SIGNATURE CAMPAIGN ON RESPONSIBLE CONSUMPTION | FEBRUARY - MARCH 2025

"We do not inherit the Earth from our ancestors; we borrow it from our children.”

From February to March 2025, Social Responsibility Committee at Jaipuria Institute of Management, Lucknow, successfully organized a Signature Campaign on Responsible Consumption. This impactful initiative was conducted in collaboration with RAMA Degree College, Lucknow, and IILM, Lucknow (Gomti Nagar), and reached three cities: Lucknow, Varanasi, and Gorakhpur. The initiative was well conducted under the guidance of Dr. Reena Agrawal (Chairperson, Social Responsibility Committee) and was well coordinated by Mr. Saurabh Singh (Student Coordinator, Social Responsibility Committee).

The campaign was designed to promote sustainable lifestyle practices among households and small businesses, aligning with the objectives of Sustainable Development Goal 12. The campaign focused on raising awareness about responsible consumption and production by encouraging simple yet impactful actions such as waste segregation, composting, growing medicinal plants, using reusable materials, and minimizing single-use plastic. Volunteers engaged directly with citizens, spreading the message of sustainability and inspiring community-led efforts for environmental conservation.

A total of 33 student volunteers from Jaipuria Institute of Management, Lucknow, participated in the campaign, engaging with households and businesses in Lucknow, Varanasi, and Gorakhpur. Each interaction led to a signed pledge, symbolizing the community's commitment to adopting more sustainable consumption practices. In Lucknow, 690 households and businesses pledged to adopt more responsible consumption habits, such as minimizing waste, reusing products, and making eco-conscious daily choices. Further, in Varanasi, 150 households and small businesses embraced the importance of waste segregation and adopted eco-friendly alternatives in their routines. The active participation of the community highlighted their willingness to shift toward greener practices. In Gorakhpur, 167 households and businesses enthusiastically engaged in the awareness drive. Several participants took initiative by reducing single-use plastics and implementing sustainable practices in their homes and workplaces.

The collective effort of this campaign laid the groundwork for a broader community movement. It inspired individuals to take ownership of their consumption patterns, driving a ripple effect of positive change. The campaign successfully delivered the message of sustainability, which was not only understood but also implemented, aligning with the long-term vision of responsible consumption and production under SDG 12. It further served as a reminder that small actions, when taken collectively, can lead to a more sustainable future for all.

This initiative reflects Jaipuria Institute of Management, Lucknow’s unwavering commitment to creating socially conscious leaders who drive sustainable change. By combining academic learning with real-world impact, the institute continues to nurture responsible citizens dedicated to building a better and greener future.