for over 100 years, and has now once again partnered with Choithram, one of the biggest retailers in the UAE, to further promote water conservation and waste management.
The campaign that is running for the coming 10 days, provides consumers with water conservation tips and recycling tools that will help them in taking small sustainable actions that collectively add to a bigger difference.
During the campaign as well, a total of 40,000 green bags will be distributed to shoppers across Choithram's 10 main branches across Dubai and Abu Dhabi*. The campaign also offers 30 lucky shoppers the opportunity to get their month's utility bill paid
“As part of Unilever Sustainable Living Plan, we have made the commitment to halve our environmental impact by 2020. However, if you look at the value chain of any of our products, only 5% of the environmental footprint is under our direct impact and 68% of it comes from the consumer. Hence, through this initiative we aim to change behaviour and encourage good practices of waste management and water conservation,” said Arijit Ghose, Managing Director at Unilever Gulf. “However, changing behaviour is one of the biggest challenges we face in our society. Therefore, partnering with different entities, that are also active in creating a more sustainable community, such as Choithram, will help us in overcoming such a challenge and broaden our relationship with our customers at the same time.”
“We have been partnering with Unilever since a couple of years now in bringing to the fore, the need to create awareness within the community on the perils that we face as far as the environment is concerned. One of the reasons of the partnership is that as companies, not only we share the same sentiments, but also strive to make the earth a better living place.” Said Kirthi Meghnani, Group Procurement Manager
In terms of Choithram's sustainability initiatives, they constantly reduce unnecessary packaging and install energy efficient equipment in refrigeration and lighting.
Their stores are located within the communities and their sourcing team pursues local or regional options to reduce their carbon footprint. Also, Choithram Hospital and Research Centre, in Central India, have installed a water recycling unit and this treatment plant is now saving us more than 3,000,000 litres of potable water every year. Furthermore, it provides 5000 kg. of sludge every month that is used as manure in the gardens of the hospital. Choithram's latest project is at the UK production facility. Plans are underway to install wind turbines and solar panels to produce electricity for the plant.
This water conservation initiative is part of the “Water Savers” campaign that falls under the Unilever Sustainable Living Plan. Under The Plan, Unilever promises to double the size of its business and halve its environmental footprint. The “Water Savers” campaign has educated a million people in a year on water conservation through 360 degree communications.
Unilever has also provided consumers with innovative products to assist them in making the community a more sustainable one. For example, Lifebuoy handwash kills germs in 10 seconds which translates into 50% water reduction.
Campaign's Participating Outlets:
• Safa Park Branch
• Umm Sequim Branch
• Beach Road Jumierah Branch
• Al Rais Branch
• Dubai Tower Branch
• Meena Bazar Branch
• Al Rashidiya Branch
• Greens Community Branch
• Falcon Branch
• Choithram Fresh, Corniche Branch