Prime Minister Modi launches Mission LiFE globally in Kevadia, Gujarat

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Prime Minister Narendra Modi launched Mission LiFE (Lifestyle for Environment) in the presence of the United Nations of the Secretary-General, António Guterres at the Statue of Unity, Ekta Nagar, Kevadia on 20 October 2022.

Several world leaders including French President Emmanuel Macron, United Kingdom's Prime Minister Liz Truss, Georgia Prime Minister Irakli Garibashvili, Estonia Prime Minister Kaja Kallas, and Madagascar President Rajoelina sent video messages for the global launch. 

Speaking on the occasion the Prime Minister said that the vision of LiFE is to live a lifestyle that is in tune with our planet and does not harm it. And those who live such a lifestyle are called “Pro-Planet People.” Mission LiFE will strengthen the concept of P3 (Pro-Planet People) and join the people of Earth.

LiFE (‘Lifestyle for the Environment)

• The idea of LiFE (‘Lifestyle for the Environment) was given by Prime Minister Modi at the 26th United Nations Climate Change Conference of the Parties (COP26) in Glasgow 2021.
• The idea promotes an environmentally conscious lifestyle that focuses on 'mindful and deliberate utilisation' instead of 'mindless and destructive consumption'.

Strategy of LiFE

According to the Prime Minister Office (PMO) the "Mission LiFE aims at following a three-pronged strategy for changing our collective approach towards sustainability. 

First is by nudging individuals to practise simple yet effective environment-friendly actions in their daily lives (demand);

Second is by enabling industries and markets to respond swiftly to the changing demand (supply) and; 

Third is to influence government and industrial policy to support both sustainable consumption and production (policy).