The story so far
Kerala launched the ‘Vruthi’ campaign on October 2, 2024, meaning “cleanliness of body and mind.”
It involves people from all walks of life — leaders, film stars, children, and workers.
Waste collection improved drastically, reaching 75% of homes (up from 40% a year ago).
Why was this campaign necessary?
Earlier, organic waste was reused at home (e.g., as manure).
After liberalisation and urbanisation, more complex and non-biodegradable waste was produced.
Backyard disposal became impossible, and waste spread in public spaces.
Public health and urban cleanliness became pressing issues needing urgent attention.
What is being done?
The campaign ‘Malinya Muktham Nava Keralam’ (waste-free Kerala) was started for public hygiene.
Local governments and civil society were mobilised to act together.
Strategies included:
Strengthening waste management teams (Haritha Karma Sena)
Promoting local initiatives and competitions among panchayats
Involving children, youth, and volunteers in awareness and action
How is it different from the Swachh Bharat Mission?
Swachh Bharat is top-down — plans are decided at the national level.
Kerala’s approach is bottom-up — focused on changing public behaviour.
It avoids a one-size-fits-all technology model, encouraging custom solutions.
Focuses on public participation and decentralised waste handling.
Are centralised or decentralised solutions better?
Kerala aims to use both, based on local needs.
Some cities succeeded with centralised systems (e.g., Guruvayur), while others failed (e.g., Kochi’s fire incident).
Decentralised systems also work well but require skilled staff.
Kerala plans to train local bodies and professionalise services.
What lies ahead?
There is visible progress, but sustaining momentum is key.
The campaign needs to continue even if State support decreases.
Strengthening laws like Extended Producer Responsibility (EPR) is necessary.
Public must adopt the mindset of “My waste, my responsibility.”
Is building collectives important?
Yes, schools, businesses, housing societies, and worker groups must be part of the effort.
Kerala has the chance to become a model for modern, sustainable urban living if this campaign succeeds.
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