The holy city of Varanasi attracts tourists in large numbers not only from India, but various parts of the world.
The city is considered to be a showcase for Indian culture and traditions. However, one frequent complaint expressed by all visitors to this city is the condition of the ‘Ghats’ on the bank of the river Ganga which are highly dirty and polluted.
The Narendra Modi government has come out with a unique experiment to maintain these ‘Ghats’ in pristine condition.
As part of its experiment, the government would be handing over 12 ‘Ghats’ as part of a trial run to corporate houses like the Tata group for maintenance. The corporate houses would take complete responsibility for the Ghats’.
So, what do they get in return? In return, they get advertising space on the Ghat free of cost. This is a win-win situation for both the government and the companies.
On the one hand, the government can delegate an important activity to the corporates without any investment. On the other hand, the corporates can be proud of their association with the venture, and it works well for them as these Ghats are especially frequented by foreign tourists.
Credit to Narendra Modi for some truly ‘out-of-the-box’ thinking.
