IIM Indore comes up with ‘SAFAAI’ model to make Ayodhya tourism icon: Report

The Indian Institute of Management Indore has also created an Ayodhya Swachhta Anthem.

IIM Indore comes up with ‘SAFAAI’ model to make Ayodhya tourism icon: Report IIM Indore
Vagisha Kaushik | Oct 21, 2021 - 6:49 p.m. IST
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NEW DELHI: The Indian Institute of Management, Indore has made a ‘SAFAAI’ model as well as an Ayodhya Swachata Anthem to transform Ayodhya into an eco-friendly spiritual tourism destination, as per a Times of India report.

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According to the report, the draft report shared by the institute involves three aspects based on information, education, and communication (IEC) strategies as per Swachh Bharat Mission (SBM) programme which when put together forms ‘SAFAAI’ in which SA stands for Spreading Awareness, FAA stands for Facilitating Availability and Accessibility, while I is for Icchashakti (willpower).

Under the model, the institute aims to provide information and spread awareness on waste segregation among the people, the report said.

The institute will also facilitate accessibility and availability of important resources required for behavioural changes and prepare people to move to action from intention, the report said.

As per the report, Municipal Corporation of Ayodhya (MCA)’s Commissioner, Vishal Singh commented on the draft report and said: “We got this study done to have a scientific understanding on how to create awareness on cleanliness and the kind of interventions required to have maximum impact.”

Singh further told TOI: “It begins from spreading awareness on waste segregation to keeping localities, houses clean and not vandalising garbage bins. It also looks at effective strategies to propel media to promote Swacchta. Accordingly, we will look for infrastructure and manpower enhancement and a strategy for the corporation on planning and budget allocation. We are yet to get the second report. The idea is to implement it in totality.”

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A five-member team of IIM Indore led by Professor Himanshu Rai did extensive research and drafted the report. The team employed a multi-method diagnostic approach on 1,000 participants including ward representatives, corporation workers, and common people to identify current practices and issues related to waste management and several IEC strategies to promote cleanliness in Ayodhya. Door-to-door survey was conducted, the report said.


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