“If there is heaven on earth, it is here, it is here, it is here.” Amir Khusrau’s timeless words, to describe the divine beauty of Jammu and Kashmir, continue to echo across its valleys and mountains. The heaven on earth shines brighter when its people come together to preserve its purity, protect its environment, and uphold the dignity of cleanliness.

The spirit was on full display during the Swachhotsav – Swachhata Hi Seva 2025 (SHS-2025) campaign, a transformative, nation-wide 15-day movement from September 17 to October 2, 2025, that united Jammu & Kashmir under one mission: Go Green, Go Clean and Go Sustainable. #SayNoToSingleUsePlastic.

Under the flagship Swachh Bharat Mission–Grameen (SBM-G), the campaign became a celebration of cleanliness, a collective expression of civic prid

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