Bhakti Chalak

Afroz Shah has become a global symbol of citizen-led environmental action. In 2015, he launched what would become the world’s largest beach clean-up drive—an act of love, rage, and responsibility that transformed not just Mumbai’s Versova Beach, but how the world views community action.

Growing up along India’s west coast, Afroz remembers a time of clean ponds, vibrant mangroves, and pristine beaches. But by his teens, that beauty had vanished. Versova Beach, once his childhood haven, had become a dumping ground—five feet deep in marine debris. “The plastic reached my earlobes,” he recalled, describing the shock that spurred him to act.

Afroz Shah and his team is joined by Superstar Amitabh Bachchan at the Versova beach

That moment came in October 2015 when Afroz was 42 years old and he moved to a flat facing the garbage-strewn Versova shoreline. "Something was drastically wrong, and something had to be done urgently," he said. Armed with gloves and willpower, he and his 83-year-old neighbour, Harbansh Mathur, began cleaning. It was personal. "This is my planet, my earth, my ocean, and I must clean it," Afroz said, refusing to wait for government intervention.

His consistency inspired hundreds of volunteers—slum dwellers, students, fisherfolk, professionals—united by a ’date with the ocean.’ The campaign combined ground action with awareness, using clean-ups as tools to educate and empower.

Afroz Shah and his team doing a thorough cleaning of the beach

Within 85 weeks, over five million kilograms of trash had been removed. The transformation stunned the world. Photos of the rejuvenated Versova Beach went viral, and in 2016, the United Nations Environment Programme (UNEP) called it ‘the biggest beach clean-up in world history.'

In 2016, UNEP honoured Afroz Shah with its highest environmental award – the Champions of the Earth, making him the first Indian ever to receive the recognition. His clean-up efforts became a global model for community-led climate action.

From Bollywood actors to political leaders, thousands joined the movement. Prime Minister Narendra Modi lauded Afroz on Mann Ki Baat; Vice President Venkaiah Naidu and CM Devendra Fadnavis publicly supported the campaign. Corporate partnerships with brands like Adidas and Dow brought in resources and machinery.

Awards followed: CNN-News18 Indian of the Year, CNN Hero, GQ Eco Warrior, among others. But Afroz stayed grounded. “It’s not just about a clean beach—it’s about reducing marine debris and learning while doing,” he said.

Afroz never viewed clean-ups as the end goal. They were the entry point to deeper reform. “Beach clean-up is misunderstood,” he explained. “It’s about mitigating the plastic that enters the belly of the ocean.”

In 2023, he founded the Afroz Shah Foundation, shifting focus from visible clean-ups to a three-stage model:Pre-Litter – Encouraging consumers to avoid unnecessary packaging, Litter – Creating community-level systems for segregation and recycling and Post-Litter – Continuing clean-ups of beaches, mangroves, and oceans.

His foundation has now engaged over 400,000 people in Mumbai and initiated eco-action in 25 villages, aiming for 200 more. Afroz also works with 200+ schools and colleges, helping youth rethink plastic usage. From slums to corporate offices, he conducts sessions urging behavioural change. “Pollution starts in the head and must end there,” he insists.

As a lawyer, Afroz brings unique insights into policy failures. He’s vocal about gaps in India’s implementation of plastic ban and Extended Producer Responsibility (EPR) rules. “Don’t make laws detached from ground realities. Get into micro-details. Make them implementable,” he argues.

Afroz Shah

He calls for a Circular Economy Act, separate from waste management, and advocates placing “environment” under the Concurrent List in the Constitution—allowing both Centre and States to legislate clearly. Currently, it falls in a legal grey zone.

Afroz is also skeptical of global plastic treaty negotiations. “They’re driven more by diplomacy than data,” he says. Drawing parallels with India’s Constitution-making, he proposes a more rigorous, evidence-based process: “We need dedicated committees working for a year, not week-long summits.”

For Afroz, this isn’t just about cleanliness—it’s about coexistence. “The rights of humans must end where the rights of other species begin,” he says. His message is sharp: “We keep blaming the government. But the government is not littering—we are.”

He critiques performative activism: “There are people who sit with pen and paper in front of a camera their whole lives. Ten years later, the problem is still there.” In contrast, his own journey is one of consistent, physical action—grounded, hopeful, and deeply Indian.

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Afroz Shah’s journey proves that change doesn’t need political power or massive funding. It needs heart, habit, and hands in the sand.