The Mahindra Group planted over 1.18 crore trees in the Araku Valley in Andhra Pradesh in the last 14 years under its Project Hariyali with 93.5% average survival rates. The aim of planning trees in the Valley is to provide livelihood support to tribal farmers growing coffee in the region.
In the year 2020-21, the Group added 0.90 million more trees in the Araku Valley under the Project.
The company invested Rs. 2.60 crore towards tree plantation in Valley. Its NGO partner Naandi Foundation executed the plantation project.
The project not only greening the environment but also provided livelihood support to tribal farmers growing coffee and fruit bearing trees in this region.
In F21, the Group planted a total 1.14 million trees. Till date, 19.08 million trees have been planted through Mahindra Hariyali, of which 11.68 million trees were planted in Araku to support the livelihood of 25,000 tribal farmer families.
Mahindra Hariyali
In 2007, Anand Mahindra led Mahindra Group launched ‘Mahindra Hariyali’ with the aim of adding 1 million trees to India’s green cover every year. Today the project has transformed into a massive movement, with employees, customers, vendorsna, and dealers undertaking tree plantation drives across the country. In the year 2018-19 the company invested Rs. 5.75 crores in Hariyali Project.
Where is the Araku Valley?
Araku Valley is located in Andhra Pradesh. The trees planted in the Valley include fruit bearing trees and coffee saplings, which have yielded high returns to the Adivasi tribal population in this region, the company said.
Community Participation
The Hariyali project at Araku follows a participatory approach in its planning and implementation and requires complete involvement of all the tribal families associated with the project.
In a bid to ensure transparency, farmers are consulted at every step in the program process and farmers societies have been formed to ensure ownership and community participation in the decision making.
93.5% average survival rates
The testimony of the community adopting the project is evident through the average survival rates of the plantations, which is 93.5% for Araku Valley (external audit by UNIQUE Forestry and Land Use GmbH in 2019) and 83.68% for other locations (external audit by Bombay Natural History Society in 2019), the company said.
Sustaining coffee plantations
In Araku, the plantations have helped sustain coffee plantations which have yielded high returns to the tribal population in the valley. Apart from the Araku valley, plantations undertaken by communities across the country have focused on planting fruit bearing trees since the economic value of such plants is high, communities are eager to adopt these projects. Awareness related to benefits of trees in arresting soil erosion and climate change too has increased in the recent past as a result community are more receptive to the project.
Agroforestry Livelihood Generation Programme
The company entered into a ‘Agroforestry Livelihood Generation Programme’ at Valley in FY 2018-19. The Agroforestry project is regenerating the lost green cover through plantation of indigenous species and at the same time generating livelihood opportunities by planting fruit bearing trees for the tribal population staying in the valley to earn income from.
Agri Entrepreneurship Programme
M&M Ltd. partnered with Naandi Foundation to implement the ‘Agri Entrepreneurship Programme’ that imparts high quality agriculture training to 6,000 young individuals across Wardha Maharashtra), Araku (Andhra Pradesh), Delhi, Hyderabad, and Bengaluru, equipping them with a range of skills that would enable them to start earning a livelihood from agricultural activities (as Agri skilled farmers or agri-entrepreneurs). The company has invested Rs. 3.25 crores in the programme.
Tree Plantation in the Araku Valley
| Year | No. of Trees Planted | Location |
| 2020-21 | 90,000 | Araku Valley |
| 2019-20 | 95,000 | Araku Valley |
| 2018-19 | 83,000 | Araku Valley |
With the aim of adding 1 million trees to India’s green cover every year, Mahindra Hariyali was launched in 2007.
The practice of protecting and preserving the wealth and variety of species, habitats, ecosystems and genetic diversity on the planet, is important for our health, wealth, food, fuel and ecosystem services. We understand the importance of biodiversity and are committed to maintaining it, the company said.
The company has adopted a biodiversity policy. It has collaborated with IUCN (International Union for Conservation of Nature) and IBBI (The India Business and Biodiversity Initiative), and undertakes biodiversity assessments.
“Mahindra Hariyali is a key initiative to increase the green cover in our ecosystem. It is a part of the Group’s efforts to create a sustainable future and to enrich the lives of the communities in which it serves.”, the company’s annual report said.
According to the company, the tree plantation project has become a movement among our employees, customers, vendors and dealers, as they undertake tree plantation drives across the country.
Building green cover and protecting the rich biodiversity of the country is the fundamental responsibility of the business towards environment sustainability strategy.
The Araku valley
Blessed with enchanting streams, lush green forests, beautiful waterfalls, sprawling coffee plantations, rich landscape and wonderful weather, Araku valley is a famous tourist destination attracting nature lovers and adventure enthusiasts from all over the country.
Located at an altitude of 911 m above sea level, Araku valley is mainly inhabited by tribals. It houses tribal handicrafts and several artifacts depicting the lifestyle of tribal people.
Araku is also known for its coffee plantations and boasts of manufacturing India’s first tribal growers’ organic coffee brand.
Araku is also blessed with beautiful waterfalls like Sangda waterfalls and Dumbriguda waterfalls.
Araku is located at a distance of 120 km from Vizag in northeastern Andra Pradesh.
Anand Mahindra Love for Araku Coffee
On November 28, 2020 Anand Mahindra, Chairman, Mahindra Group twitted, “ARAKU is one of the most aspirational & highest quality coffees in the world.”
Araku Coffee has become a brand for premium coffee. Mahindra along with his wife launched Araku Coffee in Paris in Feb, 2017.
Pics from the Araku Coffee launch in Paris.My wife & I with Manoj,the unstoppable CEO;With the Mayor of Paris’ 3rd arrondissement (district).
On December 26, 2019, Mahindra twitted, “This is the perfect example of a ‘circular’ economy Could we try to experiment with this concept in the ARAKU ecosystem?”
“We are focused on making Araku a globally recognized luxury coffee brand, while helping improve the lives of people in the Araku valley”, says Anand Mahindra in ArakuCoffee.in, a official e-commerce website of Araku Coffee Brand, own by Araku Originals Private Limited.
(CopyRight@IndiaCSR)
India CSR offers strategic corporate outreach opportunities to amplify your brand’s CSR, Sustainability, and ESG success stories.
📩 Contact us at: biz@indiacsr.in
Let’s collaborate to amplify your brand’s impact in the CSR and ESG ecosystem.
