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Swachta Hi Sewa - ITC Plans Series of Events

  • Activities being planned across six states on awareness of waste segregation and disposal under its WOW (Wellbeing Out of Waste) initiative

  • The initiatives are aligned to ‘Swachta Hi Sewa’ campaign announced by the Hon’ble Prime Minister


: 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 Initiative is aligned with the Government of India’s Swachh Bharat mission where the objective is to create public education and awareness for improving hygiene, creating a cleaner and better environment so that there is reduction in landfills. As part of the initiative, ITC Ltd. along with an NGO, train citizens, waste collectors, sanitary inspectors, supervisors and other stakeholders on source segregation of dry, wet, hazardous and medical waste to ensure that segregated dry waste is utilized for recycling. The activities also involve engagement amongst Households, Commercial Establishments, Corporates, Waste Collectors, RWA, Schools and College students to bring in a behavior change 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 Bharat Campaign which is aimed at creating an environment of cleanliness across the country. Our on-ground initiatives on source-segregation and recycling of dry waste seek to bring about a cultural change while providing livelihood opportunities 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 Management programme is a unique partnership between the Corporate- Government – NGO and Communities where all the partners are actively involved to promote segregation of waste at the source so that all the dry recyclables get recycled and wet waste is converted into compost to be used as manure for kitchen gardens and farmers. Recently, in Hyderabad, ITC-WOW Clubs in Schools programme was initiated through support of Ministry of Urban Development (MoUD) and Greater Hyderabad Municipal Corporation (GHMC) to engage school children as Bala Swachhagrahis.


ITC’s Waste Recycling programme, 'WOW – Well Being Out of Waste', has been carried out extensively over the last decade across various parts of India with the objective of providing a practical and workable solution to this challenging task. It also promotes sustainable livelihoods for rag-pickers and waste-collectors.


During the year, in addition to Coimbatore, Bengaluru, Telangana and Chennai, the programme was expanded to Hyderabad, Delhi, Tirupathi and Muzaffarpur. The programme covers over 64 lakh citizens, 25 lakh school children and 2000 corporates. The programme creates sustainable livelihoods for 13,500 rag-pickers and waste collectors by propagating source segregation at each of the households and facilitating effective collection mechanisms in collaboration with municipal corporations. It has also created over 60 social entrepreneurs as part of the initiative.

Oct 02, 2017
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