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Volvo Car India Initiates Reverse Project To Convert Kilometres Into Trees
Volvo Car India has launched the Reverse Project, an initiative aimed at counter environmental damage by planting trees in proportion to the mileage driven by electric vehicles (EVs) of any brand. In partnership with ASSOCHAM, Volvo has started the project by planting 10,000 trees and transforming an urban dump yard in Ghaziabad, Uttar Pradesh into an urban forest.
Volvo plants five trees for each of its EVs sold and four trees for other EV owners who join the project. Non-EV owners can also participate in the initiative by pledging their support.
Turning kilometres into trees
According to Jyoti Malhotra, Managing Director of Volvo Car India, the Reverse Project offers car owners across India a chance to contribute to reversing environmental damage. For every 5,000 kilometres driven by registered EV owners, four trees will be named after them at the Urban Forest. Non-EV users who pledge their support will have three trees named on their behalf.
Volvo Car India is dedicated to planting and maintaining the urban forest for the next four years. The once environmentally hazardous landfill site has now been transformed into a much-needed green space for the city.
A collective responsibility
Jyotsana Singh Kaushik, Director - Marketing and PR at Volvo Car India, emphasised that environmental protection is a shared responsibility. The company's commitment to sustainability extends beyond its vehicles and includes transforming urban dump yards into urban forests. Participants in the Reverse Project will receive a certificate acknowledging their contribution to this crucial environmental effort.
The initiative aligns with Volvo Car India's broader goal of achieving net carbon neutrality by 2040 and promoting a sustainable planet. Deepak Sood, Secretary General of ASSOCHAM & Trustee from ASSOCHAM Foundation for CSR (AFCSR), praised the collaboration between Volvo and AFCSR as an exemplary demonstration of collective environmental responsibility.
Sood also highlighted that investing in sustainable practices and preserving natural resources contributes to long-term economic growth, green job creation, and resilient communities. This commitment aligns with Volvo's global "For Life Fund" project, which aims to have a measurable impact on biodiversity and ocean health while supporting nature and improving people's lives indirectly.
Since establishing its presence in India in 2007, Swedish luxury car company Volvo has worked intensively to market its brand in the country through 25 dealerships across various cities.
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