Clean Braj Campaign Expands from Sacred Pilgrimage Sites to Towns Across the Region
Mathura, June 27: The district-wide cleanliness initiative titled “Hum Sabne Thana Hai, Braj Ko Swachh Banana Hai” is rapidly transforming into a public movement across the Braj region. Launched with the objective of preserving the spiritual, cultural, and environmental heritage of Lord Krishna’s land, the campaign has now expanded beyond major pilgrimage destinations to include municipal towns, local markets, and residential areas throughout the district.
The initiative began at Brahmand Ghat and has steadily reached several of Braj’s most important religious locations. Authorities say the campaign is designed not only to improve sanitation but also to encourage citizens and pilgrims to view cleanliness as a form of service to Lord Krishna.
District Administration Monitoring Progress Daily
District Magistrate Chandra Prakash Singh is personally reviewing the campaign on a daily basis. Detailed progress reports are submitted regularly, enabling the district administration to monitor implementation and issue timely directions wherever required.
Municipal Commissioner Jag Pravesh is supervising the cleanliness drive across the Mathura-Vrindavan Municipal Corporation area, while administrative officers are inspecting sanitation work within their respective jurisdictions to ensure continuous improvement.
Major Pilgrimage Centres Included
The special cleanliness campaign is currently underway in Kosi Kalan Municipality and the Nagar Panchayats of Govardhan, Gokul, Barsana, Bajna, Raya, and Nandgaon. Intensive sanitation work is also being carried out at prominent religious destinations, including the Shri Giriraj Ji Parikrama Marg, Vrindavan Parikrama Marg, Kokilavan, and several other pilgrimage routes visited by millions of devotees every year.
Officials said the objective is to provide pilgrims with a cleaner, safer, and more pleasant spiritual environment while strengthening Braj’s reputation as one of India’s most significant religious tourism destinations.
Community Participation Continues to Grow
The campaign has witnessed increasing public participation, with voluntary organisations actively contributing through cleanliness drives and awareness activities. Volunteers from the Heartfulness organisation have joined the initiative by participating in sanitation work alongside local authorities.
The Uttar Pradesh Braj Teerth Vikas Parishad continues to play a key coordinating role by working closely with the district administration and local civic bodies to accelerate implementation across the Braj region.
Prominent Personalities Join the Movement
The campaign has also attracted support from several distinguished personalities. Former Chief Executive Officer of the Yamuna Expressway Industrial Development Authority (YEIDA), Arun Veer Singh, recently participated in a cleanliness drive during his visit to Vrindavan. Along with members of the Ujjwal Braj Foundation, he undertook voluntary cleaning work along the Vrindavan Parikrama route and encouraged pilgrims and residents to contribute towards maintaining a clean Braj.
On Saturday, Mukesh Saraswat, Deputy Chairperson of the Mathura-Vrindavan Municipal Corporation, also joined the campaign alongside Additional Municipal Commissioner C.P. Pathak. Both participated in voluntary cleanliness activities and appealed to citizens, social organisations, and devotees to actively support the mission.
Vision for a Cleaner Braj
According to the district administration, maintaining cleanliness in Braj is not solely the responsibility of government agencies but also a shared moral and religious responsibility of every resident and pilgrim. Officials believe that a cleaner Braj will enhance both the spiritual experience of devotees and the region’s standing as a world-class religious tourism destination.
The strategy for the campaign was finalised last week under the guidance of Uttar Pradesh Braj Teerth Vikas Parishad Vice Chairman Shailja Kant Mishra and Divisional Commissioner Nagendra Pratap, in line with the vision of the Chief Minister to transform Braj into a cleaner, greener, and more welcoming pilgrimage region through active public participation.