Tata Salt’s Initiative ‘Maulichi Savali- Mother Nature’s Compassion and Care’ conceptualized by The Brand Brewery

Tata Salt's Initiative ‘Maulichi Savali- Mother Nature’s Compassion and Care’ conceptualized by The Brand Brewery. Through this campaign, for the first time ever the annual religious journey of 1.5 million devotees towards Pandharpur sowed the seeds of positive change.


Tata Salt in a unique initiative that living up to Tata Salt’s claim of being ‘Salt of the nation.’ The activity addressed the issue of the hour, ‘climate change’. For the first time ever the annual religious the journey of 1.5 million devotees towards Pandharpur sowed the seeds of positive change. Tata Salt engaged the Yatris in the act of compassion towards Mother Nature as they planted saplings for a greener progressive tomorrow while marching towards the holy journey of Pandharpur.

As the climate clock ticks away, the temperature has increased significantly, which includes Maharashtra at a rate of +0.02 degree Celsius per year.  As per Government of Maharashtra Forest statistics, forests are reducing every year across Pune, Satara and Solapur that fall under the Pandharpur Yatra Route making it a perfect platform for Tata’s initiative Maulichi  Savali – Mother Nature’s Compassion and Care.

Keeping this in mind, Tata Salt takes a step to address this issue by planting ten thousand trees across 250 Kms stretch of the holy Pandharpur Yatra route. This will in future make the yatra of Pandharpur devotee’s greener and soothing, who brave all weather conditions, to complete their 700-year-old traditional pilgrimage by foot. Moreover, making Maharashtra greener and progressive for the years to come.

On average, the Warkaris walk about 40 to 50 km every day and most of them are aged people coming from remote areas of Maharashtra and Karnataka. Warkaris and villagers planted the saplings along with the Sarpanch of the villages, where they halted during their journey. These trees included- Oak, Gulmohar, Badam, Neem, Rantaka and Bagul, which grows faster and are not consumed by animals. Tata Salt to supply water to these saplings at an interval of every 15days for a period of 3years. They have also connected with the Sarpanch of the village to ensure these trees in their village are protected and taken care of so that they don’t wither off.

In addition to providing shade to thousands of devotees, Tata Salt is also supporting the villagers by offering a certain amount of salt every month for their daily usage. Also to keep the devotees hydrated throughout their journey, Tata salt served them energy shots in biodegradable cups. This initiative which began on the 7th of July will continue till 17th July for a period of 10 days in Indapur, Akluj, Borgaon, Wakhari, Velepur, Malshiras, Lonand, Taradgaon, Nimgaon Ketki and across Pune and Solapur.

Speaking on the initiative, Mr. Sagar Boke, Head – Marketing, Consumer Product Business, Tata Chemicals Ltd. said, “Sustainability is central to the core values we adhere to in the Tata group. This initiative is our small step towards contributing to the environment and to provide shade to the pilgrims who undertake this long physically challenging journey. We thank all the participants and volunteers, who have taken part enthusiastically in this event and made this a success.”

Speaking on the campaign, Mr. Pradyumn Tandon, Founder & MD, The Brand Brewery (The agency that conceptualized & executed the campaign) said, “We at TBB always strive to give  effective and innovative campaign ideas to our clients, ensuring seamless product integration, but this time it was executed with a cause while taking the beacon of greener growth for a cleaner future. It’s a delight to work for brands like Tata Salt who are equally enthusiastic to promote innovative methods of marketing while adding real value in the lives of people.”

Tags assigned to this article:
maulichi savali tata salt initiative the brand brewery

Around The World

Our Publications