supports largest citizen-driven initiative to clean Yamuna

Tuesday, March 16, 2010

NEW DELHI - First time association with a public initiative of such large scale. Associating with “Meri Dilli Meri Yamuna” (MDMY), is among the biggest CSR initiatives by, for a noble cause like cleaning up Yamuna.

MDMY has been initiated by the Art of Living Foundation of Sri Sri Ravi Shankar to clean-up Yamuna before Commonwealth Games. The effort is to make this campaign a people’s movement, exhorting mass participation.

A grand event on 16th March 2010 in Delhi to launch the initiative, is actively supporting the event. Starting a series of such steps, a massive clean-up drive on the Yamuna’s bank was organized on March 14.

As a responsible corporate citizen performing its corporate and social obligations at the highest level,, the country’s largest online B2B marketplace, is supporting the ‘Meri Delhi Meri Yamuna’ (MDMY) initiative - the largest public initiative to clean up the Yamuna and restore it to its past glory, before the Commonwealth Games.

MDMY started as an initiative of The Art of Living, but it’s now a full blown Citizen’s Action Plan. Dozens of NGOs and Companies have already joined as Partners.

Yamuna is immensely important for the economic, ecological and basic needs of the region and its people. Sadly, over the years, it has become one of the most endangered waterways in India. More than half of 3.6 billion tonnes of sewerage produced in Delhi everyday flows into Yamuna untreated.

Dinesh Agarwal, Founder and CEO of expressing his views on this significant initiative said, “Almost all great cities and civilizations across the world are nestled around great rivers be it Paris, Tokyo, Seoul, New York or London. Delhi citizens too have a great river, but sadly we have stopped caring for it. It’s time we show our pride in this national treasure before we loose it forever. We at are proud to play our part with the best of our abilities to help clean Yamuna, but a sustained support for a longer period of time will be required from every quarter, before we realize this dream.”

The MDMY’s other CSR partners include, Times of India, Star News, Phillips, SBI, Bajaj Allianz, Indraprastha Gas Limited, The UNESCO, World Bank, JICA (Japan International Cooperation Agency) have pledged their support for this hugely ambitious initiative. on its part is promoting the initiative across its network, and its management and employees are taking part in this clean-up drive as well.

The Meri Dilli Meri Yamuna (MDMY) citizen initiative is being formally launched on March 162010, 7 pm onwards at Purana Qila in Delhi by his holiness Sri Sri Ravi Shankar, where the citizens and leaders from all walks of life would be present to mark the occasion. A massive cleaning drive was also undertaken on March 14 on the Yamuna bank, which will be followed a series of such steps.

The aim of MDMY is “Sparkling Yamuna Shining Delhi”. Surely, the revival of Yamuna will mean a protection of our heritage and the currently endangered bio-diversity of the eco-system, and will also be a huge contributor for tourism, a healthier and sustainable urban environment and a restoration of critical water resource. (ANI)

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