Marching towards a Cleaner India

The Stakeholder Connect

Abstract

Cleanliness in everyday life has been an integral part of Indian culture since time immemorial. An impetus towards increasing social awareness regarding a cleaner country has been the foundation of the “Clean India Campaign”, launched in the year 2014. Integrated and sustained efforts by multiple stakeholders can be the only way forward in achieving the continued goals of a cleaner India in the long term. Hence, a continual analysis of the stakeholder participation needs to be done regularly and the drawbacks and the achievements need to be delineated and worked upon. The objective of this study is to examine the efforts made by the various stakeholders towards achieving and sustaining the goal of cleanliness, the value creation therein, and the returns that may be expected, especially for businesses contributing towards this effort. This study is based on a comprehensive literature review on the role of multiple stakeholders, especially businesses, in the pursuit of achieving the holistic cleanliness agenda set by the “Clean India Campaign”. The conclusions of this study indicate the positive aspects of the cleanliness campaign participation by the government, citizens as well as businesses (with the various elements of their value chain), resulting in increased value and ensuring sustainability in the long term.