India has a population of over 1.2 billion people, making it the second most populated country in the world. While efforts to reduce poverty continue to grow and have improved the lives of many, the adverse environmental impact of combining such a large population with rapid economic and social development are inevitably felt across the nation. But Indians are not prepared to let their own development be at the expense of the planet, and efforts to improve their nation’s environmental impact are noticeably present. These efforts are not just at the policy level, but also involve corporations and people who give their time, knowledge and money to improve environmental conditions. A hugely successful example of this is the “My Earth My Duty” initiative, spearheaded by India’s 24 hour news and current affairs broadcaster, Zee News.