DESCRIPTION
Rural India had limited access to proper sanitation facilities. This affected the quality of life and created absence of basic knowledge of healthy hygiene due to illiteracy and poverty.
On October 2nd, 2014 the Prime Minister of India, Mr. Narendra Modi took initiatives to run a Mission which had the main aim of improving sanitation habits and providing facilities in the rural areas which would also act as a clean-up drive across states to reduce litter on public areas and also diminish littering activities and it was named “Swachh Bharat Abhyaan” which translates to “Clean India Mission”.
MISSION
The plan was to spread awareness in rural areas about healthy sanitation habits, change mindsets and provide basic facilities for sanitation like simple toilets or liquid and waste disposing systems. The mission aims to complete construction of 90 million toilets in rural India at a predicted cost and fund requirement of $30 Billion and hence they have achieved success of 86 million toilets since 2014 by impacting and improving more than 400 million households.
DIRECTIVES and INSIGHTS
The Government Planned strategic steps are:
• Encourage People Involvement by creating a Local Peoples Movement “Jan Andolan” – This made the villagers feel they are related to the mission and are working for something big to change their own lives
• Encourage NGO and Private Sector Participation – NGO’s look forward to develop government collaborated portfolios for recognition which was another plus point.
• Create schemes like guarantee of rural employment (eg. Train and make Masons to build toilets or help with the missioned spread awareness) – The Villagers were trained to be masons with pay to work and promised employment.
• Give Open Defecation Free (ODF) status to districts which would motivate other districts to achieve the recognition.
• Implementation of the Swachh Bharat Cess TAX 0.05% on all taxable commodities to collect funding’s.
• They trained women from villages who played main role in breaking stereotypes pursuing with the exchange opportunity for a better life.
MARKETING MIX:
Product: Government made Toilets, Sanitation Systems, Awareness Campaigns, ODF Status given to districts and Cleanliness drives
Price: The country pays the Swachh Bharat tax 0.05% every tax-payer contributes to the cause and so the message of awareness and importance of the cause spreads across which motivates rural population to change habits and lifestyle to give up open defecation.
Place: Mission was launched in New Delhi, the capital to target every village of India which has poor sanitation conditions and impact the households affected buy the condition
Promotion: Promotion through Sanitation vans that travel across villages and spread awareness by helping them change the habit. Street Plays to highlight the importance.
The government gradually launched a book on sanitation hygiene which was launched as a subject in every government school in India and also had examinations to validate understanding on the subject. The ODF tag to districts was a great success to promotion of the objective and achievement of the village involvement.
Success Statistics as of 2018:
8,70,98,580 – household toilets are built
5,10,771 open defecation free villages
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