Srinagar, July 06: Lieutenant Governor Manoj Sinha unveiled a series of innovative initiatives by the Rural Development Department to establish the Shri Amarnath Ji Yatra as a zero-landfill pilgrimage.
These initiatives, which include reusable cloth bags, a Yatra Anthem promoting sustainable and responsible tourism, and a MIS Portal and Web App for waste process monitoring, were launched today.
During his address, the Lt Governor praised the Rural Development Department and Swaaha Resource Management for their commendable work. He emphasized the government’s commitment to achieving a zero-waste pilgrimage, aiming to transform the Information, Education, and Communication Campaign into a Behavioral Change Communication model. The Lt Governor highlighted the importance of effective solid waste management and the need for profound responsibility towards the environment, protection of natural heritage, and the sustainable use of natural assets.
The Lt Governor emphasized that this year’s Shri Amarnath Ji Yatra’s Swachh Campaign symbolizes the government’s dedication to safeguarding spiritual, cultural, economic, and ecological values. Utilizing IT tools and maximizing the use of renewable energy sources will ensure a clean, pure, and unique experience for the pilgrims.
Applauding the Rural Development Department for their outstanding work in solid waste management during the previous year, the Lt Governor encouraged them by stating, “Your biggest competition is you.” He acknowledged their achievements in recycling and suggested replicating their integrated efforts and waste management model for other pilgrimages. He further announced plans to direct the Shri Mata Vaishno Devi Shrine Board to study and implement this model.
The Lt Governor shared feedback received from pilgrims and highlighted the accomplishments registered on various parameters related to the yatra’s organization this year.
As part of the ceremony, the Lt Governor released the Insignia, IEC material, and guidelines for the Sustainable and Zero Landfill Yatra campaign. The Rural Development Department has collaborated with Swaaha Resource Management for these initiatives. The Yatra Anthem, sung by renowned Bollywood singer Shaan Mukherji, aims to raise awareness about sanitation and sustainability.
To educate and sensitize pilgrims and other stakeholders about cleanliness, zero landfill practices, and the avoidance of plastic, movable inflatable mascots, touch screen kiosks, audio jingles, guidelines for pilgrims and langers, IEC posters, and banners have been designed. Additionally, free reusable cloth bags are being distributed to ensure a polythene-free yatra experience for the pilgrims.
The ceremony at Raj Bhawan was attended by Dr. Mandeep Kumar Bhandari, CEO of the Shri Amarnath Ji Shrine Board, Ms. Mandeep Kaur, Commissioner/Secretary of Rural Development and Panchayati Raj, senior Rural Development Department and SASB officers, and representatives from Swaaha Resource Management.
