Enabling Mangrove Conservation Through Mobile App

Godrej & Boyce Mfg Co Ltd
Published: 12 October 2021
Last edited: 12 October 2021
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Summary

Godrej has conserved 12 sq km mangroves as values,ISO certification with Research Conservation Awareness. Challenge in conservation-inadequate knowledge for inadequate books, resource persons, identification tools. To overcome, Godrej's Wetland Management Services (WMS) dept developed Mangroves mobile app with ecosystem, taxonomic info & images for species identification. The App covers 67 mangrove sps in English and 10 Indian languages. Users can identify species from leaf flower location common/scientific name. It received appreciation by students, teachers, researchers, Government agencies, NGOs. It is covered widely by Indian AV, print, social media.  It is downloaded in 107 countries with 4.8/5 rating. The App launched in 2017 with 24 sp in english was upgraded to 67 sp, 11 languages on users feedback. Godrej mangroves app is first app developed in Asia developed by a corporate. The app is available on Android iOS.

Classifications

Region
South Asia
Scale of implementation
Global
Ecosystem
Mangrove
Marine and coastal ecosystems
Theme
Genetic diversity
Indigenous people
Outreach & communications
Science and research
Species management
Challenges
Floods
Loss of Biodiversity
Sea level rise
Erosion
Invasive species
Pollution (incl. eutrophication and litter)
Lack of technical capacity
Lack of public and decision maker’s awareness
Sustainable development goals
SDG 4 – Quality education
SDG 9 – Industry, innovation and infrastructure
SDG 11 – Sustainable cities and communities
SDG 14 – Life below water
SDG 15 – Life on land
Aichi targets
Target 1: Awareness of biodiversity increased
Target 12: Reducing risk of extinction
Target 13: Safeguarding genetic diversity
Target 14: Ecosystem services
Target 19: Sharing information and knowledge
Business engagement approach
Direct engagement with a company

Location

Godrej & Boyce Complex, Mumbai, Maharashtra, India

Challenges

Challenges: Validation of information & images, Translation to 10 languages, Validation of translation, Making user-friendly design, language, size of app

 

Beneficiaries

Forest Dept teachers students NGOs, fisherfolk Wildlife photographers Nature enthusiasts of 107 countries for mangrove research, conservation, awareness. Ph D students ecotourism guides use app for reference. 

How do the building blocks interact?

The Mangrove mobile app was conceptualised by WMS Dept. WMS Dept compiled information and images. It translated English version to 10 Indian languages. It developed framework of mobile app. It invited GITL to develop the app. GITL designed and developed the app. It pilot tested the app with select users and incorporated their feedback for app enhancement. WMS Department is owner of the app. It disseminates the app through nature trails, webinars, conferences, newspaper & magazine articles, research papers, social media and other communication channels. It receives users feedback and incorporates select feedback for app enhancement. 

Impacts

The App visually & textually describes 67 mangrove & associate species in 11 languages and can be downloaded at no cost. It has helped forest guards and fisherfolk to identify local mangrove species in their local language. The App is used by graduate, post-graduate and doctoral students for taxonomic study. Godrej has published 3 scientific papers and made presentations in many conferences on the app. It has received feedback from UNDP, UNISCO, IUCN Mangrove Specialist Group, Global Mangrove Alliance, Mangrove Alliance Project, African Network of Young Leaders etc. It received feedback from teachers, researchers, NGOs of Iraq, Oman, Saudi Arabia, Kuwait, Netherlands, Haiti, Gambia, Papua New Guinea, Canada, Antigua & Barbuda etc. 

Story

Godrej, India's one of the oldest business group found in 1897, has been conserving mangroves for 70+ years as organizational value, env policy and CSR. It wanted to engage society in mangrove conservation and initiated mangrove awareness programs for schools, colleges, corporates, NGOs etc. To overcome limitiation in outreach, Godrej's Wetland Management Services Dept (WMSD) designed Mangroves mobile app on its own in collaboration with subject experts to cover Indian species in 11 Indian languages. The app was covered widely by print, AV, social media. It is downloaded in 107 countries of total 130 countries where mangroves exist. This App is most widely used app in the world and only app developed by a corporate. It received appreciation and feedback from international NGOs, researchers etc. It has enabled mangrove conservation by enabling correct species identification and providing ecosystem information to users. The App helped Godrej win two national awards. 

Contributed by

Laxmikant Deshpande Godrej & Boyce Mfg Co Ltd