Swach Bharat Abhiyan



KS Ramadorai


Dear Suguna,
Very proud to read this write up in “Adyar Talk”

It is commendable that Chander has found time
to do this thankless public service .
Pl convey my appreciation to him.

Best Regards
KS Ramadorai


KS Ramadorai

Dear Nandu,
I am forwarding an article in local Adyar magazine
Appreciating the good work done by Sri Chanderswamy (Suguna is his better half)
There is a connected website which further give details of tiruvanmiyur beach cleaning initiative taken by Chander.
I thought u could include these details

Suguna Swamy

Dear Nandu,

Here is the link to Chander’s CSR project.


There are photos (as well).
Thank you so much for your interest, especially in these times.

Suguna Atthai


Swachh Beach project

Thiruvanmiyur, Chennai

How it works, why it works


The biggest learning


From the PM to senior CoC officials all authorities are candid in stating that the country’s Swachh Bharat objectives cannot be achieved by the government alone. Citizens and corporates have actively to support civic bodies in their efforts.

The new, improved New Beach Road area is an example of this new ecology. Rialto Enterprises, the residents of the neighbourhood all work in a spirit of collaboration and amity. There lies the success of the project.


Recognition from the PMO


The Thiruvanmiyur Beach CSR initiative was listed among the six most dynamic Swachh Bharat (‘Clean India’) citizens’ projects by Prime Minister Narendra Modi’s Office in 2015.

A team from the PMO paid a surprise visit to the area again in 2017 and reported that not only was the project alive, it had grown even more robust since the team’s first visit two years earlier.

Beside the second longest beach in the world, in Southern India, stands the tropical city of Chennai. Chennai generates 3,200 tonnes of waste every day.

Spearheaded by Chander Swamy, CEO of Rialto, the effort very soon gained momentum. A number of residents signed up voluntarily, contributing generously in time and resources.

In February 2015, Rialto Enterprises, a global partner of Procter & Gamble Co. chose the neighbourhood of New Beach Road, a densely populated area of one sq. km by the Thiruvanmiyur beachfront for its Swachh (‘Clean’) Beach project.

Beach sands after deep cleaning


Garbage management


  • 72 small and large garbage bins have been set up on the beachfront.
Re-usable trash sacks on sands
  • 18 large garbage bins have been placed on the residential streets. A compactor truck completes clearance of the bins, every night.
  • The bins are numbered to make it easy to monitor clearing.
Numbered bins, designated spaces
  • In Indian cities and towns, trash is thrown around bins, never into them. As the garbage piles up it becomes loathsome for anybody to approach the bins. The Thiruvanmiyur beachside neighbourhood was no exception to this problem until three years ago. The Rialto crew takes special care to keep the bins and the area around them clean. The bins also get a fresh coat of paint every six months. All this enables residents, their house help and visitors to the beach walk right up to the bins and toss garbage into them, not outside.
Natural green cover, with litter
Natural green cover, litter removed


Trees and shrubs


A total of 415 trees contributed by Rialto employees and the Forest Department were planted in 2015 in the entire area.

Lush, healthy beachfront trees, Dec 2017
Re-usable plant shields for the windy season
New greenery planted after the 2015 floods
High-mast lights for beach safety


Rainwater harvesting


In December 2015, Chennai was hit by torrential monsoon rains, causing devastation not seen since 1918. Shock waves ran through the entire city and suburbs, including Thiruvanmiyur which being a low lying area was heavily waterlogged.

Plans were presented to the Corporation of Chennai in the construction of a new system and re-laying of the road. During the following monsoon New Beach Road was completely dry within a couple of hours of heavy rainfall.

Porous tiling, grates for water harvesting
Well-maintained toilet


Safe weekend traffic


A designated vendor zone and a weekend car-free beachfront was created in 2016, with the help of Chennai Police.

Barricades for car-free zone
A coat of paint for the benches
Simple signposts to raise eco-awareness




Residents contribute generously towards miscellaneous monthly expenses at an average of Rs.48,000 per month.

Read here the news report on 25/07/2016 in Chennai’s leading paper, The Hindu Metroplus