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Phool is synonymous with preserving Indian culture; they began with a mission to save the dying Ganges. They prevent 7600 kg of waste flowers and 97 kg of toxic chemicals from polluting the river by collecting floral waste from temples and mosques in Uttar Pradesh. Rural women's self-help groups transform this waste into patented organic fertilizer and incense sticks, heralding a nationwide movement for environmental preservation.

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