Dilip Guha, Greater Noida, Uttar Pradesh | March 17, 2026: In a display of collective civic action, residents of Greater Noida stepped forward at Sector Alpha-2 on Tuesday morning to take part in a community clean-up effort aimed at strengthening public participation in maintaining neighbourhoods clean and hygienic. The collective effort was part of “Safai Mitra Sarthak,” organised by Anubhuti Welfare Foundation (AWF) with CSR support from itel– a leading technology brand of India – in collaboration with the Greater Noida Industrial Development Authority (GNIDA). The clean-up drive ‘Swachh Sankalp’ marked the on-ground launch of the initiative, which focuses on empowering India’s waste warriors through sustainable livelihood opportunities while strengthening sanitation systems and recognising the contribution of Safai Mitras. This CSR initiative by itel is a continuation of the brand’s sustained focus towards making the lives better of the people of Bharat.
The event was graced by key personnel from the Greater Noida Industrial Development Authority (GNIDA), including Sh. Sandeep Chandra (PGM, Health & Horticulture), Sh. Gaurav Baghel (AM, Health & Horticulture), and Sh. Vivek Kishore (Manager, Health), along with representatives from RWA Alpha II.
Read : Murder, Mystery and Laughter: Play Bitongsho Brings Classic Comedy Alive
To mention that Anubhuti Welfare Foundation is a non-profit organisation committed to environmental stewardship, social inclusion, and sustainable waste management systems across India. Through the implementation of several Solid Waste Management and Behavioural change programs, Anubhuti Welfare Foundation is building a circular economy while empowering waste workers and creating lasting impact in communities.
Safai Mitra Sarthak is an initiative of AWF dedicated to building an inclusive and dignified ecosystem for India’s frontline sanitation workers, ensuring they are protected, empowered, and recognised as essential pillars of sustainability. Through key interventions such as workplace safety, socio-economic upliftment, health and well-being support, and training and capacity-building programmes, the initiative works to strengthen the livelihoods and dignity of Safai Mitras, while advancing broader public welfare and sanitation efforts.
Over the course of the 3-hour drive, more than 179 participants, including volunteers, Anubhuti Welfare Foundation team, ITEL employees and residents, spread across key stretches of the locality, working shoulder to shoulder to clear littered public spaces. Together, they collected nearly 500 kilograms of waste, which was subsequently segregated and further sent for responsible processing.
The event saw participation from representatives of itel India, GNIDA, members of the Anubhuti Welfare Foundation team, volunteers, Safai Mitras and residents – emphasising how community action can support municipal sanitation efforts and encourage responsible waste disposal practices. This event was inaugurated by Shri Sandeep Chandra, Principal General Manager, Health & Horticulture, GNIDA.
“Efficient waste management begins at home. Every citizen must take responsibility for the waste they generate by ensuring proper segregation and responsible disposal,” the official urged, adding that initiatives like these mark a significant step towards building a cleaner, more sustainable community through collective action said Sh. Sandeep Chandra (PGM, Health & Horticulture).
Established over 16 years ago, ITEL is a reliable smart life brand for everyone. Adopting “Enjoy Better Life” as its brand philosophy, itel’s mission is to provide budget-friendly consumer electronic products to everyone. Through initiatives such as Swachh Sankalp, itel India, in collaboration with GNIDA, aims to cultivate a stronger anti-littering mindset, encouraging citizens to be more responsible for how waste is handled in public spaces. The initiative also aligns with the broader goals of the Swachh Bharat Mission, which promotes responsible waste disposal and community-led sanitation practices.
Speaking about this activity, Mr Arijeet Talapatra, CEO of itel India, said, “itel has long been recognised as a trusted brand of Bharat, championing durability, reliability, and affordability for crores of Indians. This reliability goes beyond our technology, shaping the way we connect with people and contribute to society. Our partnership with Anubhuti Welfare Foundation for the Safai Mitra Sarthak initiative reflects our commitment to being a dependable force towards empowering Bharat – both through innovative products and meaningful social initiatives.”
