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    Arun Sadasivan, Scara, emerging sports formats, pickleball, tape ball cricket, celebrity-led leagues, Sporting Nation 2025, WPP Media, Indian sports economy, community-driven sports

    The New Playbook Of Sports: Why Emerging Formats Are Winning India’s Attention

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    The Creator Economy Is Reaching A Critical Turning Point

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    Can Legacy Remain A Differentiator In Modern Marketing?

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DS Group Unveils Outdoor Liquid Tree To Combat Climate Change & Air Pollution

MM Desk by MM Desk
November 27, 2024
in Marketing
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DS Group Unveils Outdoor Liquid Tree To Combat Climate Change & Air Pollution

In an effort to advance urban sustainability, the Dharampal Satyapal Group (DS Group), an FMCG conglomerate, has partnered with Liquid Trees, a climate tech startup, and has unveiled an outdoor Liquid Tree. This installation at the DS Headquarters, Noida, aims to mark a notable stride in the fight against climate change and urban air pollution.

The cubical structure contains 1600 L of a Microalgae Solution which captures the same amount of CO2 as six mature trees. This structure not only represents a fusion of nature, technology, and art but it also showcases the potential of microalgae in creating a sustainable environment.

The Liquid Tree, an urban photo-bioreactor, is referred to as a tree in a liquid form due to the presence of microalgae. Microalgae are photosynthetic microorganisms which grow rapidly and offer numerous benefits such as particulate matter removal, carbon dioxide sequestration, and oxygen production.

Additionally, the harvested microalgae support a circular economy, serving as nutrient-rich feed for local flora. While a traditional tree may take years to mature, Microalgae can be deployed in a matter of weeks therefore making them a viable option for cities where pollution is an issue.

Beyond its practical benefits, the Liquid Tree also acts as a visual reminder for environmental action, encouraging communities to engage with and implement green solutions in the neighbourhood.

Announcing the same, Rajiv Kumar, Vice Chairman, DS Group, said, “The installation of the Liquid Tree represents a commitment towards environmental sustainability. We face the dual challenges of climate change and Air Quality. It becomes increasingly urgent for us as a society to embrace innovative solutions that harness nature’s capabilities to tackle our most pressing challenges. The Liquid Tree not only serves as a functional element in our fight against pollution but also as a powerful symbol of our potential to adapt and innovate in the face of climate change. At the DS Group, we are dedicated to supporting initiatives that contribute to a healthier Bharat for current and future generations.”

Abhinav Palaparthy, spokesperson and head of Liquid Trees India, said, “Trees are incredible, and we aim to educate the world about the very first ‘trees’ that is- microalgae, the original lifeforms that pioneered oxygen production on Earth. The installation at the DS HQ is the first in India and reaffirms its position as a global leader in green and sustainable building practices. We are excited to partner with DS Group, a company that shares our commitment to sustainable practices and a greener future.”

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