Page 20 - 6th NamamiGange NewsLetter

Ganga Rejuvenation–

20 Partnering with Corporate Sector

National Mission for Clean Ganga is making all out efforts to Broad Activities under CSR Mandate (For river Ganga CSR Activities
convert the clean Ganga mission into a peoples' rejuvenation).
movement by reaching out to and involving the masses, Corporate Social Responsibility Clean Ganga Fund: Donate to Clean Ganga Fund
the stakeholders and various entities both resident and non-  Ghat cleaning initiatives at important Ghats in major
resident in this campaign of cleaning river Ganga. A special push is towns.
being given to engage the corporate sector – both public and private
for enlisting their support for taking up various projects,  Ghat development / Ghat adoption.
interventions and activities in connection with cleaning, protection  Crematoria development at major religious locations.
and management of river Ganga basin.  Tree plantation.
 River surface cleaning using trash skimmers.
The beginning of this engagement with the general public  IEC activities for promoting Clean Ganga mission.
started in 2014 with the setting up of a Clean Ganga Fund on  Rural sanitation and Ganga Gram adoption.
24.09.2014 as a Trust to harness the enthusiasm and  In-situ bioremediation for Drains.
willingness of Indians living in the country and abroad for  Green composting at important / religious Ghats.
ensuring clean and healthy waters of the much revered river  Solid waste management around Ghats.
Ganga. Since then, the public and private corporate sector,
Indians living in any part of the world have made significant  A unique online donation gateway for contributing
contributions to Clean Ganga Fund. NMCG is making further towards river Ganga cleaning and rejuvenation
efforts to reach out to maximum number of people and programmes.
entities for seeking donations in to the Fund.
 Established as a Trust on 24th September 2014 as
The public and private sector Corporate world has an approved by the Government of India.
important role to play specially when it comes to taking up
activities of social, environmental and ecological impact.  Contributions to this fund by domestic donors are 100%
There have been a number of examples where the corporate Income-Tax exempt under Section 80 G (1) (I) of Income-
sector has come forward to take up various socially relevant Tax Act 1961.
projects under the Corporate Social Responsibility mandate
either on 'swachhta', educational front and also for ensuring  To act as catalytic in nature for funding specific projects
environmental sustainability. Projects for rejuvenation and including R&D projects for river Ganga cleaning.
cleaning of river Ganga have also been defined as an activity
under Corporate Social Responsibility Policy as detailed in  The fund is administered by CEO and DG NMCG under the
Schedule VII of the Companies Act 2013 which otherwise overall supervision of Board of Trustees headed by Union
includes activities relating to environmental sustainability, Finance Minister.
ecological balance, protection of flora and fauna, animal
welfare, agro forestry, conservation of natural resources and  Contributions to Clean Ganga Fund can be made
maintaining quality of soil, air and water. through:-

 Cheque / DD drawn in favor of “Clean Ganga Fund”
 Donations can also be made directly through electronic

mode to account no. 34213740838 with the New Delhi
Main Branch of State Bank of India. (SWIFT Code:
SBININBB104),
 A payment gateway at the url: www.cleangangafund.com.
 Through BHIM/UPI Mobile application. (QR code
available at www.nmcg.nic.in/donation_form.aspx)

The Clean Ganga mission offers a unique opportunity for NMCG requests all corporate entities to join hands in this Enquiries
corporate sector to participate in the nation's largest comprehensive river Ganga rejuvenation mission.
Corporate Engagement environmental effort – rejuvenation of river Ganga. Enquiries and further information can be sought at
Corporates can either make monetary contributions to Clean www.nmcg.nic.in /csr/csrindex.aspx or at the following
Ganga Fund or can undertake certain activities like adopting mail addresses:-admn.nmcg@nic.in, rozy.agarwal@nic.in,
ghats, piloting new technologies, collecting & disposing csractivity @nmcg.nic.in
floating debris/solid waste etc., (For details see box). In this
effort, NMCG plays the role of facilitator for providing 'Even while living away from home Come join this
necessary support and coordination required for execution of people's movement'.
these projects and activities through the local urban bodies
and State Government machinery.

The engagement with the Corporate sector has yielded very
positive results as not only note worthy amounts have been
donated by both public and private sector to the Clean Ganga
Fund but also a number of corporates specially private sector
have come forward and shown their intent for taking up
various river Ganga cleaning and rejuvenation projects along
the banks of Ganga in various parts of the country. NMCG is
currently engaged with a number of private sector corporate
entities – special mention in this regard is made of entities like
Yes Bank, Indo-Rama Group, IndusInd Bank, Bajaj Electricals,
Tata Sons and others. These projects are likely to roll out in the
coming months and will be a shining example of Public Private
Partnership in this unique effort.