Hyderabad is one of the 16 most polluted cities of India and the State Pollution Control Board says that the situation is getting from bad to worse.

About 10 lakh new vehicles burden the city every year and not even half many trees are planted. To tackle the ever-growing air pollution of Hyderabad, some concerted efforts are needed and that’s where Pals come in. Soon to be launched in Hyderabad, Pals or Pure Air Lovers Society is a group of individuals who believe in working towards keeping the air clean and are committed to bring about a clean air revolution in India. The organisation plants one tree for every registration and that translates to the absorption of 2,17,75,840 kg of carbon dioxide per tree. Pals also educate people on how to live a more environmentally responsible life. For example the Gaadi Bandh Pledge teaches us simple ways to make a difference like switching off our engines when stuck at a traffic signal.

Dharini Mishra, global head of Suzlon Group and Pals, says, “More than 70 per cent of air pollution in India comes from vehicles. Idling a vehicle for more than 30 seconds uses more fuel than that required for restarting the engine. It was also found that air pollution around schools is much higher due to vehicles idling outside.”

Pals’ registration count has crossed 4 lakh in less than two months. With its innovative advertisements, interactive website and fresh on-ground activations, Pals has succeeded in striking a chord with people across India. It has recently been voted the 6th best green brand in India by Green Brands 2011. “Within a short span of time we will be in Hyderabad. We have already made our plans for launching in the city, we are just waiting for the right time,” adds Dharini Mishra. The work of every pal does not conclude with online registration.

The members have been involved not only in contributing ideas, but have also requested for more platforms to spread the message.