Kerala launched the ‘Vruthi’ campaign on October 2, 2024, to tackle the growing waste crisis through community engagement and behavioural transformation.

About Kerala’s Waste Management Campaign

• Vruthi focuses on cleanliness of mind and environment with participation from bureaucrats, schools, civil society, and sanitation workers.
  • The Slogan for the Campaign is “My Waste, My Responsibility”
• Malinya Muktham Nava Keralam integrates public health and sanitation as core developmental goals through localised campaigns and decentralised strategies.
• Adherence to Solid Waste Management Rules, 2016 mandating segregation at source, decentralised processing, and scientific disposal of residual waste.
• Extended Producer Responsibility (EPR), to ensure that producers manage post-consumer waste, reducing the burden on civic systems.

Kerala’s Waste Management Model Vs  Swachh Bharat Mission (SBM)

Black Soldier Fly (BSF) Composting   This method uses larvae of the Black Soldier Fly (Hermetia illucens) to decompose organic waste quickly. BSF larvae consume large quantities of food waste, converting it into protein-rich biomass (used as animal feed) and compost residue. Windrow Composting In this method, organic waste is piled into long rows (windrows) and periodically turned to maintain aerobic conditions. It is ideal for large-scale composting and helps reduce pathogens, odour, and moisture content effectively through natural microbial activity.

Future Roadmap

• Sustainability of Efforts: The campaign’s success hinges on consistent engagement.
  • If State support recedes, momentum may wane unless local capacity and public accountability are strengthened.
• Breaking Social Inertia: Widespread behavioural change across households and institutions is vital. Campaigns must internalise the idea that waste is a shared responsibility.
• Building People’s Collectives: Involving RWAs, schools, businesses, and worker groups as active stakeholders is essential for sustained cleanliness and better public health outcomes.

Conclusion

Kerala’s dynamic and participatory model, combining decentralised action with policy innovation, offers a replicable path for waste management across Indian cities.