In a remarkable step towards sustainable celebrations, the Punaravartan campaign in Pune is leading the charge towards zero waste during Ganesh Chaturthi festivities. Last year, in 2022, Pune accomplished an impressive feat by collecting 23,000 kg of clay after the immersion of clay Ganesh idols at 50 locations across the city. This clay was then returned to artisans for reuse, marking a significant milestone in the journey towards eco-friendly celebrations.
The Punaravartan campaign was initiated by the eCoexist Foundation in 2020 with the objective of exploring the recycling potential of shaadu clay, a non-renewable resource that contributes to clay deposits when immersed in natural water bodies.
In 2022, the campaign witnessed the collaborative efforts of over 20 city-based organizations, involving 150 societies and engaging more than 200 volunteers on the ground. This collective action significantly scaled up the campaign’s impact.
Organizations such as CEE, SWaCH, Social Seva Initiatives, Jeevit Nadi, Oikos, Poornam Ecovision, Global Shapers, Studio Alternatives, Paryavaran Gatividhi, Cummins Foundation, Swachh Pune – Swachh Bharat, Fergusson College, and Radio Big FM joined hands to further the cause. The initiative also extended to PCMC, Thane, and Nasik on a smaller scale.
The collected clay sludge found its way back to several Ganesh sculptors in Pune and Pen, as well as educational institutions for experimentation. This clay, given to artisans free of charge, incentivized them to refrain from using Plaster of Paris (POP) and adhere to the ban on POP idols. Idols crafted from this reclaimed clay will make their way back into the market this year.
This campaign to collect and recycle natural clay, shaadu mitti, holds the distinction of being the first of its kind in the entire country on such a large scale. The initiative garnered immense public support, admired for its blend of tradition and environmental consciousness. Vrunda Shete, the project lead at eCoexist Foundation, noted that the campaign’s impact on the environment is twofold—it reduces the clay immersion into rivers and lakes while also promoting the reuse of clay soil, which is a non-renewable resource.
The ultimate vision of the Punaravartan campaign is to establish a closed-loop supply chain, wherein the clay used in idol creation is directly returned to the same artisans for reuse in subsequent years. This year, the campaign is being extended to seven other cities, including Ahmedabad, Surat, Nasik, Thane, Bangalore, Dhamapur, and Pimpri Chinchwad.
The Punaravartan campaign serves as an inspiring model for sustainable celebrations, emphasizing the importance of preserving traditions while prioritizing environmental well-being.
Learn more about this initiative at www.punaravartan.org.
