Srinagar, July 31: The annual Shri Amarnathji Yatra in Jammu & Kashmir is witnessing a remarkable transformation driven by a passionate commitment to cleanliness, waste management and a single-use plastic-free pilgrimage. Under the leadership of Mandeep Kaur, Commissioner Secretary of the Housing and Urban Development Department (HUDD) J&K, this year’s yatra is setting a new benchmark for responsible tourism in the country.
Drawing on her successful experience as Commissioner Secretary of the Rural Development Department, where she spearheaded a zero-landfill yatra in 2022 and 2023 (a case study at COP28 by UN with Microsoft and a Skoch Award winner), Kaur has spearheaded a comprehensive Information, Education, and Communication (IEC) campaign. This multi-pronged approach aims to influence pilgrims’ behaviour throughout their journey, fostering a sense of environmental responsibility.
A well-orchestrated awareness campaign
• Spreading the Message: Inspirational hoardings, banners, and posters adorn each participating Urban Local Body (ULB) and district, along with city entrances and exits. Toilets on the yatra route and Yatri Niwases (pilgrim accommodation) also serve as platforms for awareness.
• Engaging with Yatris: IIT Indore’s startup Swaaha is playing a crucial role by interacting with pilgrims directly in each ULB.
• Digital Intervention: A dedicated Yatramitra.app empowers pilgrims with essential information, weather updates, emergency helplines, and a platform for feedback. A digital screen at PanthaChowk keeps them informed with orientation videos.
• Power of Entertainment: For the first time in J&K, NukkadNataks (street plays) are staged across all ULBs, Lalchowk of Srinagar offering an entertaining avenue to inspire responsible behaviour.
Equipping pilgrims for sustainability
• Sustainable Kits: Swaaha has designed and distributed 50,000 free kits, replacing an estimated 35 lakh single-use plastic items. These kits consist of a steel water bottle, glass, spoon, bamboo toothbrush, cloth hand towel and cotton bag.
• Water ATMs: Strategically placed Water ATMs at Yatri Niwases encourage pilgrims to refill their bottles, further reducing dependence on single-use plastic water bottles. This initiative is projected to eliminate around 3.5 million disposables.
• Toilets Installed across the yatra route: The department has arranged and installed thousands of toilets permanent and temporary for yatra as J&K is ODF-free state which has been cleaned round the clock and is available in all 19 ULBs of yatra route.
Witnessing the change
The campaign’s impact is evident in the positive behavioural changes observed amongst pilgrims. Their happy testimonials are a testament to the success of this initiative. A visible decrease in waste on the route is evidence of this behavioural change.
Environmental impact
By providing 50,000 sustainable kits, the AmarnathYatra initiative has the potential to prevent between 2.1 million and 3 million single-use plastic items from entering the environment. This significant reduction in plastic waste will have a positive impact on several fronts:
• Reduced landfill burden: Single-use plastics contribute significantly to landfill waste.
Reducing their usage helps conserve landfill space and prolong their lifespan.
• Promotion of sustainable practices: The distribution of sustainable kits encourages a shift towards reusable alternatives, fostering a culture of environmental consciousness among pilgrims.
• Positive brand image: This initiative enhances Jammu and Kashmir’s image as a responsible and environmentally conscious region, attracting eco-conscious tourists.
It’s important to note that these are estimates based on assumptions. The actual impact could be even greater if the usage of single-use plastics was higher than estimated or if the kits have a cascading effect on reducing plastic consumption beyond the Yatra.
Additional factors to consider
• The durability and reusability of the kit components.
• The potential for recycling or proper disposal of the kits at the end of their lifecycle.
• The behavioural change among pilgrims and the long-term impact of the initiative. By addressing these factors, the environmental benefits of sustainable kits can be maximised in the coming years.
A model for the nation
The dedication of Kaur and her team, including Rahul Yadav (JMC Commissioner), Dr Owais (SMS Commissioner), Puneet Sharma (Director Jammu ULB), Mathoora Masoom (Director Kashmir ULB), and Sameer Sharma (CEO of Swaaha), has transformed the Yatra into a model for sustainable events across India.
This inspirational campaign by HUDD J&K serves as a beacon, demonstrating the power of collaboration, innovation, and a shared commitment to environmental well-being. The success of the Amarnath Yatra paves the way for a cleaner future, not just for Jammu & Kashmir, but for the entire nation.
