Swachta Hi Sewa - ITC Plans Series of Events

Chennai, 28 September 2017: In line with ‘Swachta Hi Sewa’ campaign announced by Shri Narendra Modi, ITC Limited today shared that it has planned a series of on-ground initiatives in New Delhi and other states including Andhra Pradesh, Telangana, Karnataka, Tamil Nadu and Bihar under its flagship ITC – WOW (Wellbeing Out of Waste) programme. As part of the public awareness campaign, ITC is organizing education camps, Nukkad Natak, and conducting rallies in participation with Municipal Corporations and State Authorities to spread awareness about waste segregation at source and sustainable management of waste.

ITC’s WOW Initiativeis aligned with the Government of India’s Swachh Bharat mission where theobjective is to create public education and awareness for improving hygiene,creating a cleaner and better environment so that there is reduction inlandfills. As part of the initiative, ITC Ltd. along with an NGO, traincitizens, waste collectors, sanitary inspectors, supervisors and otherstakeholders on source segregation of dry, wet, hazardous and medical waste toensure that segregated dry waste is utilized for recycling. The activities alsoinvolve engagement amongst Households, Commercial Establishments, Corporates,Waste Collectors, RWA, Schools and College students to bring in a behaviorchange in the thinking of the people.

Shri Anil Rajput,Sr. Vice President-Corporate Affairs, ITC Ltd., said, “We are proud to be part of Government of India’s Swachh BharatCampaign which is aimed at creating an environment of cleanliness across thecountry. Our on-ground initiatives on source-segregation and recycling of drywaste seek to bring about a cultural change while providing livelihoodopportunities to the people involved.”

Earlier this year,NDMC has also authorized ITC Ltd. to implement its Wellbeing out of Waste (WoW)initiative in the national capital. The NDMC-ITC’s Zero Waste Managementprogramme is a unique partnership between the Corporate- Government – NGO andCommunities where all the partners are actively involved to promote segregationof waste at the source so that all the dry recyclables get recycled and wetwaste is converted into compost to be used as manure for kitchen gardens andfarmers. Recently, in Hyderabad, ITC-WOW Clubs in Schools programme wasinitiated through support of Ministry of Urban Development (MoUD) and GreaterHyderabad Municipal Corporation (GHMC) to engage school children as BalaSwachhagrahis.

ITC’s WasteRecycling programme, 'WOW – Well Being Out of Waste', has been carried outextensively over the last decade across various parts of India with theobjective of providing a practical and workable solution to this challengingtask. It also promotes sustainable livelihoods for rag-pickers andwaste-collectors.

During the year, inaddition to Coimbatore, Bengaluru, Telangana and Chennai, the programme wasexpanded to Hyderabad, Delhi, Tirupathi and Muzaffarpur. The programme coversover 64 lakh citizens, 25 lakh school children and 2000 corporates. Theprogramme creates sustainable livelihoods for 13,500 rag-pickers and wastecollectors by propagating source segregation at each of the households andfacilitating effective collection mechanisms in collaboration with municipalcorporations. It has also created over 60 social entrepreneurs as part of theinitiative. 


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