Maruti Suzuki kick-starts Mottainai or Do Not Waste campaign in Gurugram

Growing urbanization has led to an increase in issues like improper dumping of garbage, polluting of sewage systems, open defecation, burning of hazardous materials and vegetation. This damage the urban infrastructure and cause serious health issues for the community. One effective way to tackle the situation is to drive behavioral change among people, especially children, says a company statement.

Maruti Suzuki India Limited along with Japan International Cooperation Agency (JICA) is supporting storytelling sessions based on “Mottainai Grandma”, a successful picture book published by Kodansha, a leading publication from Japan. Understanding the need of Indian demographics, the book is adapted in Hindi and English in collaboration with National Book Trust (NBT).


The storytelling caravan has been initiated by Kodansha with the objective of promoting ‘Clean India’ mission by creating environmental awareness among the students. School children, between 9-12 years, will take part in the activity and learn the values of cleanliness, use of resources and consciousness towards the environment. The inaugural session was conducted today at Girls Govt. Primary School, Kasan, in Manesar, supported by Maruti Suzuki.

Educating Students

Ajay Tomer, Executive Director, Corporate Planning, Maruti Suzuki India Limited, said “Mottainai is a thoughtful Japanese word which means “Do not Waste!” It is a word of compassion and love, for nature and its bounty. We are happy that JICA has taken this initiative to educate students on environmental consciousness. The interactive method reinforces the age-old practice of storytelling in India. With Mottainai Grandma, these students will retain the lessons for life. We are confident that this activity will strengthen our community development projects by driving behavioral change and contribute to Government’s Swachh Bharat Mission.”

Kubo Eiji, Director, Private Sector Partnership Division, JICA, said “It is an honor to have Maruti Suzuki as a partner in this initiative and we commend Maruti Suzuki for having led social innovation in many ways in India. Among many things, Japan promotes the culture of cleanliness and respect for natural resources which aligns with the concept of ‘Mottainai’ – Reduce, Reuse, Recycle plus Respect are perhaps the most important values that Japan continues to contribute to the rest of the world. The literal meaning of the word ‘Mottainai’ is ‘Do not waste’ which is part of everyone’s life in Japan. We hope this initiative would impact the mindset of the Indian people and contribute to the Government of India’s ‘Clean India’ mission.”

School Education Horizon

Maruti Suzuki has been working in the area of school education for over nine years under its Community Development initiative. The Company strives to increase enrolment, enhance retention and improve learning levels in adopted Government schools in communities around their manufacturing facilities.

A caravan, a Maruti Suzuki Super Carry, loaded with over 300 books will accompany the storytelling troop as a mobile library. The troop will visit 30 schools in Delhi, Gurugram and Manesar. These include six schools supported by Maruti Suzuki. The Initiative will be conducted in four phases, through a project methodology based on verification of a development effect.

CSR Initiatives

Community Development is one of the three important pillars of Maruti Suzuki India Limited’s Corporate Social Responsibility programme – the other two being Road Safety and Skill Development. With the main objective to bring about an overall improvement in the quality of life of people residing around its manufacturing facilities, Maruti Suzuki has adopted 26 villages in the states of Gujarat and Haryana collectively.

Among the several initiatives, the Company strives to provide a hygienic environment in the adopted villages. The Company has undertaken solid and liquid waste management initiatives such as laying of sewer lines, construction of household toilets and household waste collection and disposal. Behavioral change communication and awareness drives are integrated into project execution.

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