The Body Shop steps in to protect endangered species with Bio-Bridge project in India
The Body Shop, a British cosmetics company will launch a three month long campaign to raise funds which will go towards building a bio-bridge project in India to protect endangered species.
The company in a statement said that its Bio-Bridge project in Garo Hills, Meghalaya, India will help protect endangered Indian elephants and monkeys - specifically, the Western Hoolock Gibbon.
Body Shop’s India brand ambassador and Bollywood actress Jacqueline Fernandez launched the campaign. It aims to protect the habitat for some of the world's most threatened species by planting one square metre of habitat against every transaction at the brand in India.
Fernandez in a statement said, "The Bio-bridge perfectly demonstrates how The Body Shop is committed to making a positive long-term impact in the community where it operates. It's very encouraging to see a beauty brand taking a lead in wildlife conservation and community development."
"I extend my full support towards the Bio Bridges Project and am delighted to be associated with such a socially responsible brand. I request you all to join hands with The Body Shop and help protect these endangered species," she added.
Shriti Malhotra, COO, The Body Shop India, said, "We carry forward our founder Anita Roddick's legacy of giving back to society especially to the local environment and communities. We are very happy that Garo Hills has been selected as one of the project locations for The Body Shop international Bio-Bridge programme."
The India Bio-Bridge programme is a part of The Body Shop's existing commitment to protect and regenerate 75 million square metres of habitat as part of its Enrich Not Exploit Commitment, launched last year.
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