SWACHH BHARATMISSION - GRAMEENWorld’s Largest Behaviour Change
Programme

“The things closest to Mahatma Gandhi’s heart were-cleanliness and sanitation. Can we resolve that in 2019,
when we celebrate Mahatma Gandhi’s 150th birthanniversary, our village, our city our street, our community,
our school, our temple, our hospital, and all areas will befree from dirt and filth? This will not be possible withgovernment policies and programmes alone, but will bewith people’s participation. And so, we need to undertake
this task together.”- Prime Minister Narendra Modi

15 August 2014, Independence Day at Red Fort

Chapters
Introduction
1. Need for Swachh Bharat Mission…………….
2. Challenges……………………………………..
3. Time bound Goal and Vision………………….
4. Programme Implementation…………………..
5. Everyone’s Participation………………………….
6. Twin pit toilet Technology………………………
7. Financial Resources……………………………..
8. Achievement of SDGs……………………..
9. Results and Impact…………………………
10. Swachhata: The Eternal Journey

01
03
06
07
16
18
26
28
29
31
34

Introduction
The Swachh Bharat Mission, post-Independence,
emerged as the most popular Jan Andolan
programme which changed the picture of rural
India and became a revolutionary reform in
the development journey of this billion plus
population country.
Swachh Bharat Mission is a nation-wide campaignof the Governmentof India which aimed at massscale behavior change, construction of householdowned and community owned toilets, their usage
and Solid and Liquid waste management (SLWM)
thereby establishing an accountable mechanism
for achieving ODF PlusIndia.

Under the Phase 1 of Swachh Bharat Mission,
all Villages, States and Union Territories in India
declared themselves “open-defecation free”(ODF) by 2nd October 2019, the 150th birthanniversary of Mahatma Gandhi, by constructing
over 10 crore toilets in rural India at a projected
cost of over Rs1.3 lakh crore.
The Swachhata journey continues today as ODF
Plus with the goal of comprehensive cleanliness.
The simple yet real-time dynamic dashboard
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helped in tracking and monitoring the progress
at village level regularly.

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Chapter 1

NEED FOR SWACHH
BHARAT MISSION

Sanitation is the basic need of human beings.
Safe sanitation is not a borrowed modern
concept from the west, rather there are historicalevidences in India’s ancient civilization (Sindhu
valley) regarding scientific methods used in
toilets construction and waste management.
But hundreds of years of servility took away theimportant value of Swachhata from India’s social
system.
Despite the widely accepted fact related to criticalimportance of sanitation and personal hygiene,
the sanitation coverage of India was as low as
39% till 2014. Around 55 Crore people in rural
areas were without a toilet facility before 2014.
This was severely affecting health and dignity ofpeople in rural areas, especially of women andchildren.

It was not that sanitation initiatives were not
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attempted before. For last many decades, India
took steps to improve access to safe sanitationand cleanliness. But still even after 32 years
after independence, the sanitation coverage
was merely 2% in 1982. Central Rural Sanitation
Programme (CRSP) was started in 1986 for rural
sanitation. But CRSP focused mainly on toilet
construction and related funds allocation, there
was no stress on behavior change. As a result,the supply based approach didn’t achieve desired
results. The sanitation coverage increasedslightly to 9%. Seeing the limited impact of
this programme. Total Sanitation Campaign(TSC) in 1999 and Nirmal Bharat Abhiyan in 2012were launched. But lacking strong political will,leadership and behavior change approach, these
programmes also failed to make an impact.

It was a matter of national shame that India
had the highest number of people defecatingin the open at that time. Hon’ble Prime Minister
Shri Narendra Modi because of his connect withrural areas had a realization of the problems
women and children faced, on account of lackof toilets. Dignity of women has been his toppriority. Accordingly, he took up this up hill task of
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4

providing toilets to all households in the
country in a time period of 5 years. Goingfor open defecation even after 67 years of
independence of over 55 crore population
was such a national shame that Shri Modi
was deeply pained. He called on the people ofcountry from ramparts of Red Fort to join the
Swachh Bharat Mission and pay their tributes
to Mahatma Gandhi on his 150th birthanniversary by dedicating him a Swachh Bharat.
Narendra Modi is the first Prime Minister toraise this often ignored subject into a public
discussion.
Swachh Bharat and himself led the mass
movement on sanitation from front.

Prime Minister Shri Narendra Modi’s clarion call to the nation : 15th August 2014

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Chapter 2

CHALLENGES

The non-usage of toilet and habit of open
defecation has been a centuries-old habit.
Implementation of SBM-G was complex andincredibly challenging because there was no
obvious demand for toilets. Demand for a toilet
had to be stimulated to wean people away fromthe habit of open defecation and therefore abehaviour change campaign had to be designed
and implemented at scale. At the same time, amassive infrastructure programme to construct
toilets - close to a 100 million in rural India–had
to be rolled out as India alone had the share of 60
crore out of world’s 100 crore open defecators.
For ensuring success of Swachh Bharat Mission,
not only an effective and creative behaviourchange model was designed but was also
implemented on massive scale. It was anincredible challenge across speed, scale, stigma
and sustainability.

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Chapter 3

TIME BOUND GOAL
AND VISION

Hon’ble Prime minister had set the fixed five
years duration for the programme. The biggest
advantage of the mission mode goal wasthat unlike previous slowly paced sanitation
programmes, the Swachh Bharat MissionGrameen transformed in a programme where
not only time bound goals were set in anenergetic and committed manner but the goals
were achieved within set time duration as well.

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GRASS ROOT & UNPARALLELED LEADERSHIP:
The Communicator-In-Chief

For the first time in the Indian history, a Prime
Minister brought the subject of sanitation andcleanliness in the context of India social system
and gave it central importance. He connectedsanitation with human dignity and integrity.
To showcase the good swachhta work done by
citizens and to inspire others, he often mentioned
it is his Mann Ki Baat addresses.
Shri Narendra Modi has always led andprioritized the behavior change initiatives
for safe sanitation. Participating in the toilet
construction, and personally leading the massive

Prime Minister Shri. Narendra Modi addressing 20, 000 swachhagrahis at
Champaran, Bihar on April 10, 2018

SBM (G) WORLD’S LARGEST BEHAVIOR CHANGE PROGRAMME

8people’s movement/Jan Andolan campaigns for
Swachhata, the Prime Minister has not lifted his
foot off the sanitation pedal even once. He has,in fact, been the Communicator-in-Chief of theMission, inspiring the country to make the shift
from OD to ODF. The Prime Minister’s persistentcommunications have been the most strategic
asset of the Mission.

Prime Minister personally wrote to all 250,000
Gram Pradhans motivating them to take benefitof the SBM-G provisions and help people intheir villages achieve sanitation services. This
mobilized the Gram Pradhans across the country
and village after village started achieving
universal sanitation and made their villages open
defecation free.
At Prime Minister’s insistence, a government
programme or reform transformed into a
countrywide people’s movement or Jan Andolan
which led to a Swachhata revolution in India.
SWACHHAGRAHIS

Anybody who volunteered for Swachh Bharat
Mission was called Swachhagrahi by Prime
Minister. Swachhagahi is symbolic of Gandhi’sthoughts and ideals. Swachhagrahis added new
9

SBM (G) WORLD’S LARGEST BEHAVIOR CHANGE PROGRAMMESwachhata Pledge by villagers during Swachhata Hi Seva campaign

energy and enthusiasm to the Satyagraha se
Swachhagraha campaign. Over 12 crore school
children, 6.25 lakh swachhagrahis, 2.5 lakhsarpanches, millions of citizens and around 50
brand ambassadors were members of this teamof Prime Minister. As the campaign’s Chief
Manager, Prime Minister have said, “In future,whenever there will be a discussion on thiscampaign, the name of Swachhagrahis will be
remembered with the same gratitude like theway freedom fighters are remembered for India”.
NEW THOUGHT, NEW INITIATIVE

Swachh Bharat Abhiyan in many ways is distinct
from previous programmes. The foremost point
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is the strong political leadership. It’s his personalcommitment for Swachhata which motivatedCentral ministers, Chief Ministers, MPs, MLAs,
local politicians, Panchayat members, and seniorpolitical members to spread information on
Swachhata in their respective influence areas.
As a result, government officials gave it important
place in the agenda of their ministries anddepartments.

The campaign effectively utilized the modern
technology for comprehensive monitoring. Eachtoilet in every village was mapped on Integrated
Management Information System (IMIS) for a realtime progress report. Every toilet was mandatorily
geotagged for ensuring transparency in entire
process. This way, SBMG dashboard became asymbol of Action and progress.

Swachh Bharat Abhiyan was not restricted to any
state, region or specific achievements. In January
2018, when Aspirational Districts programme waslaunched, it was found that the achievementsof SBM was close to national average in thesechallenging districts.
Swachh Bharat Mission conducted Annual
surveys by independent agencies for measuring
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its achievements and assessing the progress.

In addition, the Information, Education andCommunication (IEC) division of Swachh Bharat
Mission added new energy and dimension to
the government dialogue. The iconic campaigns
like ‘Darwaza Band’, ‘Saaf nahi to Maaf nahi’mobilized and connected citizens across rural
India. The campaign has its own dedicated blog.
There are millions of followers on social media
platforms like Twitter and Facebook of SBMG. The
platforms like YouTube and WhatsApp are used
extensively for disseminating the success stories
and innovations with community regularly. The
impact of IEC campaign is such that the glimpseof SBM spectacle logo inspires everyone on
working for Swachhata. There is no such village,city or region where Swachhata messages have
not reached.

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To create swachhata awareness among people, thousands of Swachhata Raths travelledacross the rural landscapeIconic mass media campaigns like Darwaza Band popularized regular usage of toilets

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“

Friends, the way the Swachh Bharat Mission
reached every nook and corner of the country
in the form of a Jan Andolan is a case study
for many prestigious universities across theworld. I think that in the 21st century, this kindof movement for behavioural change has not
happened in any other country until now.
India is certainly changing. Behaviours andhabits are changing.”- Prime Minister Narendra Modi
		at Motihari, Bihar, 10th April 2018

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In this age, just as cleanliness is related
to health, connecting cleanliness to arevenue model is also necessary. ‘Waste to
wealth’ should be one of its components.
It is, therefore, imperative for us to movetowards ‘Waste to Compost’ under the
Cleanliness Mission.
- Prime Minister Narendra Modi
Mann ki Baat, 25th September, 2016

The Swachh Bharat Mission is a people’s
movement for cleanliness. The biggest beneficiaries of this movement are the poorestof the poor. I request all of you to actively
participate in the movement and ensure
an open defecation free society and a clean
environment.
- Prime Minister Narendra Modi
During Inauguration of various development projects Shillong,

27 May 201615

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Chapter 4

PROGRAMMEIMPLEMENTATION

Communicating this important reform wasimportant to achieve Swachh Bharat. Plans weremade at the central, state, district and Gram
Panchayat levels for the same goal, goals wereset, and every unit was inspired with extensive
field visits and monitoring. Swachhagrahis
regularly mobilized community members fortoilet construction and its usage. All ministries
and departments of government joined theprogramme enthusiastically. Prime Minister
equated Swachhata with Service and launched‘Swachhata Hi Seva’ campaign which transformed
into a Jan Andolan connecting political workers,
youths, religious groups, celebrities, SHGs, andcommunity members.

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“

Prime Minister Narendra Modi participating in toilet construction

Prime Minister Shri Narendra Modi shows the way: Here he isparticipating in a toilet construction exercise

Today, the cleanliness campaign has become
this country’s common man’s own dream.
The success of this campaign doesn’t belong
to the Government of India or to the State
governments; the success belongs to the
Swachhagrahi citizens of India.
- Prime Minister Narendra Modi
Swachh Bharat Diwas 2017, Gandhi Jayanti, New Delhi, 2nd October, 201717

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Chapter 5

EVERYONE’SPARTICIPATION

Empowered Women Participation andLeadership

Women played a significant role in this mission.
Lakhs of champion women contributed insuccess of this programme who played rolesof swachhagrahi, sarpanch, Rani Mistri, artist,
motivator and others leading the campaign
adding swachhata energy to it. Alone morethan 70,000 Rani Mistris in Jharkhand led theconstruction of toilets.
SBM-G became a great employment opportunity
for lakhs of rural women who not only took therole of masons but also worked as“Swachhagrahis.”
Clean India Mission has boosted theself-confidence of women. It has
become one of the reasons for theirliberation from great pain.
- Prime Minister Narendra Modi
Lok Sabha, 7 February,2018

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Door to door campaign by women Swachhagrahis to convince people forconstruction and usage of toilet

Rani Mistris breaking age old traditions

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Role of youths

Be it millions of children who contributed inachievement of Swachh Sankalp Se Swachh
Siddhi, associatsed with NCC, NSS, Yuva Kendra
members, police, armed forces; everyone
participated in this campaign with full
enthusiasm and gave full energy.
Power of Faith

Swachh Bharat Abhiyan united communities
across caste and religions. Whether it isfaith organizations or social organizations,they mobilized community with knowledge,
inspiration and equipments for achieving ODF
status.
Role of Children

Be it Vanar Sena or Dabba Dal, children played acrucial role in the monitoring committees of thisprogramme. More than 5 crore school children
made paintings and essays on Swachhata in asingle fortnight in 2017. In Kabirdham district ofChhattisgarh, over 1.38 lakh children of around1700 schools wrote letters to their parents fortoilet construction at their homes. The impact ofchildren initiative motivated district to become
ODF in a very short span.
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Prime Minister Shri. Narendra Modi led the Mission: Here he isinteracting with young minds of India on importance of Swachhata

Everyone’s Responsibility

Prime Minister Modi believed that a large scale
impact is not the responsibility of couple ofdepartments. The Indian government ensured
that all ministries and departments work
together for achieving the goal of Swachhata. On
the advice of Prime Minister, various initiatives
like Swachhata Pakhwada, Swachhata Action
Plan (SAP), Swachh Iconic Places (SIP) were jointly
implemented by ministries and departments.
Under Swachhata Action Plan (SAP), around 72
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ministries and departments have contributed
over Rs/- Eighty thousand crore towards
Swachhata activities. The Railway Ministry
installed Bio-toilets by replacing open toilets
in train coaches; separate toilets for boys andgirls were constructed in all schools. More than80,000 community toilets have constructed inpublic places across the country.
Celebrities, Sportspersons and Folk Artists

Be it cricketer, hockey player, or cinema andfolk artists, everyone has contributed to thisprogramme their energy and creativity. Under
Swachh Sunder Shauchalaya campaign, over
1.3 crore toilets were decorated with beautiful
paintings and messages in a month. Films
inspired by sanitation like Toilet: Ek Prem

Katha, Gutur Gutur Gun, Halka, and Mere Priya
Pradhanmantri were made to promote theimportance of toilets.
Private Sector
Private sector increased their share of CSR
expenses on sanitation as earlier it was very
less. Many companies came forward to work in
the area of Solid and Liquid Waste Management(SLWM) and toilets construction. Tata Trusts
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contributed by providing around 515 talented
young professionals for two years.
Role of MediaMedia played a crucial role in generating massawareness with sanitation messages. Media
widely covered and disseminated sanitation
issues, government schemes, events and goals
which contributed in transform Swachh Bharat
Mission in a Jan Andolan.
Whether it was launch of Swachh Bharat
Mission-Gramin or prioritizing it for India bymobilizing citizens, both print and electronic
media contributed immensely. Media motivatedcommunity by highlighting inspiring successstories of individuals and organizations forsustainability. It also provided a platform forseeking inputs of readers by showcasing impact
and results of the programme.

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Chapter 6

TWIN PIT TOILETTECHNOLOGY

PM Shri Narendra Modi at Kurukshetra SwachhShakti, 12 February 2019

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For rural areas, the twin
pit toilet is an easy,
available and economic
toilet option. In thistechnology, two pits
are dug closes to thetoilet. These pits areused alternatively whenare gets filled. Under the system, there are
two pits which are used alternately. Both pits
are connected with a junction chamber at one
end. Pit walls have a honeycomb structure. The
bottom of the pit is not plastered and is earthen.
Depending on the number of users of toilet, sizeof the pit varies. Capacity of each pit is normally
kept for three years. First pit, after it gets filled
up in about three years, is blocked at the junction
chamber and second pit is put in operation. The
watery part of excreta percolates in soil throughthe honey comb structure. After two years ofblockage of the first pit, its contents degrade
completely and turn to solid, odourless, pathogen
free manure. It is dug out by beneficiaries andused for agriculture and horticulture purposes.
After the second pit is filled, it is similarly blocked
and the first pit is put in use again.
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Chapter 7

FINANCIAL RESOURCES

Considering the financial condition of the
majority of households (poor, underprivileged
and marginalized etc.), the government madethe provision of Rs. 12,000 per toilet as financial
incentive for promoting the toilet construction
and its usage. Over the five years of SBM-G,
government allocated over Rs 1.3 lakh crore(US$20 billion) and ensured no scarcity of funds.

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Chapter 8

ACHIEVEMENT OF SDGs
The Mission’s achievements make each and every
Indian proud. Nowhere in the world has such alarge population been mobilized to bring aboutsuch massive behavior change in such a shortspan of time. India has now become the global
leader of the war against open defecation.
Several countries wanting to learn from ourexperience and implement similar programmes
in their countries.

Rural sanitation coverage of India (Source- SBM- Integrated Management
Information System 2019)29

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Achieving an ODF India in record time also meantthat India attained Sustainable Development
Goal (SDG) 6.2–Sanitation for all a whopping
eleven years before the UN’s SDG target of 31st
December 2030.

“

Prime Minister Shri Narendra Modi shows the way: Here he isparticipating in a toilet construction exercise

Today, I am proud that 125 crore Indians
have transformed the Clean India
Campaign into the world’s biggest
people’s movement by following the pathshown by Mahatma.
- Prime Minister Narendra Modi

Mahatma Gandhi International Sanitation Conference,
New Delhi, 2 October 2018

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Chapter 9

RESULTS AND IMPACT

Output: Under Swachh Bharat Mission (Gramin),over 10.28 crore toilets were constructedacross 36 states/UTs. During five years, 603,175
villages were declared ODF. More than 30 crore
people participated in the behavior change
campaigns under the world’s largest behavior
largest programme. Around 5.4 crore school
children participated in the ‘Swachh Sankalp Se
Swachh Siddhi’ under Swachhata Pakhwada. For
spreading awareness on sanitation anddisseminating the inspiration journey of Swachh
Bharat Mission (Grameen), a permanent AudioVisual Experiential centre, Rashtriya Swachhata
Kendra (RSK) has been set up in New Delhi
which was inaugurated on 8th August, 2020 by
Hon’ble Prime Minister, Shri Narendra Modi.
Outcome: As a result of accessibility of sanitation
facilities for every households and their regularusage, almost 100% rural sanitation coverage
was achieved. On the occasion of 150th
anniversary of Mahatma Gandhi, all states/UTs
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and districts declared themselves ODF. In thisway, the nation gave the befitted tribute to the
Father of Nation and realized the commitment of
Hon’ble Prime Minister.

Prime Minister Shri Narendra Modi inaugurating RSK

ImpactOver 55 crore people changed their behavior
and started using toilets. Households saved
substantial amount because of saving on medical
costs. Water and Sanitation related disease
reduced substantially after achievement of
Swachh Bharat Gramin has resulted in annual
benefits to the tune of more than Rs 50,000 per
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32

household in rural India. Women in rural areas
no more had to wait for darkness to go out for
defecation.

After becoming Open Defecation Free (ODF),
several villages have witnessed a reduction
in deaths due to diarrhoea, malaria especiallyin children, still births and newborns thereby
improved child health and nutrition. SBM hasbrought about an irreversible improvementin the general quality of life in the rural andurban areas, by promoting cleanliness, hygiene,
and eliminating open defecation. In 2014,
Government of India launched ‘Swachh Bharat
Swachh Vidyalaya’ (SBSV) initiative to ensurethat all schools in India have access to separate
functional toilets for boys and girls.

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Chapter 10

Swachhata – The
Eternal Journey

Waste to wealth: The Prime Minister taking partin waste segregation at Mathura, 11 September 2019

Towards ODF plus

With same vigour and dedication, Swachh Bharat
Mission in its Phase 2 is marching on towards“ODF Plus that Includes overall cleanliness invillages, and solid and liquid waste management
in rural India.
The Government of India, in February 2020,
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34

approved Phase-II of the SBM(G) with a total
outlay of Rs. 1,40,881 crores to focus on thesustainability of ODF status and Solid andLiquid waste Management (SLWM). SBM(G)convergence between different verticals offinancing and various schemes of Central andState Governments. Apart from budgetary
allocation from Department of Drinking Waterand Sanitation and the corresponding State
share, remaining funds will be dovetailed form
15th Finance Commission grants to Rural Local
Bodies, MGNREGS, CSR funds, and revenue
generation models, etc., particularly for SLWM.
Initiative for Waste to Wealth

The DDWS is working in close coordination
with Principal Scientific Advisor to PMO for
identifying new decentralized and cost effective
technology solutions to support in: cleaning
and rejuvenating water bodies in rural areas,
grey water faecal sludge management, single
use plastic waste management, animal waste
management towards realizing the concept ofWaste to Wealth.
GOBARDhan

GOBARDhan was launched by Government of35

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India in April, 2018 as a part of Biodegradable
Waste Management component under Swachh
Bharat Mission (Grameen) with the aim to
positively impact village cleanliness and generate
wealth and energy from cattle and organic
waste. The main focus of GOBARDhan is keeping
villages clean, increasing the income of rural
households, and generation of energy andorganic manure from cattle waste.
Department of Drinking Water and Sanitationis coordinating the efforts of various Ministries
as the National Coordinator of the programme
andwill provide technical and financial
assistance to States/UTs for implementationof GOBARDhan. Unified portal of GOBARDhan
has been developed and launched on 3rd February
2021 (http://sbm.gov.in/gbdw20).

The portal will monitor the progress/
achievements of all stakeholder Ministries/
Departments under the unified approach andwill also capture the details of Biogas and CBGplants installed/supported since 2018 under
GOBARDhan Scheme of Department of Drinking
Water and Sanitation, Sustainable Alternative
Towards Affordable Transportation (SATAT) of
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36

Ministry of Petroleum and Natural Gas and Waste
to Energy Programme of Ministry of New andRenewable Energy.

Cleanliness campaign is a journey, which
will go on continuously. After getting rid
of open defecation, the responsibility has
increased now. After ODF, the country is
now working on the goal of ODF plus. Now
we have to improve the management ofwaste, be it in a city or a village. We haveto speed up the work of making wealthout of waste.
- Prime Minister Narendra Modi

RSK Inauguration, New Delhi, 8 August 202037

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Prime Minister Shri Narendra Modi with the Secretary-General of the United Nations
and Sanitation Ministers of the different country’s at the Mahatma Gandhi
International Sanitation Convention. October 2, 2018, New Delhi.

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Ministry of Information and Broadcasting

Government of India

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