Jacqueline Fernandez announces The Body Shop's Bio-Bridge project in India

New Delhi [India], September 17 (ANI): A British cosmetics and skin care company, along with its brand ambassador Jacqueline Fernandez, has announced its bio-bridge project in India.

The British company, The Body Shop, today announced its latest CSR initiative for the Indian market, of commencing its Bio-Bridge project in Garo Hills, Meghalaya, India.

It has pledged to help protect endangered Indian elephants and Western Hoolock Gibbon by constructing the Bio-Bridge with every transaction during a three months long campaign commencing September 2017.

This Bio-Bridge will protect the habitat for some of the world's most threatened species by planting one square metre of habitat against every transaction at the brand in India.

Fernandez said, "The Bio-bridge perfectly demonstrates how The Body Shop is committed to making a positive long-term impact in the community where it operates. It's very encouraging to see a beauty brand taking a lead in wildlife conservation and community development."

"I extend my full support towards the Bio Bridges Project and am delighted to be associated with such a socially responsible brand. I request you all to join hands with The Body Shop and help protect these endangered species," she added.

The India Bio-Bridge programme is a part of The Body Shop's existing commitment to protect and regenerate 75 million square metres of habitat as part of its Enrich Not Exploit™ Commitment, launched last year.

Shriti Malhotra, COO, The Body Shop India, said, "We carry forward our founder Anita Roddick's legacy of giving back to society especially to the local environment and communities. We are very happy that Garo Hills has been selected as one of the project locations for The Body Shop international Bio-Bridge programme."

The new Bio-Bridge project aims to protect two key endangered species:

Indian Elephant: The Indian Elephant is one of three subspecies of the Asian Elephant and native to mainland Asia.

In India, elephants are primarily threatened by the burgeoning human population and associated threats from habitat loss caused by urban development and unsustainable farming practices.

Western Hoolock Gibbon: The number of Western Hoolock Gibbons has halved over the last 40 years. Restricted to forested patches in several of India's north-eastern states, they are now thought to be as few as 2,600 surviving as a result of hunting and habitat loss. (ANI)