Reddefining Swachh Bharat Abhiyan

1. ORGANIZING, MANAGING AND
LEADING (OB 5301)
TAKE HOME EXAM
INSTRUCTOR: DR. PADMAKUMAR NAIR
MADE BY: DEEPAK NANDA
(501604106- MBA3)

2. Swachh Bharat
Abhiyan (SBA)
 Launched on 2nd October 2014 by Prime
Minister Narendra Modi, Swachh Bharat
Abhiyan seems to have lost its shine. Which
can be seen by the stats available on its official
website. With only 20000 people having had
pledged for the cause and merely 15000 being
active currently out of the 130 crore individuals
residing in the country. While the main
emphasis was made on making India clean by
2019 to coincide with the 150th birth
anniversary of Mahatma Gandhi, on whose
ideals this campaign was directed. But the
dream seems far fetched as of now.

3. Let’s redefine Swachh
Bharat Abhiyan
 In my opinion there is a dire need to redefine this mission
every now and then so as to keep the spirit of cleanliness alive.
And one way to do so as is to lay emphasis on simpler things
rather than going on to create a hue and cry about huge
events that mostly create more litter than they actually clean.
To do so we need to get to the minds of people and get them
thinking. We can start with changing their outlook from
cleaning their surroundings to first cleaning their mind of the
clutter that has made them feel that “nothing can happen in
this country” and “situations will always be the same”. Lets give
them a ray of hope or a log to hold onto. Cause the earlier
projection of the project has been that of a chain reaction
where on person ends up nominating 9 others to get the chain
going. But instead of motivating people this chain reaction
makes them further curled up in their comfort zones. The
need here is to make things simpler and more fun so that
everyone wants to be part of the campaign to do something
good and not just for a selfie.

4. Ways to redefine
and simplify SBA
 Creating small and effective nudging strategy to
indirectly motivate people to join the cause. Like giving
out thank you letters to people who have clean
surroundings or to provide Swachh discounts to people
who contributed in any activity so as to make others feel
an urge to get involved.
 Celebrating and entitling a national level DAY for the
workers/ sweepers who work hard to keep the roads and
societies clean so as to make them feel worthy and
appreciated rather than being looked down upon.
 Making society ambassadors to look after the cleanliness
streak in their locality. And also to entitle “kachra people”
tag to individuals who are found littering. Clicking their
pics while doing the act and making it public by posting
it on the notice board for everyone to look at.
 Having a random clean up event at multiple locations in
a city once a month so as to not make people feel too
bound by the act and for them to be able to make
arrangements in advance for it. And to make it a burden
free task and a day to come together to bring about
some change.

5. MOTIVATION THEORIES AT WORK
 Maslow’s need hierarchy- targeting the basic needs and
triggering the social need.
 Alderfer’s ERG theory- making use of the relatedness aspect.
 Expectancy theory- having people to question their expectancy
to maintain cleanliness, then alluring them to work for it by
providing suitable rewards like discounts thus adding
instrumentality and making these rewards widespread yet
exclusive to have high valence.
 McClelland’s theory of needs- triggering all three needs i.e, need
for achievement (by arranging competitions), need for power (by
creating society leaders) and need for affiliation (by making it
more of a socially interactive event).

6. Stakeholders:
 Individuals (1.3 billion): some special ones
with a pivotal role like sweepers, celebrities
and politicians
 Government of India (to be the driving
force)
 Environment at large (being representative
of the speechless and unheard flora and
fauna)

7. Teamwork:
This mammoth task can’t happen on its own. And
needs cooperation from every stakeholder either
directly or indirectly. As can be seen in the present
stats showing a poor participation on part of the
masses who don’t tend to understand the simple
fact that their act is going to strike back at them
only. Thus the special stakeholders like sweepers,
politicians and celebrities have a pivotal role to
play to bring everyone together and keep this
mission intact. Like playing their part, motivating
others, creating a ripple effect, keeping a tab on
things and maintaining the sanctity of system.
Only then an this mission be accomplished by
2019.

8. Self interest v/s
National interest
The present SBA focuses more on national
interest thus it bursted like a bubble after a bit of
shimmer in the beginning. So what is being
proposed here is to project the mission as more
of self interest thing. This might sound selfish. But
that’s how you can get people to indirectly come
together. Because when they work for something
that pertains to their personal interest they
behave in a highly motivated manner. And this
will act in favour of the nation. Because its more
feasible to build a building bit by bit rather than
going at it in stupid enthusiasm at first to fizz out
towards the end. And here everyone by doing
their bit to keep their place clean will move
towards national interest autonomously.

9. Importance of history
The present generation believes more in deleting history rather than making it. But jokes apart there
is a lot to be learnt from our roots. India was not always this dirty. It’s the coming of this age of couch
dwellers that has made a mess out of this beautiful land. As is apparent from the ideology of people
we read about, that in the earlier times everyone was content with what they had, two pieces of
cloth along with some place to sleep soundly and create moments of joy. But now the game is all
about owning the most, the biggest and the best without considering what is left to others. And this
all leads to huge piles of manmade mountains of crap as can be seen in all the major cities across
the country. So the lesson to be learnt here is that you should try limiting your consumption thus
reducing the waste generation and ultimately the burden on environment.