He is also the founder of Project GreenHands (PGH), a grassroots ecological initiative which was awarded the Indira Gandhi Paryavaran Puraskar, by the Government of India in June 2010. PGH aims to increase the green cover in Tamil Nadu by 10% and has successfully overseen the planting of more than 27 million trees by over 2 million volunteers. In an interview with National Geographic Green magazine, he explained the impetus which led him to establish Project GreenHands: "In the year 1998, certain experts [...] made a prediction, by 2025, 60% of Tamil Nadu will be a desert. [...] I decided to drive across Tamil Nadu and see for myself if this is true. [...] I realized they were completely wrong because it wouldn't go to 2025, it would happen much faster according to me. [...] So from '98 to 2003, 2004, I went about planting trees in people's minds. And since 2004, we [have been] transplanting those trees back to the ground."