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Prime Minister Mr Narendra Modi on 15 September 2018 launched “Swachhata Hi Seva” campaign and even picked up a broom at a school named after Dalit icon Dr B R Ambedkar as part of “shram dan” for the movement which, he said, would transform lives across the country. Raising concern over the increasing generation of municipal waste, the PM said ‘swachhta’ is a habit that needed to be inculcated. In a nearly-two-hour video interaction with several personalities, including UP CM Yogi Adityanath, Amitabh Bachchan and Ratan Tata, Modi said sanitation coverage in India increased to over 90% from 40% in the four years since “Swachh Bharat” (Clean India) project was launched.