Jeep India Launches ‘Mission One Earth’ Initiative To Promote Responsible Adventuring

In a bid to encourage a ‘greener’ way for its customers and community to enjoy off-roading and adventuring, Jeep India has launched the ‘Mission One Earth’ CSR initiative. And what better way to kick things off than integrating it with the annual ‘Legendary Jeep Trails’ customer drive?

In their first project, Jeep customers travelling in 20 Jeep SUVs and over 300 members of the local Ladakhi community collaborated to collect up to 1500kg of plastic waste in the Himalayan union territory. The plastic reduction drive covered over 2000km from Shimla to Srinagar via Leh.

All the waste collected will be recycled into Jeep merchandise, thanks to the reverse vending machines in high-footfall tourist locations along high altitude passes in the Himalayas. Tourists will feed plastic litter and scraps into the machine and get a coupon, which can be redeemed for Jeep merchandise made of plastic waste. These machines will remain at the tourist locations and be maintained by Jeep India for a year.  

In related news, the carmaker has charted out a detailed roadmap for India for 2022, including a 7-seater SUV (likely to be called the Meridian) followed by the Grand Cherokee, which will be brought as a Completely Knocked Down (CKD) unit.