MOTTAINAI for Swachh Bharat: A Creative Path to Environmental Learning
The “MOTTAINAI for Swachh Bharat” initiative is a collaborative Indo-Japanese project designed to raise environmental awareness among school children in India. Rooted in the traditional Japanese philosophy of Mottainai, which embodies the values of reducing waste and respecting resources, the project uses engaging storytelling methods to educate children about the importance of hygiene, sustainability, and responsible living.
Executed over a period of three years, the project leveraged Japanese children’s picture books and vibrant storytelling sessions to create a joyful learning experience. With children at the heart of the initiative, the program promoted long-term behavioral change through fun, immersive, and culturally sensitive educational methods.
Projects overview
This project was jointly implemented by Kodansha Ltd. from Japan and IJK Group in India, with funding from JICA and support from Itochu India, Maruti Suzuki India, and Govindalaya. Designed to engage students in the 8–12 age group, the program was carried out in three structured phases: professional storytellers introduced the Mottainai concept, teachers conducted sessions with creative activities, and finally, students led storytelling through role plays and quizzes. A specially designed book caravan added excitement and visibility to the campaign across all locations.
- Implemented in over 80 government schools across Delhi, Haryana, and Gujarat
- Storytelling delivered in three progressive phases: by experts, teachers, and students
- A mobile book caravan toured schools to deliver stories and materials
- Supported by key partners: JICA, Kodansha Ltd., Itochu India, Maruti Suzuki, and Govindalaya
Final result
The initiative successfully reached thousands of children and sparked significant interest in sustainable habits and hygienic practices. With measurable improvements in student understanding and engagement, the project has been widely recognized by both Indian and Japanese stakeholders as a model of cross-cultural educational impact. It stands as a testament to the power of creative learning in shaping a more conscious and responsible generation.
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