J&K Continues Aggressive Outreach Under ‘Hamara Shauchalaya, Hamara Bhavishya’ (Nov 19–Dec 10)

 


Sameer Showkin Lone

Jammu, Nov 29: Hamara Shauchalaya, Hamara Bhavishya is an ongoing national-level behaviour change campaign under the Department of Drinking Water and Sanitation, Ministry of Jal Shakti, aimed at reinforcing the message that safe sanitation is not just an infrastructure requirement but a foundation for a healthy and dignified future. The campaign positions the toilet as a symbol of progress, preventing disease, protecting children, and ensuring improved quality of life in every household.

Across Jammu & Kashmir, the campaign is gaining momentum with active interventions from district administrations, field teams, IEC workers, block-level workers, etc.  The campaign focuses on community engagement, awareness generation, and strengthening of sanitation assets created under Swachh Bharat Mission (Grameen).

https://www.dailyexcelsior.com/dg-rural-sanitation-launches-hamara-shauchalay-hamara-bhavishya-campaign/

https://jkmonitor.org/index.php/science-and-environment/jmc-observes-world-toilet-day-with-awareness-program-at-channi-himmat

https://www.kashmirindepth.com/2025/11/19/world-toilet-day-dg-rural-sanitation-launches-ut-wide-sanitation-revival-under-hamara-shauchalay-hamara-bhavishya-campaign/

https://risingkashmir.com/hamara-shauchalay-hamara-bhavishya-campaign-dg-rural-sanitation-launches-ut-wide-sanitation-revival/

Key Achievements and Activities So Far

1. J&K wide 

Along side regional newspapers and news portals, a significant campaign milestone has been the coverage of #HamaraShauchalayaHamaraBhavishya on All India Radio, where right from the Director Rural Sanittaion who is also MD SBMG to the District and Block Level officers, Consultants, field worker voiced their message for community sanitation, toilet usage, waste management, and hygiene practices. This has given the initiative statewide visibility and reached rural audiences effectively.

2. District-Level Reviews & Monitoring

The Director General Anoo Malhotra along with other Officials and Consultants of the Directorate has undertaken intensive field visits to assess the preparedness, asset functionality, and community adoption of sanitation practices.

Key reviews include:

  • Poonch & Rajouri: DG Rural Sanitation conducted a comprehensive review of both districts, stressing that every shrine, due to high footfall, must be equipped with DEWATS systems for effective liquid waste management.

  • Block-wise meetings chaired by the DG with ACPs, BDOs, Executive Engineers (ExEns), AEs, and JEs have focused on filling gaps in SBM-G assets, strengthening liquid waste mechanisms, and ensuring readiness for the campaign rollout.

3. Strengthening Liquid Waste Management (LWM)

The campaign emphasizes that a toilet’s impact extends beyond construction, it depends on safe management of wastewater, greywater, and faecal sludge.

Key LWM activities promoted under the campaign include:

  • DEWATS installations at shrines, langars, community hotspots

  • Soak pits, leach pits, and greywater drainage channels

  • Faecal sludge management, including desludging support

  • Promotion of mobile/STP units in high-load areas
    This ensures that rural sanitation moves beyond the toilet structure to full-cycle cleanliness.

4. Strengthening Solid Waste Management (SWM)

The campaign pushes for systematic handling of rural waste through:

  • Multi-bin segregation

  • Daily collection via Panchayats

  • Solid–liquid management 

  • This aligns with the cleanliness message of "Hamara Bhavishya."

5. Community Engagement & Behavioural Change

A wide range of IEC and community-led activities are being mobilized:

  • Village meetings, rallies, Nukkad Nataks

  • School engagement activities

  • Sessions on toilet usage and waste management

  • Social media campaigns

6. Upcoming Events & Capacity Building

Under the campaign banner, several trainings and sensitization workshops are rolling out:

  • Capacity building of field functionaries and district officials on liquid waste management, faecal sludge management, and effective use of SBM-G assets

  • Block-level planning to ensure 100% toilet usage and saturation

7. Campaign Vision Going Forward

“Hamara Shauchalaya, Hamara Bhavishya” envisions:

  • Every household using and maintaining toilets

  • No open defecation under any circumstances

  • Safe disposal of all wastewater and faecal sludge

  • Clean villages through robust solid and liquid waste systems

  • Sustained behaviour change embedded in community culture

The campaign aims to convert sanitation facilities into long-term community assets and transform villages into healthier, cleaner, and more dignified living spaces.









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