More than 400 Mumbaikars – including youth, children and citizens of all ages – spent their morning cleaning Juhu beach as part of the “Jallosh: Clean Coasts, Restore the Shore” initiative, an official statement said on Wednesday.
The volunteers collected 1,946 kilograms of plastic waste, which will now be recycled into public amenities, helping ensure that no waste ends up in landfills, it said.
The large-scale beach clean-up, organised by Project Mumbai, UNICEF India and YuWaah’s Green Rising, was supported by the Brihanmumbai Municipal Corporation (BMC), the Government of Maharashtra’s State Climate Action Cell and Majhi Vasundhara. Other partners included NSS, Nine is Mine and Maharashtra Youth for Climate Action, representing Mumbai’s college students, it further said.
Kevin Frey, CEO of Generation Unlimited (UNICEF), said, “When young people act locally, they create ripples of change that impact the world. What’s happening in Mumbai is part of a worldwide movement to co-create a greener future for all.”
The citizen-led initiative aims to restore Mumbai’s coastline, promote environmental awareness, and encourage behaviour change among citizens. It also serves as a curtain raiser for Mumbai Climate Week scheduled for February 2026, announced recently by Chief Minister Devendra Fadnavis. The upcoming Climate Week is India’s first major step towards South–South collaboration for climate action through localised solutions, the statement said.
It further said that at Juhu Koliwada, participants took part in a variety of activities such as beach clean-ups, waste segregation, shoreline restoration and discussions on sustainable living. The initiative highlighted the importance of youth participation and community-driven efforts in addressing climate and environmental issues.
Green Rising – a joint initiative by UNICEF, Generation Unlimited and partners – is a global movement encouraging young people to take meaningful climate action through community service, advocacy and green entrepreneurship. In India, it aligns with the Mission LiFE (Lifestyle for Environment) campaign, promoting sustainable habits and climate-friendly choices.
Sanjay Singh, Chief of UNICEF Maharashtra, said, “The enthusiasm of young volunteers at Juhu Beach proves that when citizens unite, they can turn the tide on climate change. We reaffirm our support to the Government of Maharashtra for a successful Mumbai Climate Week.”
The event saw participation from school and college students across Mumbai, along with Giorgia Varisco (Chief, YuWaah India), Yusuf Kabir (UNICEF WASH-CCES Specialist), Sudhakar Bobade (Mission Director, Majhi Vasundhara), actor Anurita Jha, and officials from the Government of Maharashtra and development partners.
Shishir Joshi, CEO and Founder of Project Mumbai, said, “Through such moments of giving, we hope Mumbai will soon become the Kindness Capital of India. Beach clean-ups like these show how small, consistent community actions can build a resilient and sustainable future.”
