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JICA’s Achhi Aadat Campaign: Promoting Public Health and Sustainable Development in India

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Japan International Cooperation Agency (JICA) stands as a beacon of international cooperation and sustainable development, with its profound impact felt across communities in India. One of its notable initiatives, the Achhi Aadat (Good Habit) Campaign, launched in January 2021, epitomizes JICA’s commitment to public health and hygiene. The campaign aims to raise awareness about the significance of hygiene practices in combating the spread of COVID-19 and other infectious diseases.

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In collaboration with esteemed partners such as Yakult Danone India Private Limited and Sanrio, renowned for its beloved character, Hello Kitty, JICA conducts educational sessions and community outreach programs. These initiatives empower children and families with essential knowledge and skills for maintaining good health. The campaign’s reach extends to diverse communities, with sessions held in areas like south Delhi, including Zhenda colony, Bhatti mines, and Chhatarpur Village.

By the end of March 2023, the Achhi Aadat Campaign had reached an impressive 12.4 crore individuals, with an additional outreach of more than 1 lakh people in FY2023 . This outreach encompasses both direct engagements through physical and online educational sessions and indirect dissemination through word of mouth and media campaigns, including traditional mass media and social platforms.

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Building Bridges, Transforming Futures: JICA’s Endeavors in India

Japan’s involvement in India’s development journey traces back to 1958, when it provided a concessionary ODA loan of JPY 18 billion to supplement the implementation of the 2nd Five-Year Plan, at the behest of Prime Minister Jawaharlal Nehru. Since then, Japan’s commitment to India’s progress has remained steadfast, with over JPY 7,861.2 billion (approximately INR 462,423.5 crores) in ODA loans as of December 2023 committed for development across various sectors. JICA is an incorporated administrative institution under the Government of Japan, and today, JICA is the world’s largest bilateral aid agency and India is its largest development partner. JICA’s endeavours in India have helped the nation in its economic growth, poverty reduction and environmental conservation through technical cooperation, concessional loan provision, grant finance provision, dispatching experts and volunteers and partnership with private sector. This year, JICA has signed loan agreements totalling JPY 232.2 billion for 9 projects in February 2023, supporting initiatives such as the project for promoting start-up ecosystem and innovation in Telangana, the project for promoting sustainable horticulture in Haryana, the North East Road Network Connectivity Improvement Project, and the project for the improvement of the urban water supply system in Uttarakhand.

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Additionally, the projects supported by JICA, such as the Mumbai Trans Harbour Link (MTHL) and Campus Development Project of India Institute of Technology Hyderabad (IITH), have been inaugurated in January 2024.

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Through its multifaceted initiatives and unwavering commitment to partnership and progress, JICA continues to play a pivotal role in fostering socio-economic advancement and sustainable development in India. The Achhi Aadat Campaign exemplifies JICA’s holistic approach towards empowering communities and promoting public health, contributing to a brighter and healthier future for all.

FY2023 JICA India Project High Light

JICA India Office Web

JICA Facebook Page

Disclaimer: Content Produced by JICA

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