The campaign named Ujjwal Braj took the lead planting 450 bouganvilleas of many varieties specially brought from Andhra Pradesh and some from outside India, including Shubha, Lady Mary, Wajid Ali Shah, Chitra, Buck etc., in the foot hills of the holy Goverdhan parbat.

A special drive is on to plant 2200 bouganvilleas along the 22 km parikrama route in the first phase. The number will go up to 35,000 with tree guards.

Headed by Mathura Vrindavan Development Authority (MVDA) vice chairman Nagendra Pratap, Ujjwal Braj aims for a cleaner and greener Braj.

Secretary of Ujjwal Braj Anant Sharma told Samiksha Bharti News Service "the MVDA has provided us with a tractor-trolley, 200 dustbins, water tankers, garbage collectors. Soon CCTV will be installed at crowded spots. LED and solar panels will light up the entire parikrama marg. For cleaning up the parikrama marg we have hired 40 workers who are paid ₹5 lakhs monthly. The salary bill could go up to ₹25 lakhs as more people are put on the job."

Sharma said ornamental plants, creepers along the fences, bio wells for treatment of waste water, vermi-compost units and solid waste treatment plants are in the pipeline, for which the UP government has provided us land. "Additionally we are providing ten pilgrim shelters." Cold RO water dispensers would take care of the drinking water needs of one lakh pilgrims along the parikrama route.

Goverdhan hill, said to have been lifted on his little finger by Sri Krishna to protect the Brajbasis from the wrath of Indra Dev, attracts annually over three crore pilgrims (30 million) most of them performing the parikrama. The annual Mudiya Poonau, falling July 28, will be the highpoint when over a crore pilgrims would have visited the holy town for a parikrama.