A simple yet powerful video has recently taken the internet by storm, garnering over 2.3 million views, and sparking a movement among netizens across Bengaluru. The video, part of BBC Media Action’s “#WashTheDabba” campaign, urges citizens to take a small but impactful step—washing their food delivery containers before disposing of them. The initiative is designed to improve the working conditions of the city’s informal waste pickers, who often handle unclean, unsanitary containers without any protective gear. Now, social media users are calling for food delivery giants Swiggy and Zomato to amplify the message by adding ‘Wash the Dabba’ reminders to their packaging, turning this individual action into a widespread habit.
The Campaign and Its Growing Momentum
The “Wash the Dabba” campaign highlights the role that clean food boxes can play in protecting waste pickers, ensuring the recyclability of materials, and maintaining hygiene across the city. Bengaluru is home to an estimated 22,500 waste pickers, many of whom work without gloves or other protective equipment as they sort through the city’s trash. The campaign, under BBC Media Action’s #Invaluables brand, aims to tackle the significant health risks these individuals face daily by promoting a simple yet effective solution—washing used food containers before they are thrown away.
Backed by local organisations like Hasiru Dala, which works closely with waste pickers, the campaign underscores the huge impact of these workers. Hasiru Dala estimates that these individuals prevent over 383 million kilograms of waste from reaching landfills annually, a figure BBC Media Action calls Bengaluru’s “Happy Number.” Despite their crucial contribution, waste pickers continue to face unsafe working conditions due to the lack of awareness about proper waste disposal practices.
The viral video’s success has drawn the attention of environmental groups and influencers alike. Notable organisations such as the Rainmatter Foundation (a $200 million fund founded by Nikhil and Nitin Kamath to support climate action), (a collective impact initiative aimed at empowering informal waste pickers), Vrikshit Foundation (which operates in 35 cities and has collected 8.7 million kilograms of waste), and The Indian Ploggers Army have expressed their support for the campaign’s message. Even Indian actors like Adivi Sesh and comedian Abish Mathew shared the video on their social media platforms, boosting its visibility.
Wash The Dabba campaign promotions by Saamuhika Shakti
Netizens Demand Action from Swiggy and Zomato
While the video has succeeded in raising awareness, social media users believe more can be done. Many netizens have taken to Twitter and Instagram to urge Swiggy and Zomato to take part in this initiative.
The potential of these companies to scale up the campaign cannot be understated. Swiggy and Zomato deliver millions of food orders every month and incorporating the ‘Wash the Dabba’ message into their packaging could significantly impact consumer habits. Many netizens believe that these brands, with their vast influence and daily engagement with customers, could normalize the practice of washing containers before disposal.
A Growing Wave of Support
As calls for Swiggy and Zomato’s involvement grow louder, various environmental and social organisations are also throwing their weight behind the movement. The Rainmatter Foundation, which focuses on funding initiatives that address climate action, has praised the campaign for its creative messaging and real-world impact. The Vrikshit Foundation, known for its work in reducing plastic waste across 35 cities, has echoed the importance of scaling such initiatives to reach a broader audience. Additionally, the collective impact initiative Saamuhika Shakti, which empowers waste pickers, has lauded the effort as a crucial step toward ensuring the dignity and safety of the city’s waste collectors.
The Road Ahead: Will Delivery Giants Step In?
While the campaign has clearly struck a chord with the public, much of its future success may depend on whether Swiggy, Zomato, and other food delivery services decide to participate. In a city like Bengaluru, where food delivery is part of everyday life, integrating this message into packaging could be the key to making responsible waste management second nature to consumers.
Social media continues to be flooded with calls for action, with some users even suggesting creative designs for the packaging that include a “Wash the Dabba” reminder alongside environmental facts. These efforts reflect the campaign’s far-reaching potential—both in terms of environmental impact and public health.
As one user summed it up, “It’s not just about washing the dabba; it’s about respecting the people who handle our waste. Let’s make it a habit, and let’s get Swiggy and Zomato on board.”
With such widespread support, it seems only a matter of time before the city’s largest food delivery companies catch on to the movement. The question remains: will they rise to the challenge?
