Environmental activism comes in many forms, from policy advocacy to grassroots efforts, all working toward a cleaner, greener world. One such initiative is plogging—a mix of jogging and litter-picking—that has gained global popularity.
Vivek Gurav, an environmental activist from Wembley, North-West London, began plogging in 2021 to tackle litter pollution. Originally from India, he started his plogging movement in Bristol and later launched the "PlogYatra" challenge, aiming to jog and clean-up 50 UK cities. The initiative promotes sustainability, waste management, and climate action, while also raising funds for Parkinson’s UK.
His efforts have grown into a UK-wide campaign, earning recognition from government leaders and media. In 2022, he received an award from Prime Minister Boris Johnson and was invited to 10 Downing Street by Rishi Sunak. That November, he spoke at COY17, the youth version of COP27.
In an interview with Asian Voice, Vivek spoke about his plogging journey, challenging stereotypes of environmental activism and much more.
How did you get started with plogging? And what's the biggest challenge you have faced so far on your journey?
Plogging began in India on October 2, 2019, when I launched Pune Ploggers as a community-led initiative. My goal was to unite individuals passionate about the environment and create a consistent, weekend-based clean-up movement. Before this, I had spent five years working on various clean-up missions across Pune, where I moved for my studies.
Seeing the city’s polluted rivers and a cycle of blame—where the government, people, and companies all pointed fingers at each other—I realised someone had to take responsibility. I call this the "triangle of inaction." Inspired by the quote "Be the change you wish to see in the world," I decided to act first, believing that leading by example would encourage others to join.
After two years leading Pune Ploggers, I moved to the UK in 2021 on a Think Big scholarship at the University of Bristol to study climate change. My biggest challenge remains changing attitudes—many believe waste management isn’t their responsibility. However, I’ve found that leading by example inspires action.
A common misconception is that developed countries are cleaner. While they have better waste systems, high consumption of single-use disposables leads to significant littering. In India, reusable containers are still common, whereas in the UK, reliance on takeaways increases plastic waste. My focus now is raising awareness about reducing single-use plastics and promoting minimalism for long-term sustainability.
What was the public response to your plogging tour, and have people joined in or shown interest in the movement?
In 2021, I launched my first plogging challenge in the UK—a 30-day initiative that engaged 150 international students from 18 countries. The momentum continued in 2022 with a “30-city plogging tour”, where I connected with 250 participants, including schools, communities, NGOs, and student unions. Companies also reached out, inviting me to collaborate on waste management awareness campaigns.
What started as a small act—an international student picking up litter—created a “ripple effect”, inspiring many, especially children, to adopt plogging. My efforts gained media attention which has led to invitations from cities across the UK, where people wanted to join the movement. While I received overwhelming support, I also faced criticism—some questioned why an Indian student was cleaning the UK instead of his own country. But I see such comments as a sign that I’m on the right path—sparking conversations and challenging perspectives on responsibility and sustainability.
Do you feel like you are challenging the stereotype of what environmental activism looks like by combining it with physical fitness?
Activism doesn’t have to be stressful, aggressive, or solely focused on alarming issues—it should be uplifting, engaging, and inspiring. That’s exactly why I approach litter picking and environmental awareness with a sense of fun and inclusivity. People should enjoy taking action rather than feeling overwhelmed by it.
I emphasise action over disruption, and hope and optimism over anxiety. Today, many struggle with eco-anxiety, feeling helpless in the face of environmental crises. This is largely due to the overwhelming negativity surrounding these issues. Instead, we need to create positive, solutions-driven movements—initiatives that give people something to look forward to. Even a small campaign can spark hope and bring light into people's lives.
South Asian traditions often emphasise respect for nature. How do you integrate these values into your plogging mission and daily life?
Sustainability has always been an integral part of Indian and South Asian culture. Our traditions emphasise minimalism, responsibility, and respect for nature, using natural resources in ways that do not harm the environment. For generations, we have honoured these resources through customs and prayers—an acknowledgment of their value and a commitment to preserving them for the future.
When I see new sustainability campaigns emerging in the West, I often point to the rich traditions of India, where many of these practices have existed for centuries. Take, for example, the shift towards biodegradable alternatives to plastic plates—bamboo and leaf-based plates, which our ancestors perfected long ago, are now being rediscovered and marketed as innovations.
This is India's soft power on the global stage—a form of environmental diplomacy where the world is now embracing and adopting our time-tested practices. As an Indian plogger, I take pride in carrying this message forward. My work isn’t just about litter picking; it’s about showcasing how sustainability is deeply rooted in our culture and heritage.
