Why was the Vruthi Campaign Launched?
- Shift in consumption patterns: Post-liberalisation, Kerala saw a rise in inorganic and non-biodegradable waste due to market-driven products.
- Urbanisation pressures: Agriculture’s share in GDP fell below 10%, altering traditional waste disposal practices.
- Public health risks: Issues like dog bites, zoonotic diseases, and worker fatalities (e.g., canal drowning) made waste management urgent.
- Gap between private hygiene and public cleanliness: Despite individual hygiene awareness, public spaces remained dirty.
Relevance: GS 2(Governance) ,GS 3(Environment and Ecology)
What is the ‘Vruthi’ Campaign?
- Meaning: ‘Vruthi’ denotes purity of body and mind.
- Launched: October 2, 2024.
- Scale: Mobilised ~25,000 people across government and civil society.
- Successes: Household waste collection coverage rose from 40% to 75% in a year.
- Core approach: Behavioural change, decentralisation, inclusivity.
Campaign Features and Strategies
- Local engagement: Haritha Karmasena, schools, artists, voluntary groups involved.
- Decentralised focus: Promotes localised, adaptable technologies like Black Soldier Fly composting, windrow composting.
- Technology-neutral: Solutions customised by locality; no one-size-fits-all model.
- Community-driven: Residents’ collectives, RWAs, schools, enterprises brought into waste governance.
Differences from Swachh Bharat Mission (SBM)
| Vruthi / Kerala Model | Swachh Bharat Mission |
| Bottom-up, people-centric | Top-down, bureaucratic model |
| Behavioural change focus | Infrastructure-focused (toilets, plants) |
| Decentralised, contextual solutions | Standardised supply-driven framework |
| Technology-neutral | Often tech-specific mandates |
Decentralised vs. Centralised Waste Management
- Not binary: Kerala explores a mixed approach, choosing what suits local needs.
- Successes:
- Centralised: Guruvayur Municipality.
- Decentralised: Local composting models.
- Failures:
- Centralised: Brahmapuram fire in Kochi due to mismanagement.
- Challenges: Local self-governments lack technical capacity despite funding increases.
Current Challenges
- Sustainability of efforts: Momentum largely state-driven — may falter if government focus wanes.
- Capacity gaps: Local bodies need professionalisation and technical support.
- Linear waste pattern: Shift needed towards circular economy.
- Extended Producer Responsibility (EPR): Requires stronger enforcement to reduce burden on public systems.
Path Ahead
- Embed behavioural change: “My waste, my responsibility” must reach every household and institution.
- Strengthen local institutions: Schools, RWAs, businesses, and worker collectives should be key partners.
- Model for India: Kerala’s decentralised, participatory urban sanitation can inspire other states.
