The Mangalore Regional Centre of the ICAR–Central Marine Fisheries Research Institute (ICAR-CMFRI) took a leading role in the national Swachhta Pakhwada, orchestrating a comprehensive fortnight of activities from December 16 to 31. The campaign blended internal campus hygiene drives with significant community outreach, focusing on environmental stewardship and sustainable practices.
Institutional Commitment and Internal Cleanup Drive
The programme was formally inaugurated with all staff members taking the Swachhata Pledge, administered online by the director of ICAR-CMFRI based in Kochi. To spread the message widely, the institute leveraged its social media channels and displayed informative IEC materials at its entrance and selected beach spots.
Within the campus, a dedicated awareness session educated staff on the correct disposal of single-use plastics, tea cups, and other common waste. This was followed by tangible action: a thorough cleanup operation saw the disposal of scrap and obsolete equipment, deep cleaning of offices and corridors, and a review of housekeeping services. The institute also undertook weeding out junk materials and unwanted vegetation to uphold a clean, green, and hygienic environment.
Engaging Farmers and Tackling Coastal Plastic Pollution
Marking Kisan Diwas (Farmer's Day) on December 23, the centre invited local farmers for an interactive session to discuss agricultural challenges. Officials also informed them about the VB-G RAM G scheme, which enhances rural employment guarantees to 125 days per household, links jobs to durable infrastructure, and uses biometrics and GIS for transparency.
The campaign's crescendo was a large-scale community mobilization at Tannirbhavi Beach on December 29. Recognising the severe threat of plastic pollution to coastal ecosystems and fishing communities, ICAR-CMFRI organised a plastic waste shramdaan (voluntary labour). A signature campaign reinforced personal commitments to a plastic-free beach, and participants received caps emblazoned with the Swachhta message.
A Model for Sustainable Community Action
The ICAR-CMFRI Mangaluru's Swachhta Pakhwada initiative stands out for its multi-pronged approach. It successfully integrated internal institutional responsibility with proactive public engagement. By addressing waste management at its source on campus and extending efforts to a critical public space like Tannirbhavi Beach, the centre demonstrated a holistic model for environmental care. The inclusion of the farming community further broadened the campaign's impact, linking hygiene, environmental health, and rural welfare into a cohesive message of sustainable development for the region.
