Kaise Banega Swachh India – Swachhta Ki Pehel | BSI

Dettol & Harpic, in collaboration with “Jagran Pehel” came up with an initiative named “Swachhta ki Pehel” which is aimed at making 200 villages of UP and Bihar Open Defecation Free zones. “Pehel,” literally meaning initiative, signifies their efforts as change agents for inclusive and sustainable social development and their commitment towards amplifying people’s voices. The program intends to create “Sanitation Change Leaders” who can ensure that the efforts are sustainable.

With a 360 degree approach, grassroots governance structures are being strengthened and change leaders are being identified from PRIs/N&FBLs/FLWs/Mothers & Caregivers/Community. The method used is now commonly referred to as “Changing Mind-sets through Sanitation Change Leaders.” It has strategically chosen four key change leader groups: Panchayati Raj Institution Members, Faith-Based Leaders, Frontline Workers (Accredited Social Health Activists, Anganwadi Workers and Auxiliary Midwives), and Mothers. This approach enables the consortium to ensure that on-ground execution is flawless while ensuring mass outreach.

With the help of training, capacity building and appropriate BCC/ IEC tools, they are equipped to induce good sanitation practices in the community to make these 200 villages ODF zones. The change agents are actively involved in awareness generation aimed towards behavioural change and advocacy on social issues through innovative means of mass communication throughout the country.


  • Geography: Kannauj, Etawah, Varanasi and Bhagalpur of Uttar Pradesh and Patna, Samastipur districts of Bihar respectively
  • About 85,205 households were reached and around 18,000 change leaders were mobilised
  • 200 Panchayati Raj Institution members, 270 natural & faith based leaders and 300 frontline health workers (ASHAs) were trained, 12,000 mothers & caregivers reached


  • Geography: 7 states - Uttar Pradesh, Bihar, Rajasthan, Gujarat, Maharashtra, Telangana, Andhra Pradesh
  • It targets to mobilise 16,92,080 change leaders in communities
  • Around 9,892 villages out of 26,032 villages will achieve open defecation free/ near open defecation free status.
  • With the help of people’s participation, 21,24,211 toilets will be constructed.
  • 26,032 Panchayati Raj Instituion Members, approximately 30,000 natural & faith based leaders and 26,000 frontline health workers (ASHAs) are to be trained.
  • Approximately 45,000 mother & caregivers are to be reached.

In Phase-I

  • 75 villages out of 200 villages achieved open defecation free status
  • 6,120 toilets were constructed through people’s participation – signifying a 12% increase in toilets
  • 100% of households in these 200 villages are more aware of the importance of hand washing at critical times through home to home demonstration.