What are the current issues in marketing?

What are the major issues that must be addressed in the Clean India initiative? Shouldn't the policy target industrial waste in India, cleaning rivers, and preventing toxic waste rather than simply be a marketing strategy used by BJP to appear sophisticated?

• Without denying the need to inculcate civic sense amongst Indians, who are popular all over the world for garbage on streets, urinating in the corners, and having disregard for hygiene, shouldn't the Clean India initiative target a lot more ? It's known all over the world that the environmental impact of Industrial Waste, improper disposal infrastructure are far more serious. China has been severely criticized for their ignorance towards waste management in the mad race to become an industrial power. Shouldn't the Clean India initiative cover a more broad spectrum of issues ?

• Answer:

  The scope of Clean India initiative appears to be filth-free India. Who doesn't want a filth-free India? In addition to obvious benefits, there are two primary drivers: a) removing a major pain point for tourists, esp. NRIs visiting in large numbers,  and b) appealing to the dormant civic sense within the residents and get them excited about partnering with the government. Keeping these drivers in mind, things such as indurstrial waste, pollution, etc. become outside the scope of this residents-focused initiative. In my opinion, it is better to have a focused initiative and accomplish it, rather than have a broad initiative and not make any progress on it. Having said this, I would like this initiative to include a comprehensive waste management and recycling plan as well as associated behavior modification, not just photo-op clean up of dirty spots. It pains me to see many departments of the government and the ruling party providing only lip service to this initiative. Various NGOs and the AAP seem to be taking this initiative much more seriously than BJP workers or government employees. In our area, a couple dozen residents got together and charted out a plan for solid waste management & recycling in cooperation with BBMP.  Goal is to ensure that  wet/green waste is put to use and does not leave our area. After several months of work, we are told 'the file is lost, but not to worry, as BBMP has plan of shipping wet/green waste to a plant in Yelahanka'!. The reality is that the garbage mafia wants to ensure that the trucking money doesn't stop!  Any suggestions on how to crack this nut? (Since it is a BJP controlled municipality, we tried leveraging PM's weight, to no avail). I sincerely wish that the Clean India initiative is extended to include solid waste management and recycling.