This approach of nudging a community in areas of life that are seemingly unrelated, however are obliquely very relevant seemed a very useful and appropriate solution for a situation that seemed very tough to solve.

The concept is based on 'obliquity' by John Kay, and 'Nudge' by Thaler and Sunstein.

This project for which it was conceptualised was based in rural south India for the problem of garbage waste in the immediate surroundings of villagers. John Kay in his book ‘Obliquity’ suggests how if you want to go in one direction, the best route may involve going in another. This is the concept of obliquity; many goals are more likely to be achieved when pursued indirectly. John Kay is an eminent economist and writer and is a professor at the LondonSchool of Economics.