Known for being a socially responsible jewellery house, Aisshpra Gems & Jewels launches Swacch Bharat, Swacch Imaan, Yeh Hai Meri Pehchan, a No-Plastic Campaign. Under this initiative, the brand has launched recyclable, reusable bags that will curb the usage of plastic bags that are harming the environment and causing plastic pollution.

According to statistical surveys, only 12 million tonnes of solid plastic waste are treated out of 63 million tonnes of plastic waste generated annually in India. Untreated solid waste is slated to reach about 436 million tonnes by 2050 in the country. To counter this impending menace, the brand has pledged to do its bit for the environment by encouraging their staff and customers to use reusable bags that are available for free at the store. These bags repel water and are recyclable. They also don’t cause any harm to the environment and are designed to be used for various purposes of shopping conveniently. Aisshpra has distributed the bags to their employees and will encourage its customers to use these bags and contribute in the united resolve to fight plastic pollution.

“Plastic is an integral part of our daily lives but unfortunately it is polluting the environment. As a company, Aisshpra has always been proactive in activities related to social causes and this time, we are going all-out to promote use of eco-friendly bags that cause absolutely no harm to the environment. We urge our customers to kindly make it a habit to use our recyclable carry bags daily and help rebuild a plastic-free environment,” said Vaibhav Saraf, Director, Aisshpra Gems & Jewels.