Will Yamuna remain maili forever?
Our rivers have been venerated from time immemorial; they have been part of Indian culture and folklore. They were the cradle of civilisations where the earliest human settlements developed as they supported life and provided sustenance to people.
HAZRAT KHWAJA Nizamuddin Aulia, like many Dilliwalas of that epoch was regular with his morning walks on the banks of Yamuna. One day, a close disciple pointing to some people taking bath and praying in the river asked him was it right what they were doing. Hazrat Nizamuddin, known for his eclecticism, unorthodox and liberal views replied that everyone had his way of reaching to the God. That one statement cleared all air about where he stood with regard to dogmatic thinking. Yamuna was of course then sparkling, unsoiled, sparkling, gargantuan and prayed as life-giver and not shorn of its lost grandeur.
Our rivers have been venerated from time immemorial; they have been part of Indian culture and folklore. They were the cradle of civilisations where the earliest human settlements developed as they supported life and provided sustenance to the people. Indians traditionally have had very special reverence for rivers. Rivers are prayed over for blessings and for protection against evil omen. Unfortunately our respect for them does not translate into love and care for them. We don’t do one bit to keep them going. No wonder Yamuna like other rivers in the country is facing severe threat to its integrity. It has lost its past glory, is much reduced in size and volume to what it used to be and almost flows like a drain through the city of Delhi. Its water is contaminated and toxic. Now, it is a pity to see people taking bath in Yamuna as it has become lethal and life-threatening. It is going to be a Herculean task to clean Yamuna’s muck.
Nature has done us a favour lately. The recent discharge from resultant flooding in the upper reaches has considerably cleaned the Yamuna and by providence, just in time for the great event, CWG. But that can’t be reason for complacence. River fronts are the most frequented places for tourists any where in the world. Cities situated on the rivers are places of great attraction in all other continents, visited by hundreds of thousands of city folks everyday for pleasure and merriment. Elsewhere they are used for inter and intra-city navigation, bringing much convenience to the public. They are of course sources of healthy staple food for many people in many regions of the world. Perhaps, we are not able to take advantage in any of these areas from our rivers. Most likely one would not even like to venture to the riverfront for fear of witnessing some obnoxious activities.
The development of riverfronts and their cleaning can’t be seen in isolation. After all it is directly related to the low level of socio-economic development in the country, and with glaring disparity of income between classes, it is but natural that it has not received the importance from the policy planners it deserves. This economic pressure has its reflection on other sectors lagging behind like drinking water, shelter, city infrastructure, highways and roads and urban decay in general. Having said that it must be added that while in the past we could move at painfully sluggish rate, time now dictates quantum jump and not slow incremental pace. Secondly, the rejuvenation of rivers should not be viewed just as luxury or a visual delight for which we should feel guilty. It will usher in increased economic activities from which all sections of the society will benefit. Additionally it will promote ecological betterment and provide fresh water for all, humans, animals and birds and thus promote bio-diversity that sustains life form in all respect. Is there a reason to be apologetic or self-conscious about advocating the development of rivers?
The first strategy therefore is to develop a bottoms-up approach instead of something devised from above. Hence an emotional appeal in the name of Yamuna and for ‘restoration of its past glory’ has to be promoted as an ‘idea’ to the people of Delhi. It has to be built as a peoples’ movement. Only when they gradually acquire its ownership than a genuine attempt to attain its pristine purity could be made. So first and foremost the idea of cleaning the Yamuna and keeping it that way will have to be promoted through social marketing. It is time our rivers are socially marketed and what better way than by making a beginning for Yamuna and in Delhi.
The initiative has to come from the government but civil society will also have to come in a big way, without which the task would be impossible to achieve. Even after discounting the floating population and new migrants who by their circumstances and attitude may not be attracted to such a commitment, the idea of appealing to the good sense and consciousness of the citizens might still command good response among majority of Delhiites.
Next step would be to develop innovative strategy for the success of the project. It would be very important to build partnerships with all stakeholders. It is common knowledge that people with stakes would join for a cause. This stake has to be highlighted – let everyone feel that there is something in it for him. By being assured of his own reward than he is likely to be willing to allow others also to gain something. This reward need not be tangible alone; intangibles like pride for the city, standing for a cause, joining hands for a social purpose etc may also energise and motivate some people as much as clearly visible gains. It is here that the role of social marketing comes in again to play an important role.
Then there are other riparian states involved who will have to become willing partners in the venture – they have their own perceptions, fears and demands that would need to be very pragmatically addressed. At the same time there will be claims upon them that they must be convinced about and exhorted to fulfill in the lager national interest. This would include providing sewage treatment plants by the concerned states along the course of the river and enforcement of legal safeguards against polluting units within those states with alacrity and efficiency. A mechanism to put heavy cost upon polluting parties on ‘polluters pay’ principle would be an essential adage behind any effective strategy.
Thirdly and very importantly, there would be required an enabling structure that will oversee the execution part and work as a Special Purpose Vehicle (SPV) for the project. This could be a two-tier structure, one at the execution level under a person of proven competence and track record with commitment to the goals as set forth as head of a monolithic organisation. The other could be an umbrella organisation acting as policy think-tank comprising of eminent experts (not less than five members) with the avowed purpose of acting as mentor to the executive authority. The mentor would be an advisory body with representation from concerned states and ministries while the powers of the executive authority will be vested in the CEO who will have freedom of action within broadly defined parameters. Combined with confidence of the government, security of tenure and flexibility of choosing his team, the CEO could be trusted to deliver. Above all, there would be strong need for resolute determination and political will to not only carry out the task but also to sustain it as it is going to be a long journey.
Nature has done us a favour lately. The recent discharge from resultant flooding in the upper reaches has considerably cleaned the Yamuna and by providence, just in time for the great event, CWG. But that can’t be reason for complacence. River fronts are the most frequented places for tourists any where in the world. Cities situated on the rivers are places of great attraction in all other continents, visited by hundreds of thousands of city folks everyday for pleasure and merriment. Elsewhere they are used for inter and intra-city navigation, bringing much convenience to the public. They are of course sources of healthy staple food for many people in many regions of the world. Perhaps, we are not able to take advantage in any of these areas from our rivers. Most likely one would not even like to venture to the riverfront for fear of witnessing some obnoxious activities.
The development of riverfronts and their cleaning can’t be seen in isolation. After all it is directly related to the low level of socio-economic development in the country, and with glaring disparity of income between classes, it is but natural that it has not received the importance from the policy planners it deserves. This economic pressure has its reflection on other sectors lagging behind like drinking water, shelter, city infrastructure, highways and roads and urban decay in general. Having said that it must be added that while in the past we could move at painfully sluggish rate, time now dictates quantum jump and not slow incremental pace. Secondly, the rejuvenation of rivers should not be viewed just as luxury or a visual delight for which we should feel guilty. It will usher in increased economic activities from which all sections of the society will benefit. Additionally it will promote ecological betterment and provide fresh water for all, humans, animals and birds and thus promote bio-diversity that sustains life form in all respect. Is there a reason to be apologetic or self-conscious about advocating the development of rivers?
There are cities in the world that take pride in their culture and heritage and in what they have to offer to the visitors.
The first strategy therefore is to develop a bottoms-up approach instead of something devised from above. Hence an emotional appeal in the name of Yamuna and for ‘restoration of its past glory’ has to be promoted as an ‘idea’ to the people of Delhi. It has to be built as a peoples’ movement. Only when they gradually acquire its ownership than a genuine attempt to attain its pristine purity could be made. So first and foremost the idea of cleaning the Yamuna and keeping it that way will have to be promoted through social marketing. It is time our rivers are socially marketed and what better way than by making a beginning for Yamuna and in Delhi.
The initiative has to come from the government but civil society will also have to come in a big way, without which the task would be impossible to achieve. Even after discounting the floating population and new migrants who by their circumstances and attitude may not be attracted to such a commitment, the idea of appealing to the good sense and consciousness of the citizens might still command good response among majority of Delhiites.
Next step would be to develop innovative strategy for the success of the project. It would be very important to build partnerships with all stakeholders. It is common knowledge that people with stakes would join for a cause. This stake has to be highlighted – let everyone feel that there is something in it for him. By being assured of his own reward than he is likely to be willing to allow others also to gain something. This reward need not be tangible alone; intangibles like pride for the city, standing for a cause, joining hands for a social purpose etc may also energise and motivate some people as much as clearly visible gains. It is here that the role of social marketing comes in again to play an important role.
Then there are other riparian states involved who will have to become willing partners in the venture – they have their own perceptions, fears and demands that would need to be very pragmatically addressed. At the same time there will be claims upon them that they must be convinced about and exhorted to fulfill in the lager national interest. This would include providing sewage treatment plants by the concerned states along the course of the river and enforcement of legal safeguards against polluting units within those states with alacrity and efficiency. A mechanism to put heavy cost upon polluting parties on ‘polluters pay’ principle would be an essential adage behind any effective strategy.
Thirdly and very importantly, there would be required an enabling structure that will oversee the execution part and work as a Special Purpose Vehicle (SPV) for the project. This could be a two-tier structure, one at the execution level under a person of proven competence and track record with commitment to the goals as set forth as head of a monolithic organisation. The other could be an umbrella organisation acting as policy think-tank comprising of eminent experts (not less than five members) with the avowed purpose of acting as mentor to the executive authority. The mentor would be an advisory body with representation from concerned states and ministries while the powers of the executive authority will be vested in the CEO who will have freedom of action within broadly defined parameters. Combined with confidence of the government, security of tenure and flexibility of choosing his team, the CEO could be trusted to deliver. Above all, there would be strong need for resolute determination and political will to not only carry out the task but also to sustain it as it is going to be a long journey.
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