Signature Packaged Drinking Water has completed three years of its mangrove restoration initiative in Odisha, regenerating over 62 acres of degraded coastal land and planting more than 30,000 mangrove saplings across five coastal villages in Astaranga.The community-led project, announced on the occasion of World Mangrove Day, has focused on restoring coastal ecosystems while creating livelihood opportunities for local communities. Building on the progress achieved in Odisha, the brand said it is now preparing to expand the initiative to Goa.
Speaking on the milestone, AananditaDatta, Vice President & Portfolio Head – Marketing, Diageo India, said the brand has remained committed to restoring mangrove ecosystems while creating greater public awareness through fashion, music, immersive experiences and digital gaming. She said the aim has been to make the often unseen ecosystem more visible, relatable and relevant, particularly for younger audiences.As part of its awareness campaigns, the brand collaborated with sustainable lifestyle label Thaely to launch a limited-edition collection featuring artwork inspired by Odisha’s mangroves, with a portion of proceeds supporting the restoration project. It also launched the “Root for Mangroves” concert series, where ₹50 from every ticket sold was directed towards restoration work.
The company has also organised guided visits to the restoration site in Astaranga, allowing visitors to interact with local communities and witness mangrove regeneration efforts firsthand. To mark this year’s World Mangrove Day, it has introduced an interactive digital game aimed at educating young people about the role of mangroves in protecting coastlines from tidal and coastal threats.The company said the planned expansion to Goa reflects its continued commitment to restoring mangrove ecosystems and supporting the communities that help conserve them.