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PM Modi launches 'Swachh Bharat' campaign

  • Narendra Modi, Swachh Bharat, Clean India

    On October 2, 2014, the birth anniversay of Mahatma Gandhi, Prime Minister Narendra Modi made a powerful appeal to the nation to help him fulfil Gandhiji's dream of a clean India. After offering his tributes at Rajghat, the memorial to Mahatma Gandhi in New Delhi, Modi launched the Swachh Bharat campaign

  • Narendra Modi, Swachh Bharat, Clean India

    India as a nation often adopts a double standard towards cleanliness, a version of Not In My Backyard mindset. Thus, people keep their homes clean while assuming that cleaning up their litter in public places is the government's problem. As Modi pointed out, foreign nations are clean not naturally, but because of the mindset of their citizens. "When we see littering, why don't we feel the urge to clean it up?" he questioned.

  • Narendra Modi, Swachh Bharat, Clean India

    Like Gandhiji, who was known for cleaning the toilets himself to promote cleanliness and dignity of labour, Modi exhorted the nation to clean up their own mess. "It is not just the job of sanitation workers to keep the country clean, it is ours as well," he said in his address. "We gained freedom under the leadership of Gandhiji but his dream of clean India is still unfulfilled."

  • Narendra Modi, Swachh Bharat, Clean India

    Appropriately enough, Modi decided to launch the campaign from Valmiki Basti in New Delhi. Valmikis are a sub-caste in India who traditionally employed in sanitation and janitorial jobs. Gandhiji gave lower castes such as the Valmikis the generic name of 'Harijan' or 'People of God' in an effort to disperse the taboo attached to them, but the name quickly acquired pejorative overtones. Modi himself is a member of Other Backward Classes, making him only the second OBC to be elected prime minister of India.

  • Swachh Bharat, Clean India, Dharmendra Pradhan

    Prime Minister Narendra Modi speaks with some members of the Valimiki Basti who joined him for the Swachh Bharat launch event. In his speech, Modi pointed out that according to WHO estimates, poor sanitation costs an average Indian about Rs 6,500 annually because of health costs and lost income. The costs are disproportionately higher for lower-income groups.

  • Najeeb Jung, Aamir Khan, Manoj Tewari, Clean India, Swachh Bharat

    Modi also introduced a novel twist to the campaign by asking celebrities to join in the campaign by enlisting nine others. Each of those nine people would then enlist nine more, creating a pyramid of volunteers. Here, noted Bollywood actor Aamir Khan - who joined the PM on stage to take a pledge of volunteerism for cleanliness - is seen with Delhi Lt Governor Najeeb Jung and Bhojpuri actor and BJP MP Manoj Tiwary.

  • Swachh Bharat, Clean India, Prime Minister Narendra Modi, walkathon, Gandhi Jayanti

    Modi also appealed to the self-pride of Indians, saying if the people could send a mission to Mars, they could certainly at least keep their neighbourhoods clean. He also urged them to rise above politics in this mission. Later, Prime Minister Narendra Modi also flagged off a walkathon as part of the nationwide campaign, 'Swachh Bharat Mission' after its launch in New Delhi on Thursday.

  • Swachh Bharat, Clean India, Prakash Javadekar

    Modi's colleagues were soon to follow suit. Information and Broadcasting Minister Prakash Javadekar participated in a cleanliness drive at his ministry in Shastri Bhawan. Meanwhile, in the digital world, Modi's challenges elicited quick responses from Sachin Tendulkar, Priyanka Chopra, both of whom accepted.