Srinagar, July(KNS): Jammu and Kashmir's annual Amarnath Ji Yatra is undergoing a significant transformation under the leadership of IAS Mandeep Kaur, Commissioner Secretary of the Housing and Urban Development Department (HUDD) J&K.

This year's pilgrimage is setting new standards for sustainable tourism by emphasizing cleanliness, waste management, and a commitment to a single-use plastic-free environment.

Building on her previous success with the Rural Development Department, where she achieved a zero-landfill Yatra in 2022 and 2023, Kaur has launched a comprehensive Information, Education, and Communication (IEC) campaign aimed at promoting environmentally responsible behavior among pilgrims.

The awareness campaign has been meticulously orchestrated to reach pilgrims at various touchpoints. Inspirational hoardings, banners, and posters are displayed at Urban Local Bodies (ULBs), district entrances, and city exits. Additionally, toilets along the Yatra route and Yatri Niwases (pilgrim accommodations) are utilized as platforms to reinforce the message of environmental responsibility. The initiative is further supported by IIT Indore's startup Swaaha, which directly engages with pilgrims at each ULB to foster eco-friendly practices. Digital intervention is another key component, with the Yatramitra.app providing essential information, weather updates, emergency helplines, and a feedback platform. A digital screen at Pantha Chowk also features orientation videos to keep pilgrims informed.

For the first time, Nukkad Nataks (street plays) are being performed across all ULBs, including Lal Chowk in Srinagar. These street performances offer an engaging and entertaining way to inspire responsible behavior among pilgrims. To complement these efforts, Swaaha has distributed 50,000 free sustainable kits, which include a steel water bottle, glass, spoon, bamboo toothbrush, cloth hand towel, and cotton bag.Click Here To Follow Our WhatsApp ChannelThis initiative is expected to replace an estimated 35 lakh single-use plastic items.

Strategically placed Water ATMs at Yatri Niwases encourage pilgrims to refill their bottles, potentially eliminating around 3.5 million single-use plastic bottles. Additionally, thousands of permanent and temporary toilets have been installed along the Yatra route to ensure cleanliness and accessibility, in line with Jammu and Kashmir’s status as an Open Defecation Free (ODF) state.

The impact of the campaign is already visible in the positive behavioral changes observed among pilgrims, with testimonials reflecting the initiative's success. There has been a noticeable reduction in waste along the route, indicating improved environmental practices. The distribution of the 50,000 sustainable kits alone has the potential to prevent between 2.1 million and 3 million single-use plastic items from entering the environment. This significant reduction in plastic waste contributes to reduced landfill burden, promotes sustainable practices, and enhances Jammu and Kashmir’s image as a responsible and eco-friendly destination.

The initiative, under the guidance of Ms. Kaur and her team—including IAS Rahul Yadav (JMC Commissioner), Dr. Owais (SMS Commissioner), Puneet Sharma (Director Jammu ULB), Ms. Matoora Masoom (Director Kashmir ULB), and Sameer Sharma (CEO of Swaaha)—has transformed the Amarnath Yatra into a model for sustainable events across India. This campaign demonstrates the power of collaboration, innovation, and a shared commitment to environmental well-being, setting a precedent for a cleaner future not only for Jammu and Kashmir but for the entire nation.(KNS).