Follow the link to this amazing video of a model village in Jajpur, Odisha (credits: respective owner)
Numerous such videos of villages in India show transformation into model villages. They do so by making aesthetically pleasing public roads, shelters, greenery and community-centers.
A few years back, I used to tweet that why should the Swachh Bharat Abhiyan be transformed into Sundar Bharat Abhiyan. Here, I would like to elaborate on this dream as much as I can.
Sundar or Beauty is a core part of the human psyche. Every person in any corner of Earth has a soft-spot for their homeland. For us Indians, it is the village we hail from. Lately, states are becoming prominent. But, it is the village or town or city that forms the homely space in our hearts. In 2014, when the Swachh Bharat Abhiyaan was launched by the Indian PM, it was conceived towards cleanliness and hygiene. Although late, the effort succeeded due to rising awareness of the issue, increasing the socio-economic condition of villages since 1991 LPG reforms and political will of the Modi-led BJP government at the centre. In the past 10 years, I recognize the Swachh Bharat (Clean India) scheme as the most important social reforms of the BJP. As the country again descends into political uncertainty, it is only apt that the government which initiated this policy lays down the foundation of its successor.
Sundar Bharat Abhiyaan:
India is one of the most diverse countries in the world: culturally, linguistically, biodiversity-wise and even considering her geographical extremes. Beauty, is blessed in this land by nature in excess.
Why? India has not been able to raise tourism inflow from foreign countries substantially and it is concerning. India can offer extensively superior tourism-friendly experience if it addresses infrastructure and human resources. There is one other ingredient that has not faded well- the space surrounding public places. As urbanization progresses, her cities and villages are witnessing an imbalance in waste creation vs disposal. There is another issue: restoration/maintenance of aesthetics after infra-development is complete.
Let us take the example of Market-places. Such as Lajpat Nagar, Mg Road, Sarojini, Colaba causeway, Pondy Bazaar, etc. They are numerous and flourishing in most cities. Although, these count among the costliest markets, they all lack an aesthetic experience. The most popular local adaptations seen in Indian streets is the depiction of God’s, heroes or some creativity in the market squares or road cross-sections. Temples are another locally attractive addition to her streets. There needs to be sequential change to bring more aesthetics. There is dirt, waste and a non-existent community effort at indigenous flavour in these markets. One can say that shopkeepers in India’s marketplaces are solo players, except their unions or during festivities.
Sundar Bharat Abhiyaan should be quintessentially designed to appeal to the Indian psyche- that outside homes of people is also a home. It attempts to become an umbrella scheme for various programmes which can better public-experience via community-efforts.
For example: green spaces, vehicle-free shopping zones, public wifi, lounges, clean roads, personalized market decor, appealing paint, poster-ready ambient selling environments, hanging gardens, local information boards, tourist-friendly transport services, multi-language friendly services, awareness about privacy of people, etc. I hope you spend some time to add more suggestions that matter to you.
The horizon for Sundar Bharat Abhiyaan has to be very broad- it has to be an enabler, not enforcer. This changes how Swachh Bharat Abhiyaan was implemented via public discipline measures. The cognitive push for an aesthetic and pleasing surrounding is the driving factor for Sundar Bharat. City transport hubs, local train toilets, public markets, parks, school surroundings, riverbanks, village and colony roads, balconies, rooftops, etc are all small and significant entities that can be made better for the public. Not only tourists!
Model clean villages such as the Mawlynnong in Meghalaya, Punsari or Dhaj in Gujarat, or Pingeman in Maharashtra, or the Muthalamada railway station in Palakkad, Kerala are each a very definition of locally-attractive, unique as well as community-led success stories. Himalayan tourism areas in Uttrakhand or Himachal Pradesh also depict the beauty of locally entrenched cultures welcoming modernity in their own ways.
While travelling to Sikkim, I saw markets which were so beautiful because flower pots, hanging gardens and cleanliness was spot-on. Even shopkeepers selling cigarettes asked me to stop smoking in public! Love that place.
Language, Respect & Courtesy: Beauty is psychology. There is a peculiar way of Himachali people who speak soft, very-determined showing that they are happy in the presence of others. I have seen this at times with people from tribes, sometimes villages. Places where tourism rises are not always the most gorgeous ones offering elaborate views of nature. Rather, it is a sense of security which again comes from indigenous people. Privacy, hospitable service, accommodating language, patient behaviour and ability to connect irrespective of language barriers are critical to ensure this.
Sundar Bharat Abhiyaan also needs to address certain foundational aspects of communication among certain communities, such as drivers, shopkeepers, public-servants, etc. This element is critical in ensuring the fundamentals among the public faces.
Entrepreneurship can be significantly boosted as the scheme unfolds. Such as gardening services, creative-painting, decor services, sales for aesthetic-oriented works, etc. Jobs such as professional gardeners/florists, maintenance and cleaning staff, etc will become popular as people associate aesthetics as an important addition to their livelihood. My imagination is curtailed and I bet you can think of many other such jobs!
Political timing: Sundar Bharat Abhiyan could not come at a better time. The government needs a change in approach to public engagement at this hour. Social-media friendly and neutral messaging can fulfill the bridging requirements for the ruling party. Sundar Bharat Abhiyan can send the right message. It will be effective in quickly showing changes to the public. The only concern is corruption and if the programme is designed as a community-led approach, it can be minimised. Rating and public opinion should be very actively promoted to rate public markets and public-spaces. Transparency can be achieved via AI tools to automatically categorise public images and form balanced opinions.
Sundar Bharat Abhiyaan is important for the country and it is the need of the hour. Hospitality & Tourism is quintessential for the country’s service sector as IT growth plateaus. The change must come from the people, with the government acting as an enabler. Hope the clever bureaucrats find appropriate policies for this.
Jai Hind!
Let us know what you think.