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This video is a part of the talks given at TEDxIITKharagpur 2015, produced independently of the TED conferences. In this talk, Gerry Martin challenges the generic definition of wildlife conservation and the idea of how we “want” conservation but are unwilling to put in the effort required. Emphasizing on the difference between nature enthusiasts and conservationists, Martin enlightens the audience and forces them to look at these issues again with a broader and a more responsible perspective. Passion for wildlife and expedition led Gerry Martin to become National Geographic Channel's first Indian 'Adventurer'. His brainchild, 'The Gerry Martin Project' is not just another conservation project, but is based on a commercially sustainable model that brings in profits by conserving nature. His achievements make him a pioneer in the unexplored terrain of conservation based entrepreneurship. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx