an initiative of Imagindia


The methodology of Come, Clean India campaign is based upon a “Mechanical Gear Model”. In order for us to have a clean India, we need to shift the gears of – behavior, infrastructure, and policy in India towards the lands, waters, and air of India. Plus, we need to hold the hand of science and compassion as we shift the gears. Come, Clean India endeavors to seek and connect your passion to shift the gears of the engine of India towards a clean India. The key to this model is that the gear that you empower has to engage with the larger engine of India.


The Mechanical Gear Model has following cogs:

  • Volunteering Activities
  • Awareness Campaigns
  • Policy Advocacy
  • Scientific Solutions
  • Efficient Governance
  • Local and National Modeling
  • Inspiration and Incentive Mechanisms
  • Hub and Network Engine
  • Campaign Sustainability


The economist Simon Kuznet postulated in an arguable study in the 1950s that nations see marked improvement in cleanliness when the per capita income reaches $4,000. India’s per capita income will not reach that number for at least another 20 years, but there is every possibility that India will become much cleaner within next 3-5 years, and reach a level of significant cleanliness in 7-10 years.

With a vastly changing demographic where over half of the country is under the age of 25, accompanied with rapid spread of awareness and information and communication technologies, there is a growing mass of young and old who are now CHOOSING to say YES to a clean India. To recognize these efforts, and to inspire crowdsourcing for cleanliness initiatives, we have made a separate section on this website which tracks such citizen led activism across India - India @ Work

Litter attracts litter. This is a cardinal principle of clean public spaces. This cycle of behavior has to be changed – through improved civic habits, and through improved infrastructure. Poor, and often absent, infrastructures of sewerage, sanitation, waste management combined with civic insensitivity to littering is the key challenge that has to be overcome in India.

Mayor Guliani made a radical difference to crime in New York based on a similar principle, when he declared “No broken windows”. Petty crime that is not curbed creates breeding ground for, and encourages larger crimes.

Similarly, by having zero-tolerance to the very first piece of litter we can prevent the mountains of filth we see in and around the towns and cities of India.


“To litter is simply NOT cool” is increasingly becoming a social norm, especially among the children and youth. But for it to spread wide and fast, it needs us all to change our habits – and the help of a simple waste-bin! Waste-bins are virtually nowhere to be seen in the public spaces of India. Come, Clean India accords this weakness a top priority, and needs your help to Come, Bingo!


The Mechanical Gear Model gives strategic direction and process to Come, Clean India.