4500 fish knights pledge to Tata Power's 'Act for Mahseer' conservation campaign

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, 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.”