“During the past years, a new resolution of the country has also been associated with our festivals. You all know, this is the resolution of 'Vocal for Local'. The harmful litter of polythene on the festivals observing cleanliness is against the spirit of our festivals. Therefore, we should use only locally made non-plastic bags. It is our duty to promote them on the occasion of festivals, and take care of our health and environment along with cleanliness.” – Prime Minister, Shri Narendra Modi

Diwali is round the corner and households are abuzz with festive cheer. Swachhata takes centrestage in every home as citizens get busy in cleanliness activities before Diwali. During Diwali, cleanliness is not just limited to homes. The entire community comes together to ensure that the streets, markets, and neighborhoods are clean to ring in the festivities. Replacing old and unused items with new ones is also a customary part of this festival­. In line with the festive mood of the nation, Swachh Bharat Mission-Urban 2.0 under the aegis of Ministry of Housing and Urban Affairs (MoHUA), launches the Swachh Diwali Shubh Diwali campaign from the 06th to 12th Nov., 2023. The campaign aims at invoking the cultural significance of Diwali coupled with the journey of Swachh Bharat and the principles of Lifestyle for Environment (Mission LiFE).

Reiterating the core principles of Mission LiFE that aims to protect and preserve the environment, bringing about a pro-planet behavioural change in lifestyle, the concept of Swachh Diwali Shubh Diwali emphasizes the importance of a clean and eco-friendly celebration. This initiative aims to instill a sense of responsibility towards the environment and communities by sensitizing and motivating individuals to opt for locally made products, embrace a Diwali free from single-use plastic and prioritize pre and post Diwali cleanliness. By doing so, it seeks to foster a sustainable and environmentally conscious approach to the festival.

The Mission has partnered with MyGov, the government’s citizen engagement platform for the ‘Swachh Diwali Shubh Diwali’ – Signature Campaign. Citizens are encouraged to take part in the national signature campaign to showcase their resolve to celebrate a clean, green, and Single Use Plastic free Diwali. Citizens can sign up for a Swachh Diwali on MyGov from 6^th - 12^th Nov, 2023. They can also capture their unique initiatives for a Swachh Diwali in a 30 second video reel and upload on social media platforms of their choice with #SwachDiwali & tag the official handles of SBM Urban 2.0 - @sbmurbangov. In addition, urban local bodies have been requested to take up cleaning, misting activities pre and post Diwali.

Various citizen groups will popularize the Signature Campaign facilitating citizen participation to pledge their resolve for clean & green Diwali. To promote the concept of 3R among citizens, local bodies can facilitate collection of items being donated at RRR Centres by popularizing the location of collection point. Central Ministries, State Govt, Union Territories, all Govt. offices, District administration, and local bodies will connect with the Market Associations, Trade Associations, business bodies, Resident Welfare Associations, Ward Committees, Self Help Groups, NGOs and CSOs, Youth Clubs to spread awareness on various aspects of swachhata promoting waste segregation, adopting the principles of Reduce, Reuse, Recycle and transforming Waste to Wealth. Cities with high Air Quality Index (AQI) must ensure special care and safety for the sanitation workers. They can distribute appropriate face masks, protective eye and safety gears. To make their Diwali celebrations special, they could also be gifted locally made products.

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RKJ/M