New Delhi, Oct 01, 2026: In a display of collective civic action to mark World Rivers Day, citizens, volunteers and Safai Mitras came together at Yamuna Ghat, Delhi, near Pratap Bahg on Saturday to clean the riverbank and raise awareness about protecting the city’s lifeline river. 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 Municipal Corporation of Delhi (MCD). Marking the culmination of the initiative, the event brought together a community clean-up drive and a Nukkad Natak, united in support of India’s frontline sanitation workers. The initiative 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 of the people of Bharat better.
The event was graced by key personnel from the Municipal Corporation of Delhi (MCD) and Anubhuti Welfare Foundation (AWF).
Over the course of the 2-hour drive, more than 40 participants, including volunteers, the Anubhuti Welfare Foundation team, Safai Mitras and residents, spread across key stretches of the ghat and riverbank, working shoulder to shoulder to clear littered areas. Together, they collected more than 120 kilograms of waste, which was subsequently segregated and sent for responsible processing.
The clean-up was followed by a Nukkad Natak (street play), engaging residents and passers-by with a message of collective responsibility for the river.
The event saw participation from representatives of itel, Municipal Corporation of Delhi, 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.
Speaking on the initiative, 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.”
Through initiatives such as this, itel, in collaboration with MCD, aims to cultivate a stronger anti-littering mindset, encouraging citizens to take responsibility for how waste is handled in public spaces and along the city’s rivers. The initiative also aligns with the broader goals of the Swachh Bharat Mission, which promotes responsible waste disposal and community-led sanitation practices.