BHOPAL/An innovative sanitation initiative conceived by then Chhindwara Collector Sheelendra Singh has evolved into one of Madhya Pradesh’s most successful community-driven models for hygiene and livelihood generation, earning appreciation from UNICEF and recognition from Prime Minister Narendra Modi for its transformative impact.
Sheelendra Singh, a 2010-batch IAS officer of the Madhya Pradesh cadre, has earned a reputation for introducing innovative models in public service delivery and for implementing government welfare schemes during his postings as Collector in several districts. He is currently serving as Secretary in the state’s Urban Development and Housing Department.
The “Swachhta Saathi – Wash on Wheels” (WoW) initiative was launched on September 26, 2024, by Governor Mangubhai Patel at Gram Panchayat Chhindi in Tamia block of Chhindwara district. Designed to address the challenge of maintaining toilets after villages achieved Open Defecation Free (ODF) status, the programme has created a structured mechanism for regular cleaning of both Individual Household Latrines (IHHLs) and institutional toilets while generating dignified employment opportunities in rural areas.
The concept was born out of a simple but critical observation that the construction of toilets alone was not enough to ensure long-term behavioural change. Without proper maintenance, many household and public toilets risked falling into disuse. To bridge this gap, trained local youth and women were identified as Swachhta Saathis and equipped with modern pressure-washing machines, protective equipment, safety kits and two-wheelers to provide professional sanitation services on a user-charge basis.
Under the model, Swachhta Saathis visit villages and institutions on scheduled bookings, carrying out scientific cleaning and sanitisation of toilets while also spreading awareness about hygiene, safe sanitation practices and environmental cleanliness. The initiative has gradually transformed sanitation work into a respectable and remunerative profession, helping break traditional social barriers associated with the occupation.
The programme has delivered impressive results within a short span. By June 2025, more than 27,228 toilets had been cleaned across Chhindwara district, generating payments of millions of rupees for the Swachhta Saathis, including women. Many of them are now earning monthly incomes of up to Rs 1 Lakh, making the initiative a sustainable livelihood model alongside its public health objectives.
One of the most inspiring success stories is that of Anamika Belvanshi from Harrai block. A homemaker before joining the programme, she earned nearly Rs 2.10 lakh within seven months through her work as a Swachhta Saathi. Her journey from financial dependence to entrepreneurship was highlighted by Prime Minister Narendra Modi during the Women’s Empowerment Maha Sammelan held in Bhopal, where he praised her contribution to cleanliness and women-led development.
Similarly, Ayush Singare from Parasia and Balram Yadav from Chhindwara have expanded their sanitation services into thriving micro-enterprises, creating additional employment opportunities and demonstrating the commercial viability of the model.
Officials associated with the programme say the initiative has played a crucial role in sustaining the use of more than 3.8 lakh Individual Household Latrines in the district, besides ensuring regular upkeep of schools, anganwadis, government offices and other public institutions. By providing an affordable and accessible cleaning service, the model has strengthened the long-term objectives of the Swachh Bharat Mission (Gramin).
The initiative has also attracted international attention. UNICEF has appreciated the WoW model for its alignment with Sustainable Development Goal (SDG) 6.2, which seeks access to adequate and equitable sanitation for all. The organisation has particularly acknowledged the programme’s emphasis on women’s participation, professionalisation of sanitation services and its potential to be replicated in other parts of the country.
Encouraged by its success, the Madhya Pradesh government has decided to scale up the initiative across all 55 districts of the state. Marking Madhya Pradesh Foundation Day on November 1, 2025, Chief Minister Mohan Yadav launched the Swachhta Saathi – Wash on Wheels (WoW) mobile application, developed by the National Informatics Centre (NIC).
The digital platform allows citizens and institutions to book sanitation services online, facilitates real-time allocation of Swachhta Saathis, enables transparent digital payments and provides a mechanism for citizen feedback and service monitoring. The app-based system is expected to further improve efficiency and expand the programme’s reach.
According to official figures, more than 1,300 Swachhta Saathis have already been identified across the state, with hundreds onboarded and trained under the initiative. The services have been deliberately kept affordable, with household toilet cleaning priced at around Rs 50 and institutional toilet cleaning ranging between Rs 200 and Rs 250, ensuring that the model remains accessible while being economically sustainable.
The state government is also converging the initiative with various livelihood and rural development schemes to provide additional financial and technical support to Swachhta Saathis. Beyond sanitation services, these workers are increasingly acting as WASH (Water, Sanitation and Hygiene) ambassadors, conducting awareness campaigns in schools and villages and encouraging communities to adopt better hygiene practices.
Officials believe the initiative has fundamentally altered public perceptions about sanitation work by combining technology, entrepreneurship and community participation. It has created a new identity for sanitation workers as skilled service providers while contributing to cleaner villages and improved public health outcomes.
As India advances towards the ODF Plus objectives under Swachh Bharat Mission 2.0, Chhindwara’s “Wash on Wheels” model stands out as a notable example of how local innovation and administrative leadership can evolve into a scalable public service initiative with national relevance. What began as a district-level experiment under then Collector Sheelendra Singh has today emerged as a model that is reshaping rural sanitation and livelihoods across Madhya Pradesh while earning recognition from institutions such as UNICEF for its broader developmental impact.