Volvo Car India Launches The Reverse Project: A Mission To Convert Kilometres Into Trees

Swedish luxury car company, Volvo Car has launched its ambitious Reverse Project that aims at reversing the environmental damage through planting trees commensurate to the mileage done on EV cars of any brand. As an initial initiative, the company has joined forces with ASSOCHAM in planting 10,000 trees thereby converting an urban dump yard in Ghaziabad, Uttar Pradesh into a lush urban forest.

Volvo has planted 5 trees for each of its Electric Vehicle (EV) sold to date as well as 4 trees for other EV owners who wish to be associated with the Reverse Project. Once associated with the project, EV owners of other brands can have trees named after them, commensurate to the mileage they have done on their EVs. Additionally, non-EV owners can also pledge and join this initiative. This innovative approach not only underscores Volvo's dedication to sustainability but also signifies a meaningful step towards a greener and healthier future.

Commenting on the initiative, Jyoti Malhotra, Managing Director of Volvo Car India, said “The Reverse Project gives car owners all over India an opportunity to contribute towards reversing the environmental damage. Not only will Volvo Car dedicate 5 trees for every Volvo EV bought but will also extend a similar opportunity to other EV owners. Irrespective of where you are in India and what EV you drive, once you register on the Reverse Project site 4 trees at the Urban Forest will be named after you for every 5000 kilometres that you drive. What better way to turn kilometres into trees. For non-EV users once they take a pledge, 3 trees will be named on their behalf”

Volvo Car India is committed towards the tree plantation and taking care of the urban forest for next 4 years. This initiative has seen results with the landfill that once posed a major environmental threat due to garbage and construction waste dumping has now been transformed into a lush green-lung that the city truly needs.

“At Volvo Car India, our mission is to deliver unparalleled safety and sustainability. This commitment drives our Reverse Project efforts, emphasizing that environmental protection is a collective responsibility. We commit ourselves to caring for this urban forest for four years, we even invite others to also participate and get recognition by getting a tree named after themselves.” said Jyotsana Singh Kaushik, Director of Marketing and PR at Volvo Car India.

The Reverse Project initiative aligns with Volvo Car India's broader goal of promoting a sustainable planet and achieving net carbon neutrality by 2040. This commitment extends beyond their cars by transforming Urban Dump yard area into Urban Forest. Everyone who joins Volvo Car India in their drive to reverse the planet will receive a certificate, recognising their contribution to this vital environmental effort.

Deepak Sood Secretary General, ASSOCHAM & Trustee from ASSOCHAM Foundation for CSR (AFCSR) said “Environmental protection and conservation are not just ecological imperatives but also powerful economic strategies. Investing in sustainable practices and preserving natural resources fosters long-term economic growth, creates green jobs, and ensures resilient communities. A commitment to conservation today paves the way for a thriving economy and a healthier planet tomorrow."