The Department of Financial Services (DFS), under the Ministry of Finance, launched the “Swachhata Hi Seva – 2024” campaign in New Delhi to promote a strong commitment towards cleanliness and sanitation. This initiative is part of the larger Swachh Bharat Mission, which began in 2014 to inspire a nationwide behavioral change towards cleanliness. The theme for this year is “Swabhav Swachhta Sanskar Swachhata.”
Over 120 organizations under DFS and more than 86,000 branches of financial institutions are expected to join this campaign. A key highlight of the launch was Secretary Shri Nagaraju Maddirala administering the Swachhata Pledge to senior officials from Public Sector Banks (PSBs), Public Sector Insurance Companies (PSICs), Public Sector Financial Institutions (PSFIs), Regional Rural Banks (RRBs), and other attached offices. This event was conducted via a video conference (VC), with nodal officers and SLBC/UTLBC convenors also participating.
The campaign aims to clean up black spots (garbage dumping areas), initiate a plantation drive called “Ek Ped Maa Ke Naam,” and organize various outreach programs such as Nukkad Natak and exhibitions on sanitation themes. These activities are scheduled to take place from September 17 to October 2, 2024, with more than 6,200 events already registered on the Swachhata Hi Seva (SHS) portal. The events are geographically mapped, allowing citizens to participate in nearby activities.
Financial institutions are also encouraged to set up exhibitions focusing on waste segregation, recycling, and composting. Additionally, NABARD and RRBs are organizing Nukkad Natak events to raise awareness about cleanliness and financial literacy.
Lead District Managers across the country have been tasked with identifying and transforming at least five black spots in each district during the campaign period. With the involvement of bankers, volunteers, and local citizens, the initiative aims to make a significant impact on cleanliness nationwide.
