NMC Reappoints Silent ‘Swachh' Ambassadors, Overlooks Real Ground-Level Champions

Time of India

4 hours ago

Nagpur: In yet another instance of tokenism trumping accountability, the Nagpur Municipal Corporation (NMC) on Friday reappointed 10 individuals as Swachh Bharat brand ambassadors — despite the fact that most of them were inactive throughout the past year.
Shockingly, some didn't even attend their own reappointment ceremony.
According to insiders and civic records, barring a civic activist and a homemaker — both of whom consistently supported NMC-led cleanliness campaigns — the rest of the ambassadors neither showed up for official initiatives nor launched any public awareness activities independently. Despite this, the civic body once again handed out the honorary titles, ignoring grassroots workers who have been relentlessly promoting hygiene, waste segregation, and sustainable practices in the city.
A senior NMC official summed up the frustration: "We see housing society groups conducting composting workshops, young volunteers organising street cleaning drives, and NGOs educating slum clusters on segregation. But these names — mostly influencers, radio jockeys, bloggers, and fitness coaches — have done virtually nothing for the cause."
Shockingly, at least three of the reappointed ambassadors did not even turn up for the installation event.
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Yet, their absence didn't deter additional municipal commissioner Vasumana Pant and chief sanitation officer Dr Gajendra Mahalle from handing out offer letters to eight others at a function.
Defending the reappointments, Dr Mahalle claimed, "They often participate in civic body events," though NMC failed to provide any Swachh Bharat awareness programme which they either attended or organised awareness drives in their localities.
The current list includes a mix of digital influencers with thousands of followers, a sportsperson with marathon credentials, a transgender representative, and individuals from entertainment and wellness backgrounds. But residents question the effectiveness of giving out ceremonial titles without any performance audit.
"There's zero accountability. This is a publicity stunt that insults the work of hundreds of citizens who sweat it out for cleanliness without any recognition," said a civic group member from Dharampeth.
With the city fairing poorly in Swachh Survekshan rankings since the last couple of years, critics argue that Nagpur's symbolic approach could hurt its performance in future rankings too, which increasingly rely on authentic citizen participation. Without a structured evaluation framework or criteria for impact, the brand ambassador initiative risks becoming irrelevant.
"If NMC is serious about cleanliness, it must stop chasing popularity and start rewarding dedication," said a vigilant citizen. "Otherwise, these invisible ambassadors will only tarnish the very mission they're supposed to lead."