Through the Community Resource Management programme, Development Alternatives, in partnership with TATA TRUSTS, supported by the Nagar Nigam, Haridwar under the Nirmal Haridwar Project executed an intensive 12-day Ganga Cleanliness and Awareness Campaign. Deployed across major pilgrimage routes, ghats, and public junctions, the initiative combined single-use plastic elimination, ghat cleanliness, and strategic behaviour-change communication to safeguard the local river ecosystem.

Carried out under the supervision of Mr. Nandan Kumar, Municipal Commissioner, Mr. Deepak Goswami, Deputy Municipal Commissioner, with support from Chief Sanitary Inspectors: Mr. Sanjay Sharma, Mr. Sunil Malik, Mr. Vikas Chhachar, and Sanitary Inspector Mr. Anil Kumar and all other Nagar Nigam officials mobilised the campaign for Information, Education, and Communication (IEC) teams stationed at dedicated ‘Green Chaukis’ (Green Booths). Utilising Public Announcement (PA) systems, targeted awareness jingles, and interactive selfie points, teams actively engaged devotees to reinforce messages on source segregation, designated dustbin usage, and maintaining litter-free ghats.

The multi-channel outreach connected directly with approximately 30,000 pilgrims through interpersonal interactions and public sensitisation. As part of the campaign's proactive plastic mitigation drive, 10,850 single-use plastic bags were successfully collected and exchanged for biodegradable alternatives, encouraging devotees and visitors to adopt environmentally responsible practices. .

By uniting municipal leadership, institutional support, and pilgrim action, the initiative underscored Development Alternatives’ ongoing commitment to decentralise urban sanitation, demonstrating how targeted grassroots engagement can protect fragile ecological and cultural heritage. .