According to Chris Magin, the RSPB's international officer for Africa, "The chance of the lesser flamingoes continuing to breed in the face of such mayhem are next to zero. This development will leave lesser flamingoes in East Africa facing extinction". Seventy-five percent of the world's lesser flamingoes are born on Lake Natron. Currently a group of more than fifty East African conservation and environmental institutions are running a worldwide campaign to stop the planned construction of the soda ash factory by Tata Chemicals Ltd of Mumbai, India and National Development Corporation of Tanzania. The group working under the umbrella name Lake Natron Consultative Group is being co-ordinated by Ken Mwathe, Conservation Programme Manager at BirdLife International's Africa Secretariat.