Kerala’s Vruthi Campaign
Since October 2024, Kerala has been at the forefront of a cleanliness movement called ‘Vruthi’. This initiative focuses on the cleanliness of both body and mind. The campaign has garnered widespread support from various sectors, including government officials, celebrities, and citizens. Recently, the ‘Vruthi 2025 – The Clean Kerala Conclave’ attracted around 25,000 participants, showcasing the commitment to waste management.
Background
Kerala has a rich history of hygiene practices. Traditionally, organic waste was repurposed in households. However, post-liberalisation, consumer behaviour shifted towards market-driven products, increasing waste generation. The state’s agricultural sector has diminished, leading to rise in non-biodegradable waste. This change necessitated a campaign to address the growing waste crisis.
Campaign Objectives
The Vruthi campaign aims to promote personal and public hygiene. It encourages community participation to achieve a garbage-free Kerala. Local governments have initiated various strategies, including locality-based campaigns and engaging schools and youth. The campaign also focuses on the importance of clean public spaces for health.
Comparison with Swachh Bharat Mission
Unlike the top-down approach of the Swachh Bharat Mission, which is more supply-driven, the Vruthi campaign emphasises behavioural change and community involvement. It allows local bodies to customise waste management solutions based on their unique needs. This approach prioritises decentralised solutions while acknowledging successful centralised methods.
Lessons from Waste Management Practices
The conclave brought into light successes and failures in both centralised and decentralised waste management systems. While some municipalities excelled, others faced challenges, such as the infamous Brahmapuram fires in Kochi. The Kerala Urban Policy Commission advocates for professionalisation in urban governance to enhance waste management effectiveness.
Future Directions and Community Involvement
The campaign has shown visible progress, but its sustainability is in question. The state government’s continued involvement is crucial for maintaining momentum. Strengthening Extended Producer Responsibility (EPR) laws is essential to shift waste management responsibilities to producers. Furthermore, encouraging a culture of responsibility among citizens is vital.
Importance of Collectives
Building collectives at various levels is crucial for the campaign’s success. Schools, businesses, and community organisations must be engaged. Kerala’s track record in human development positions it as a potential model for effective waste management. A collaborative approach can lead to a cleaner and healthier future for the state.
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