© 2020. Ramadhar Singh & Neeraj Pandey. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non- commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Psychological Foundations of the Cleanliness Initiative in Ahmedabad City of India By Ramadhar Singh & Neeraj Pandey Ahmedabad University Abstract- Spitting on the roads of and littering around a city in India have been of concern to national leaders and civil servants since the pre-independence years. It was unsurprising, therefore, that the Prime Minister Narendra Modi launched the Swachh Bharat Abhiyan (SBA) as a nation-wide cleanliness campaign on October 2, 2014 at Rajghat, New Delhi. The cleanliness initiative by the Ahmedabad Municipal Commissioner (i) dissuades spitting on the roads and littering around the city, (ii) collects fines from those whose photos are captured by CCTV cameras, and (iii) invites active participation of all residents of Ahmedabad in the cleanliness drive. The authors present psychological foundations of this initiative, arguing that all residents ought to hold the offender and anyone else associated with such an offense as accountable. Further, they raise four new issues with the current cleanliness drive and offer suggestions for how to resolve them. Keywords: association, commission, collective ownership, omission, norms, participation. GJHSS-A Classification: FOR Code: 170199 PsychologicalFoundationsoftheCleanlinessInitiativeinAhmedabadCityofIndia Strictly as per the compliance and regulations of: Volume 20 Issue 8 Version 1.0 Year 2020 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-460x & Print ISSN: 0975-587X Global Journal of HUMAN-SOCIAL SCIENCE: A Arts & Humanities - Psychology