In a significant step towards promoting environmental sustainability, Zindigi powered by JS Bank, in collaboration with the Lahore Development Authority (LDA), has launched a large-scale plantation drive at LDA Avenue 1 in Lahore. This initiative, marking World Environment Day, is part of Zindigi’s ongoing Corporate Social Responsibility (CSR) efforts, aiming to build a greener and more resilient Pakistan.
The plantation drive was officially inaugurated by Atif Ishaque, Chief Business Officer of Zindigi, alongside Vice Chairman LDA Mian Marghoob Ahmed and Director General LDA Tahir Farooq. The leaders jointly planted the first saplings, symbolizing the start of a collaborative movement geared toward environmental responsibility and climate action.
As Pakistan continues to face the devastating consequences of climate change—including rising temperatures, frequent floods, and deteriorating air quality—initiatives such as this are becoming increasingly urgent. The country is currently ranked among the top ten most vulnerable nations to climate change. In this context, tree plantation is one of the most cost-effective, scalable, and impactful nature-based solutions to combat environmental degradation. Trees not only absorb carbon dioxide, but they also reduce urban heat islands, improve air quality, and contribute to biodiversity conservation.
Speaking at the event, DG LDA Tahir Farooq shared that the authority has revised its construction regulations to make grey water treatment systems mandatory for one-kanal homes. He emphasized the importance of adopting global best practices and environmentally conscious construction methods. Farooq highlighted that LDA, with the support of private sector partners, has already planted over 300,000 trees across various schemes. He commended Zindigi by JS Bank for stepping up to support this important cause.
Atif Ishaque, Chief Business Officer at Zindigi, underscored the company’s commitment to purposeful innovation and sustainability. “At Zindigi, we believe that true business strength lies not just in growth, but in purpose. As we mark World Environment Day, we’re not just planting trees, we’re planting hope, resilience, and responsibility for future generations,” he remarked.
Vice Chairman LDA Mian Marghoob Ahmed also spoke about the authority’s renewed focus on environmental protection, inspired by the directives of Chief Minister Punjab Maryam Nawaz. He noted that the LDA is working with private sector stakeholders to encourage sustainable development, solarization, planned urbanization, and eco-friendly construction to combat the rising issue of smog in the region.
This plantation initiative aligns with the United Nations Sustainable Development Goals, specifically SDG 13 (Climate Action) and SDG 15 (Life on Land). It also highlights the vital role of public-private partnerships in confronting Pakistan’s escalating environmental challenges.
With this initiative, Zindigi reaffirms its dedication not only to digital financial innovation but also to playing an active role in the broader mission of environmental stewardship. Through strategic collaborations and impactful CSR efforts, the organization is helping shape a cleaner, greener future for the communities it serves.