The endangered Olive Ridley turtles have found a caring friend in their namesake Turtle Ltd, a leading menswear brand in India. As part of its ‘Save the turtle' campaign, the company requests customers across its stores to sign on a ‘I saved a turtle today' poster each time they buy its products. A part of the sale amount is donated towards conservation efforts for the Oliver Ridley turtles along the Orissa coast at the Rishikulya, Garihmata and Devi river mouths, as well as freshwater turtles in downstream Mahanadi.

The Orissa coast is one of the few places in the world where the Olive Ridley turtles arrive for mass nesting. Unfortunately, however, thousands of turtles are killed each year due to illegal fishing practices, as also lack of awareness among the people.

It is believed that only one out of every 1,000 eggs survives to grow into an adult turtle.

Each hatchling that ventures into the sea will return as an adult to breed on the Orissa coast after a gap of 15 years. Unless there is concerted action to safeguard these turtles from harm, the species is in danger of becoming extinct.

Says Amit Ladsaria, Director, Turtle Ltd, “Our CSR (corporate social responsibility) activity is in alignment with our brand. We have been associated with the Wildlife Society of Orissa (WSO) for the last four years. We have already made progress in bringing back the turtles to their favourite nesting grounds, and hope to see an increase in their numbers.”

The company has initiated several activities to spread the message of conservation among the people living close to the nesting region.

These include educating the locals on ethical fishing practices, awareness programmes for schoolchildren and conducting a dead turtle count on the coastline.

“We also have to create responsible groups that will monitor the entire coastline from Paradip to Rushikulya river mouth. We need at least five more monitoring stations at important turtle sporadic nesting areas to watch out for illegal fishing and alert the authorities," says Ladsaria.

He wants the Government to ensure there is day-and-night patrolling on the coastline, as also enforce fisheries laws, including the use of TEDs (turtle excluder device) in fishing trawlers to minimise turtle casualties.

“While the forest department/Coast Guard usually responds to our requests for action, the fisheries department views turtles as enemies and hence is reluctant to enforce the fisheries laws,” he laments.

He describes the company's association with the conservation effort as a great and ongoing learning experience. “First, you have to be patient to get results. Here the results start showing after constant endeavours. Second, you have to be sure of your facts, which is possible only if you undertake regular field visits. Third, you have to coordinate with various agencies to achieve your goal. Be there and have a hands-on approach.”

Key achievements

Increasing turtle conservation awareness among schoolchildren in the seaside villages through quiz programmes and regular meetings.

Motivating the fishing community to demand a ban on trawling in protected areas.

Monitoring illegal fishing and informing the enforcement authorities, leading to increased patrolling.

Ensuring long-term security for nesting beaches.

Decrease in turtle mortality from 15,000-odd a few years ago to around 10,000 a year now.

Protection of nests and turtle hatchlings from dogs, jackals, crows at the mass nesting site of Rushikulya.

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