The roots for Swachh-Bharat- Mission began in 2003, when Colleges/B-schools started inviting Jerry for ‘ethical leadership talks-workshops’ after he launched THE JOY OF GIVING. After 7 years of cleaning many roads around school, colleges, B-schools, with student leaders and faculty members, Jerry invited UN leaders, captains of Industry like P. Sridhar Reddy, #MD — CtrlS & Cloud4C, actors and crusaders Amala Akkineni, Gul Panag, Jaaved Jaffrey and other Karmaveer Puraskaar and Karmaveer Chakra award recipients to clean India. In 2012 Armando Gonsalves and Jerry enthused Manohar Parrikar- Goa Chief Minister to VOLUNTARILY clean the Goa streets and creeks with us. Manohar Parrikar then worked with us to influence honorable PM of India Mr. Narendra Modi to announce this as a national movement. Launched on 2nd October 2014, Publisher- BusinessWorld, Anurag Batra, Chairman- Apeejay Surrendra Group Karan Paul, Supermodel Indrani Dasgupta and several others joined us to voluntarily clean India and inspire fellow Indians. “Keeda Hai Kya to Clean India?”, was the simple campaign that triggered the Swachh Bharat Mission. Read more in this link https://medium.com/@jeroninioalmeida/swachhbharatmission-a-cleanindia-begins-with-cleaning-mindsets-beliefs-values-culture-and-c9ad3b879d14