Gangtok, November 3 (IPR): The Swachh Bharat Mission-Grameen (SBM-G) under the Rural Development Department (RDD), Government of Sikkim, organised an onboarding and orientation programme for Brand Ambassadors at a local hotel in Sichey today. The initiative aimed to strengthen community participation and enhance awareness on sanitation and hygiene across rural Sikkim.
The event was graced by the Minister for Rural Development and Cooperation Department, Mr Arun Upreti, as the Chief Guest.
In his address, the Minister extended a warm welcome to all participants and expressed gratitude to the Brand Ambassadors for supporting the department’s initiative under the Swachh Bharat Mission-Grameen (SBM-G). Acknowledging their dedicated efforts in the field of cleanliness, he urged them to maintain close coordination with the department to sustain the progress achieved so far.
The Minister emphasised that Sikkim’s economy is closely linked to tourism and, while the Tourism Department continues to strengthen the sector, it is equally the responsibility of every citizen to uphold Sikkim’s image as a clean and green destination. He stressed the need to maintain sanitation facilities along highways and public routes through regular inspection and accountability, particularly in addressing neglected backyards and less visible areas.
Highlighting the growing emphasis on rural tourism under the leadership of the Chief Minister, the Minister noted that the cleanliness and credibility of rural areas are central to their success. Addressing the Brand Ambassadors directly, he stated that public influencers play a pivotal role in shaping social behaviour and encouraged them to align their outreach with the vision of Viksit Sikkim and Viksit Bharat.
He also shared practical insights on how individuals can contribute to waste management within their own households, adding that sustaining the State’s achievements requires continuous and collective effort. Citing his own example, he mentioned that his family segregates waste and practises composting as part of their daily routine. Concluding his address, the Minister urged participants to share innovative ideas for effective waste management and reiterated the message of shared responsibility in keeping Sikkim clean and sustainable.
In his remarks, the Secretary, Rural Development Department, Mr Anil Raj Rai, expressed happiness on returning to the department after five years and meeting the Brand Ambassadors on his first day in office. He stated that interacting with twelve ambassadors was equivalent to reaching all six districts through their influence and outreach.
Recalling his earlier tenure as Mission Director of Swachh Bharat Mission-Grameen (SBM-G), he highlighted Sikkim’s status as a model state, with several of its IEC initiatives later adopted at the national level. He underscored the need to modernise outreach methods and harness digital platforms for greater community engagement. Referring to the Brand Ambassadors as the voice of the department, he commended their ability to inspire behavioural change at the grassroots level.
He also underlined the challenge of managing liquid waste in rural areas and lauded the Minister for raising the issue at the national level. Concluding his address, he called upon all stakeholders to work collectively to sustain Sikkim’s top position in rural sanitation and contribute to the vision of Viksit Sikkim and Viksit Bharat.
Earlier, the programme began with a welcome address and a context-setting session by the Mission Director, SBM (G), Ms Koshi Kapil, who outlined the importance of community engagement and behavioural change in achieving the objectives of the Mission.
A special session was held for the onboarding of newly selected Brand Ambassadors, who will serve as key motivators in promoting cleanliness, waste segregation, and rural sanitation. The Brand Ambassadors are:
Tuluk Tenzing Nawang, Guru Kubum Taklung Sang Choes Monastery, Deorali
Ms BK Sonam, State In-Charge, Brahma Kumaris
Ms Usha Lachungpa, wildlife conservator and zero-waste activist
Sofiym Band, popular folk fusion band
Mr Sonam Thendup Barfungpa, actor and model
Mr Nirmal Manger, founding editor, Sikkim Chronicle
Mr Mingma D Lepcha, professional dancer
Dr Manoj Rai, founder, Reeyaaz Sangeetalaya
Ms Bharati Gurung, running trailblazer and organiser of the Tsomgo Ultra
Ms Neelam Gurung, poet
Ms Monika Rai, singer-songwriter
Ms Komal Gurung, Director, Tapashree Dance Academy
This was followed by a detailed presentation on the components of the Swachh Bharat Mission-Grameen (SBM-G) by Mr Deepak Rai, Joint Director, focusing on solid and liquid waste management, open defecation-free sustainability, and village-level sanitation planning.
An orientation session on the Brand Ambassadors’ Guide was also conducted by Mr Kapil Chettri, Waste Management Coordinator, SBM (G), to familiarise participants with their roles, responsibilities, and communication strategies for effective grassroots mobilisation.
The programme was attended by Secretary, RDD Mr Anil Raj Rai; Mission Director, SBM-G Ms Koshi Kapil; Mission Director, SBM-Urban Mr Jigmee Wangchuk Bhutia; and senior officials of the department.
The event concluded with a Vote of Thanks delivered by Ms Tshering Ongmu Lepcha, Assistant Director, Swachh Bharat Mission-Grameen (SBM-G).
Report from DIO-GANGTOK