In a bid to save the endangered Olive Ridley turtles (Lepidochelys olivacea) of Orissa and Gujarat from extinction, Turtle Ltd, a leading menswear brand has decided to undertake a conservation project aimed at protecting the animals. Undertaken in some of the known mass nesting sites of these the animals such as the Garihmata, Devi and Jatadhar river mouths of Orissa and selected coasts of Gujarat, the conservation programme will be a joint effort by Wildlife Society of Orissa (WSO), WWF India and Turtle Ltd. Elaborating about the conservation programme, Mr Amit Ladsaria, director Turtle Ltd, said: "We have been associated with WSO and WWF India for the last couple of years and have donated Rs 15 lakhs approximately. We have already made progress in bringing back the turtles to their favourite nesting grounds and we hope to see an increase in the population of these turtles.' Under the conservation programme, a part of the company's sale proceeds goes to the WSO and WWF and is used for undertaking scientific surveys and awareness prograbmmes. The company also funds the salaries of the programme supervisors, field assistants and part time animators and other day-to-day expenses incurred in the project. Mr. Biswajit Mohanty, secretary WSO, said: "Based on the funds provided by Turtle Ltd. surveys are being carried out in the distributaries of Mahanadi River. The aim is to determine the types of species and the levels of poaching.' Six species which include the rare Chitra Indica, have also been identified through the conservation programme and the surveys have helped gather information about poaching in these areas. Success has also been achieved in unearthing a poaching network that subsequently lead to the rescue of around 145 such turtles.