Mata Amritanandamayi Math launched a large-scale cleanliness drive called Amala Bharatam 'Amrita Bharatam' in Coimbatore  to create social awareness of humanity's debt to earth and nature. The aims of the project were to embrace new practical initiatives to clean India, promote health through hygiene, sort garbage and properly dispose of waste and to make people aware of the need to maintain environmental cleanliness.