New Delhi, 28th March 2023: Kia India, one of the fastest-growing carmakers in India, has kickstarted on-ground implementation of its two national community initiatives – D.R.O.P. (Develop Responsible Outreach for Plastic), and Uphaar to create impact at grassroot levels. First announced at the Auto Expo 2023, the two initiatives are aligned with Kia’s global CSR vision of a “clean environment” and a “free and safe movement” for building a sustainable world. While D.R.O.P aims to address the alarming concern of plastic waste and restrict its spread across landfills and water bodies, Uphaar is a tree plantation program initiated to extend support to the marginalised agrarian community and combat climate change. The former project is active in 5 mega cities – Gurgaon, Mumbai, Bangalore, Vijayawada, and Vishakhapatnam, while the latter is operational in 15 states, namely Andhra Pradesh, Rajasthan, Maharashtra, Telangana, Madhya Pradesh, Karnataka, Tamil Nadu, Odisha, Uttar Pradesh, Haryana, Assam, Meghalaya, Jharkhand, West Bengal, and Himachal Pradesh.
Speaking about the initiative, Mr. Tae-Jin Park, MD & CEO, Kia India, said, “Being a responsible business is a pre-requisite for building a long-term and sustainable business in India. Since our brand relaunch in 2021, our core philosophy is all about being a ‘Movement that Inspires’ and sustainability is a very important aspect in it. With these two-community initiatives, we are looking at inspiring multiple communities to contribute positively to the environment and are hoping to extend its reach and impact in coming years with the help of NGOs and our partners.”
D.R.O.P. is conceptualised to address the global concern of plastic waste that eventually ends up in landfills and water bodies. Initiated in association with the India Pollution Control Association – IPCA, the project aims to collect and recycle plastic waste in 5 mega cities by strengthening the plastic collection mechanism through association and education of various stakeholders and local communities. The brand is committed to curtailing 2500 MT of plastic waste by sensitising the communities among 100 collection points in each city. Besides this, the project will also furnish indirect benefits as a livelihood opportunity for the waste workers and aid communities in maintaining their locality and cities clean.
Uphaar is a tree plantation program initiated in association with Sankalptaru Foundation. The project envisions combating climate change to prevent the negative consequences on nature and humankind. By rendering support to marginalised agrarian communities, the focus is on rejuvenating the farmlands into green areas at various locations. The plantation will not only act as a carbon sink and aid in curtailing greenhouse gases and carbon emissions but also extend support to the underprivileged farmers by bolstering their livelihood opportunities and well-being. Under this project, Kia India to plant 150,000 fruit tree saplings (Apple, Peach, Guava, Orange, Lime-orange, and Coconut) in 15 states. Announced during the Auto Expo 2023, the project has benefited approximately 150 farmers by planting 100,000 trees till now.
About – Kia India
In April 2017, Kia India signed a memorandum of understanding (MOU) with the State Government of Andhra Pradesh, India, to build a new manufacturing facility at Anantapur District. Kia commenced mass production in August 2019 and has an annual production capacity of approximately 300,000 units. In April 2021, Kia India reimagined itself in line with its new brand identity, “Movement that Inspires” aimed at offering customers meaningful experiences backed by innovative products and services. Under the new brand identity, Kia has set out to find ways to achieve new benchmarks and inspire consumers to be more and do more. Till date, Kia India has launched five vehicles for the Indian market – the Seltos, the Carnival, the Sonet, the Carens, and the EV6. Kia India has completed over 8.6 lakh dispatches from its Anantapur plant, including 6.75 lakh domestic sales and over 1.9 lakh exports. With over 2.97 lakh connected cars on Indian roads, it is among the connected Car leaders in the country. The brand has a widespread network of 339 touchpoints and is focused on strengthening its footprints across the country.