ANALJIT SINGH
CHAIRMAN, MAX INDIA
"When the Honourable Prime Minister, launched the Swach Bharat Abhiyaan, he was aware that an effective long lasting solution would call for behavioural change in the way we look at cleanliness and sanitation. It is not surprising, that Indian homes would be spic and span, but the outside neighbourhood and surroundings would be full of filth. It is this parochial thinking that needs to change. There has to be a sense of responsibility and belongingness that goes beyond immediate homes and extends to neighbourhood, community and nation. It is not that difficult, especially if we set up and highlight the right examples. The Delhi Metro is an apt illustration that when people feel a sense of belongingness and responsibility towards an asset, then we can create world class exemplars of cleanliness and efficiency. The India Sanitation Coalition, targets at bringing about this behavioral change through right interventions, engagement with the governments, messaging and dissemination of best practices. The idea is to inculcate an approach of zero tolerance for filth in any form. As Father of Nation put it so eloquently. I will not let anyone walk through my mind with their dirty feet."