Sterling’s Save the Sparrow initiative is a part of the company’s ongoing effort to be eco-friendly.

Other initiatives include encouraging Sterling’s guests and members to help in water conservation and in maintaining a clean environment. Sterling is also actively taking part in the nationwide Swachh Bharat Abhiyan campaign through monthly cleanliness drives in the vicinity of all its resorts and offices.

Speaking on the Save the Sparrow initiative, Ramesh Ramanathan, Managing Director of Sterling Holiday Resorts said, “Our Save the Sparrow initiative is aimed at raising environmental consciousness amongst children and their families. We focused on the sparrow as its population is depleting at an alarming rate. The initiative is run as an edutainment program at our resorts conducted through a workshop which includes a Do-It-Yourself (DIY) kit. The kit comprises of a drawstring backpack, a bird house, a bird bath and an instruction guide. By doing so Sterling hopes to help impact the sparrow population positively.”

He added, “Feedback has been encouraging. Allow me to quote one of our young guests who participated in a Save the Sparrow workshop at our Kodai - By The Lake resort – This was a vacation with a difference. We had seen a few sparrows now and then but never realised that their existence was so critical. Now we know that we can make a difference and help save the sparrow from extinction.”