As part of its support of the Save the Amazon Rainforest organization, Balkrishna Indsutries Ltd.(BKT) recently donated 5,000 euros (nearly $5,000) to Cesvi, an Italy-based non-profit.

Rajiv Poddar, BKT's joint managing director, made the donation to Cesvi on Sept. 26.

"Deforestation has never been so alarming as in recent months," say BKT officials, who call the process "a widespread practice that is becoming more and more difficult to impede."

BKT's donation will help Cesvi "tell the (Save the Amazon Rainforest) story to an international audience."