Meet the entrepreneur behind NELDA’s mission to reforest Pune’s deccan plateau

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From Dhule to Pune

In 2016, Vedarth Deshpande, a digital marketer from Dhule, Maharashtra, made a life-changing decision. While his initial move to Pune was driven by the desire to expand his business, the city's environmental challenges captured his attention. This shift in focus led to the creation of Nelda Foundation, an initiative that has not only transformed a barren hill into an urban forest but also inspired thousands of people to actively engage in environmental conservation. Vedarth’s story is one of dedication, community, and a long-term vision for a greener future.

An Entrepreneur’s calling beyond Business
"Initially, my life was all about business," Vedarth shares with ImpactStories.in during our conversation in Pune. "I moved to Pune to grow my marketing company, but as I settled in, I felt an increasing urge to do something more meaningful. I grew up in a family where community service was a core value. My father always found ways to give back, and I wanted to do the same—but in a way that was personal and involved my own energy, not just financial contributions."

Vedarth’s entrepreneurial ventures, part of the Deshpee Group, include founding Socinova and Trigacy, which provide affordable marketing solutions to clients worldwide, as well as Floma, a platform simplifying interior design with technology, and a restaurant venture. His idea for Nelda wasn’t an overnight revelation but something that developed gradually. His approach to creating change was strategic, focusing on long-term sustainability rather than temporary solutions. "I didn’t want to just donate money to an NGO. I wanted to put my skills in organization and leadership to use, to create something that would last."

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The birth of Nelda Foundation

The pivotal moment came in 2016 when Vedarth, along with his team, decided to form Nelda Foundation and adopt Hanuman Tekdi, a hill in Pune. This hill, located near Symbiosis College, was barren, rocky, and largely neglected by the community. But where others saw a desolate piece of land, Vedarth saw potential.

"Our vision was to transform the hill into an urban forest," Vedarth explains. "We didn’t just want to plant trees—we wanted to create an ecosystem and involve the community in the process. Environmental conservation isn’t just about trees; it’s about changing mindsets."

What started as a small project quickly grew. Vedarth and his team worked tirelessly to create a plan that would not only allow for the planting of trees but also ensure their survival. They partnered with local nurseries to procure native saplings and designed a system for irrigation, using water tanks and pipelines to sustain the plants through the dry months.

"Initially, it was tough," Vedarth admits. "We didn’t have much funding, and the terrain was difficult to work on. But we were committed, and slowly, we started seeing results."

Building a movement, one sapling at a time

Over the years, Nelda Foundation’s efforts began to gain momentum. Vedarth and his team focused on raising awareness about the importance of environmental sustainability, not just through tree planting, but by engaging with the local community. One of the key aspects of Nelda’s success has been its ability to mobilize volunteers.

"People are eager to help once they understand the impact they can have," Vedarth tells ImpactStories.in. "We started organizing weekly events where people could come and plant trees with us. Every Sunday morning, volunteers from all walks of life—students, families, professionals—joined us on the hill."

The volunteer movement has grown exponentially since Nelda’s inception. Over the past eight years, more than 12,000 volunteers have participated in the initiative, helping to plant over 7,000 trees. The success of the project isn’t just measured by the number of trees planted, though. Nelda’s tree survival rate is an impressive 80%, thanks to the careful planning and ongoing maintenance efforts led by Vedarth and his team.

Challenges along the way

While Nelda Foundation’s accomplishments are commendable, the journey has not been without its challenges. One of the biggest obstacles Vedarth faced early on was the terrain itself. The hill they chose to reforest is rocky and steep, with no easy access for transporting saplings and materials.

"We had to carry everything ourselves," Vedarth recalls. "There were no proper roads leading up to the site, so we had to physically haul the saplings, which weigh around 20-25 kilograms, up the hill. It was exhausting work, especially in the beginning when we didn’t have many volunteers."

Another challenge was funding. Since Nelda Foundation relies on donations to purchase saplings and maintain the site, securing consistent financial support has been a struggle at times. "We didn’t have a lot of resources initially," Vedarth shares. "But we made do with what we had. Over time, as people saw the impact we were making, more donors and organizations came forward to help."

Despite these hurdles, Vedarth’s determination never wavered. "Every challenge we faced only reinforced my belief that this work was necessary. It’s not easy, but nothing worthwhile ever is."

The power of small steps

When asked what he hopes people take away from Nelda’s work, Vedarth shared a simple but profound message:

"People often think they should work with an NGO only if they can make a significant impact, but that’s not true. If you can’t plant 100 trees, just plant one. If planting isn’t possible, support someone who is planting. And if you can’t contribute directly, simply spread the message of environmental awareness. Every small effort counts, and even the smallest step can help create a greener world. You don’t need to contribute big to make an impact—just think green in whatever way you can."

For Vedarth, environmental action isn’t about the scale of one’s contributions but the intention to make a difference, however small. It’s this mindset that has fueled Nelda Foundation’s growth and inspires people to join the cause, whether by planting trees, raising awareness, or supporting others’ efforts.

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"If you can’t plant 100 trees, plant one. If you can’t plant, support someone who does, or simply spread the message. Every small step counts." - Vedarth Deshpande, Nelda

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Creating a ripple effect: raising awareness beyond Pune

In addition to the physical work of reforestation, Nelda Foundation has made significant strides in raising awareness about environmental issues. Vedarth and his team have harnessed the power of digital marketing to spread their message, using blogs, social media, and other online platforms to educate people about tree planting and sustainability practices.

"We realized that while we could physically plant trees, our true impact would come from changing how people think about the environment," Vedarth says. "Through our online efforts, we’ve reached over 10 million people. Our content teaches people how they can contribute to reforestation in their own communities, even if they can’t join us in Pune."

The digital aspect of Nelda’s work has been crucial in expanding the organization’s reach. Vedarth has even received inquiries from people across India who want to replicate Nelda’s efforts in their own regions. "We’ve had people from as far as Maharashtra and Gujarat asking how they can start similar projects. That’s the kind of impact we’re aiming for—creating a model that others can follow."

Looking ahead: the future of Nelda Foundation

As Nelda Foundation continues to grow, Vedarth has set his sights on even bigger goals. "We’ve planted over 7,000 trees, but that’s just the beginning," he says with a smile. "Our goal is to increase our efforts by 20% every year. We want to engage more volunteers, plant more trees, and ultimately, create a network of urban forests across Maharashtra."

One of Nelda’s long-term objectives is to collaborate with other NGOs and communities throughout India. Vedarth envisions a future where cities and towns across the country are dotted with urban forests, serving as green havens for both people and wildlife.

"We’ve learned so much over the past eight years, and now we want to share that knowledge with others," Vedarth tells ImpactStories.in. "It’s not just about what we can do here in Pune—it’s about creating a movement that inspires people everywhere."