World Oceans Day: Plum Goodness joins hands with WWF India to clean coastlines across four Indian states

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World Oceans Day: Plum Goodness joins hands with WWF India to clean coastlines across four Indian states
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Marine debris — any persistent, solid substance in the marine and coastal environment — damages aquatic life in numerous ways. They can cause damage or death via drowning, choking, entanglement, internal injuries, or hunger after consumption. The shocking visuals of marine species dying wrapped in plastic polythene waste have stirred our conscioussness time and again.
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Marine debris is a critical issue now encountered worldwide. To detangle marine life threats and minimise the impact of this humanmade disaster, Indian brand Plum Goodness and World Wide Fund For Nature (WWF), have joined hands.
Plum Goodness claims to be India's fastest-growing 100 per cent vegan beauty and personal care business. It partnered with WWF India to address the issue of marine trash along the shores of Gujarat, Tamil Nadu, Kerala, and Maharashtra.
"Plastic waste pollutes our oceans and seas, threatens marine life, and even ends up in the seafood we eat. One of the most threatening forms of marine plastic pollution is abandoned, lost, or discarded fishing gear, commonly referred to as Ghost Gear. We want to thank Plum for joining the effort to address the problem of marine plastic pollution," said Vinod Malayilethu, Associate Director, Marine Conservation Programme, WWF India.
Plum Goodness has been a long-time supporter of the global '1% For The Planet' campaign. Under this, the brand donates 1% of every transaction to environmental charities.
'Cleaning our Coastlines' initiative will be launched by both the parties, as the initiative will work on marine plastic debris and abandoned/discarded/lost fishing gear(ADLFG).
"This year, we are working with WWF India for a cause closer home – that of cleaning our coastlines and protecting the ocean from harmful marine plastic debris. We aim to take a small step towards a plastic-free, litter-free, and pollution-free marine environment through this initiative," remarked Shankar Prasad, Founder and CEO of Plum Goodness.
The project is also supported by Beach Warriors India, an NGO known for its clean-up initiatives at various beaches in Mumbai's Dadar Chowpatty area.


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