Wake Up Agra president Shishir Bhagat who organized a river clean-up programme on the heritage day, told Agratoday.in, "if the UNESCO recognized Yamuna as a heritage asset, it would be easier for various government agencies to pool in resources and efforts to save the dying river."

In Vrindavan, Mathura, hundreds of ascetics are continuing their peaceful agitation for the restoration of the original glory of the Yamuna.

Maharshi Kumarswami Maharaj, the spiritual guru, after conducting puja of the Yamuna at the Vishram Ghat in Mathura announced he would spend Rupees one crore for cleaning up of the holy river.

Ramesh Baba of Barsana's Maan Mandir, who has been campaigning for Yamuna clean up for the past several years, has already announced a mass movement soon to pressure the central government to save Yamuna.

In Agra, groups of voluntary agencies and even film stars including Priyanka Chopra recently have been engaged in cleaning up exercises to raise awareness and create public opinion to save what many people say a dead river.

"Yamuna is not just the lifeline of half a dozen cities from Delhi to Agra, but a repository of religious beliefs, culture, history and architecture," says Surendra Sharma, president of the Braj  Mandal Heritage Conservation Society.

"Not just for the Sri Krishna lore, the Vaishnavite traditions followed by millions of devotees across the globe owe much to the Yamuna," adds Shravan Kumar Singh, a conservationist. Originating in the Yamunotri glacier in the Himalayas, Yamuna covers a distance of over 1,300 km, before merging with the Ganga in Allahabad.

Various studies over the years have shown the adverse impact the discharge of industrial and household waste has on the river.

At a roundtable discussion on the International Day for Monuments and Sites also called World Heritage Day, Wednesday, speakers said Yamuna could be saved from pollution and neglect only if it was recognized as a heritage entity.

Vrindavan's eminent musicologist Acharya T. Jaimini  told Agratoday.in that the UP chief minister who is an environmentalist should take an initiative and spell out a concrete action plan for restoration of the Yamuna river's past glory.

"Great civilizations in history have flourished along river banks. In India, the rivers are worshiped as goddesses. An interesting fact about the Yamuna is that it has a richer history and a valuable contribution to enriching culture, art, architecture and commerce, when compared to the Ganges (Ganga)," said Bankey Lal Maheshwari of the charitable organization Sri Nathji Nishulk Jal Sewa.

Green activist Rajan Kishore said: "The epic Mahabharta was written on its banks, saint Parashar and Satyawati gave birth to Ved Vyas, for thousands of years great saints and thinkers lived in ashrams along the Yamuna."

While flowing along Delhi, the seat of power for centuries, the Yamuna inspired the Mughals and later the British to build some of the most magnificent buildings along its banks. In Agra, the Taj Mahal was built next to it.

Said Yogesh Puri, Mahant of the famous Mankameshwar Math in Agra :"No other Indian river shares such a diverse and rich history, cultural and religious importance and as the sister of Yamraj, the god of death, Yamuna's place in the Indian mythological tradition is permanently etched."

"If steps are not taken to save it now, we would be deprived of a great nurturer and a crucial  historical tradition," warns green activist Ravi Singh.

The Braj Mandal Heritage Conservation Society has written to the prime minister and the environment minister demanding immediate steps to save Yamuna from further degradation.