Kolkata: To save the endangered one-horned rhinoceros in Assam from extinction, WWF-India has tied up with a bookstore for raising funds and increasing public consciousness on the issue.
"The partnership will support our rhino conservation programme and the wild wisdom quiz. Further, we will together reach out to many individuals of the younger generation through the medium of books and small programmes to make for a better natural environment," Ravi Singh, CEO of WWF-India, said.
Among the worlds` most endangered species, rhinos have been poached for their horn, a prized ingredient in traditional Asian medicines. Destruction of their habitat over the years, has brought the rhinos to the brink of extinction with only about 2,700 of them remaining in the wild.
Through a series of joint events, campaigns and workshops, the Oxford bookstore will become a hub of learning for young minds interested in ecology.
Every transaction at the bookstore will contribute towards supporting WWF-India`s `Wild Wisdom quiz`, an environment education programme to inspire the young generation about the values of conservation and enlighten them about concerns of the natural environment.
"We firmly believe in putting our energies into giving back to nature and this was a great opportunity to do so. We look forward to raising awareness and funds towards WWF-India`s conservation programmes," said Priti Paul, Director of Apeejay Surrendra Group which runs the national chain of bookstores.