Mangaluru: As part of the nationwide Swachhta Pakhwada campaign observed from December 16 to 31, the Mangalore Regional Centre of the ICAR–Central Marine Fisheries Research Institute (ICAR-CMFRI), Mangaluru, organised a series of cleanliness, awareness, and community outreach activities aimed at fostering hygiene, environmental responsibility, and sustainable waste management practices. The initiative covered both the institute campus and the popular Tannirbhavi Beach, reflecting a holistic approach to cleanliness that integrates institutional responsibility with community participation.
The campaign began with the administration of the Swachhata Pledge, which was delivered online by the Director of ICAR-CMFRI, Kochi. All staff members of the Mangaluru Regional Centre actively participated, reaffirming their commitment to cleanliness and responsible environmental practices. Officials said the pledge set the tone for the fortnight-long programme, reinforcing the idea that cleanliness is a collective responsibility.
Awareness initiatives on campus
Throughout the Swachhta Pakhwada period, swachhata awareness messages were disseminated through the institute’s official social media platforms to reach a wider audience beyond the campus. In addition, information, education, and communication (IEC) materials were prominently displayed at the entrance of the institute and at selected locations along Tannirbhavi Beach to sensitise staff, visitors, and the general public.
A dedicated swachhata awareness presentation was organised for staff members, focusing on the proper disposal of single-use plastics, tea cups, and other commonly used materials on the campus. The session highlighted the long-term environmental impact of improper waste disposal and emphasised the importance of segregation of waste at source.
Officials noted that special emphasis was placed on reducing plastic usage within the campus, in line with national and institutional sustainability goals. Staff members were encouraged to adopt reusable alternatives and follow best practices in waste management.
Cleanliness and housekeeping measures
As part of the internal cleanliness drive, several practical measures were undertaken to improve hygiene and aesthetics across the campus. These included the disposal of scrap items and obsolete equipment, thorough cleaning of offices, corridors, and common premises, and a comprehensive review of housekeeping services to ensure consistent standards of cleanliness.
The institute also undertook the weeding out of junk materials and removal of unwanted vegetation to maintain a clean, green, and hygienic campus environment. According to officials, these activities not only enhanced the visual appeal of the campus but also contributed to better safety and improved working conditions for staff and visitors.
The sustained focus on housekeeping during the campaign was seen as an opportunity to assess existing systems and introduce improvements where necessary, ensuring that cleanliness standards are maintained beyond the Swachhta Pakhwada period.
Farmers’ interaction on Kisan Diwas
In a parallel initiative aligned with community outreach, ICAR-CMFRI observed Kisan Diwas (Farmer’s Day) on December 23 by inviting farmers to the institute for an interactive session. The programme provided a platform for farmers to share their agriculture-related issues and concerns directly with scientists and experts.
During the interaction, farmers were also informed about the VB-G RAM G scheme, which replaces the Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA). The scheme enhances rural employment guarantees to 125 days per household, links employment to the creation of durable rural infrastructure, and incorporates modern technologies such as biometrics and geographic information systems (GIS) to improve transparency and implementation.
Officials said the session helped strengthen the institute’s engagement with the farming community and highlighted the interconnectedness of agriculture, fisheries, and rural livelihoods.
Beach clean-up and plastic waste shramdaan
Recognising the growing threat of plastic pollution to coastal ecosystems, fishing activities, and local communities, ICAR-CMFRI organised a large-scale plastic waste shramdaan and community mobilisation programme at Tannirbhavi Beach on December 29. The beach clean-up drive saw enthusiastic participation from staff, volunteers, and members of the public.
Large quantities of plastic waste and other debris were collected during the drive, underscoring the scale of the pollution challenge facing coastal areas. Officials noted that such pollution not only affects marine biodiversity but also poses risks to fisheries, tourism, and public health.
A signature campaign was conducted alongside the clean-up activity, during which participants pledged their commitment to maintaining a clean and plastic-free Tannirbhavi Beach. To further promote awareness and create a sense of shared responsibility, caps bearing the Swachhta Pakhwada message were distributed to all participants as a symbolic gesture.
Emphasis on sustainability and community participation
ICAR-CMFRI officials stated that the Swachhta Pakhwada activities were designed not merely as one-time events, but as part of a sustained effort to build awareness and encourage behavioural change. By combining campus cleanliness initiatives with community outreach and environmental action, the institute aimed to demonstrate the practical application of swachhata principles.
The involvement of staff, farmers, and the wider public reflected the belief that environmental protection and cleanliness require active participation from all sections of society.
Conclusion
The Swachhta Pakhwada campaign organised by the ICAR-CMFRI Mangaluru Regional Centre successfully brought together awareness, action, and community engagement to promote cleanliness and environmental responsibility. From campus-level initiatives to large-scale beach clean-up efforts, the programme reinforced the message that sustainable waste management and hygiene are essential for public health, ecological balance, and long-term development. Officials expressed hope that the momentum generated during the campaign would continue to inspire responsible practices throughout the year.