Pink City goes Green and Clean
Written by
09/05/2022

Dumping waste on the roadside is a major waste disposal problem in several cities across the country. In Jaipur, one NGO has found an innovative solution to not just beautify the streets but also bring in a behavioural change. Through its ‘Rang De Jaipur’ campaign, Contree has started painting wall murals across Jaipur. The walls […]

Dumping waste on the roadside is a major waste disposal problem in several cities across the country. In Jaipur, one NGO has found an innovative solution to not just beautify the streets but also bring in a behavioural change.

Through its ‘Rang De Jaipur’ campaign, Contree has started painting wall murals across Jaipur. The walls chosen are mostly dirty dumping sites. The idea is to bring a behaviour change among the people of the city and improve on their waste disposal habits.

Rohit Agarwal, Founder & CEO, Contree says that their team eyes behavioural change in the residents’ waste dumping habits. “People in general, when they look at a beautiful wall which used to be very poorly kept before, get motivated to not ruin it again or dump waste there,” he says.

So far, the NGO claims to have painted murals on at least four lakh square feet of area in more than 250 projects across the city.

“This is the behavioural nudge that we wanted to deploy through our Rang de campaign. And we hope that brings a long-term behavioural change amongst people,” he added.

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Written by
With previous stints at The Hindustan Times and Newslaundry, Nikita is interested in telling stories about climate change and it's effect on our day-to-day lives. She has previously enjoyed her role as a print reporter and believes in producing fact-based stories. At LetMeBreathe, she is exploring the digital medium and believes that videos are the most powerful medium for portraying realities to create change and evoke empathy.
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