Ministry of Earth Sciences Coastal Cleanup Campaign
Union Minister Dr. Jitendra Singh, who holds multiple portfolios including Science & Technology and Earth Sciences, led a coastal clean-up drive at Juhu Beach, Mumbai on September 18, 2026, on the eve of International Coastal Cleanup Day. The event was part of the 'Swachh Sagar Surakshit Sagar' campaign running from September 12 to 19, 2026, which has evolved from a 75-day inter-ministerial campaign launched in 2022 into an annual nationwide initiative.
The campaign represents a whole-of-government and whole-of-society movement that brings together coastal States and Union Territories, State Governments, Central Government departments and agencies, the Indian Coast Guard, Indian Navy, students, NGOs, volunteers, local communities, celebrities, public representatives, and sporting personalities. BCCI President Mithun Manhas participated in the Juhu Beach event, reflecting the campaign's diverse participation base.
The initiative is rooted in India's growing engagement with its vast maritime domain, particularly following Prime Minister Narendra Modi's announcement of the Deep Ocean Mission. India's coastline spans approximately 11,098 km and supports diverse ecosystems, communities, and economic activities. The oceans hold significant potential in terms of metals and minerals, fisheries, marine biodiversity, and bioresources, making scientific exploration and conservation important for India's long-term development.
The campaign activities included a mass Ocean Pledge followed by hands-on clean-up activities where participants removed plastic and other waste from shorelines. Citizen participation is being strengthened through the Sagar Prahari platform, which enables public engagement and supports documentation of marine litter. The Ministry of Earth Sciences and its institutions are supporting the campaign through scientific and public-outreach initiatives related to marine litter and coastal environmental protection.
The campaign aims to promote cleaner beaches, reduced plastic pollution, and greater public awareness as essential components for maintaining healthy oceans and ensuring sustainable use of marine resources. It seeks to turn awareness into sustained citizen participation and collective action beyond a single day or campaign period.