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Abstract
The Swachh Bharat Abhiyan (SBA) also known as the Swacch Bharat Mission (SBM) aims at creating a clean India (both urban and rural) and has been instrumental in promoting better waste management and sanitation in the country. The program has generated awareness regarding need for: a) waste segregation and management, b) toilet construction to curb the evil of open defecation and c) good hygiene and sanitation in schools through various sensitization programmes and cleanliness drives. The present paper attempts to understand the role of Swachh Bharat Abhiyan in generating ‘cleanliness consciousness’ and making swachhta a national movement. The data has been generated through analysis of reports on Swachh Bharat Misision obtained through print and online media. The findings reveal that cleanliness drives have received a major boost in the country by making people view it as a national responsibility through their participation in SBM. The findings have been categorized under the following main themes: 1) cleanliness and nation: Promotion of sanitation, cleanliness and hygiene at the national level as a mass movement among citizens; 2) cleanliness and waste management: Launch of various initiatives to support waste management and segregation; 3) cleanliness and hygiene: construction of separate toilets in homes 4) cleanliness and health: Addressing health issues by supporting cleanliness 5) cleanliness in schools: Addressing issues of clean toilets and drinking water availability in schools.