Indore in Madhya Pradesh, India, was once dotted with fetid waste dumps but after a huge campaign is now virtually spotless

This is what happens usually in India: a politician wakes up and launches a cleanliness “drive” with fanfare. They ostentatiously start sweeping a street and speak solemnly about civic duty while the media take photos. The next day it’s over and things go back to how they were before.

But not in Indore in Madhya Pradesh. From 2017, when it won the prize for being the cleanest city in the country, it kept winning for eight straight years, until last year.

Before 2017, Indore had been ranked 25th of 471 towns and cities in the government’s cleanliness rankings.

In many cities, families will keep their home scrupulously clean, but a few feet from their front door rubbish is left lying around.

“That other area is seen as someone else’s responsibility and no one sees any contradiction in walking past a stinking pile of rubbish to their clean home,” said Arjun Sehgal, a local chemistry tutor.

Residents have taken up cleanliness as their own personal responsibility, according to Prabhnit Sawhney, a petrol pump owner. “I’ve seen people stopping someone who littered. I’ve seen drivers stop their car when they see rubbish on the street to remove it. It’s become a kind of mission that inspires everyone,” he said.