Modern roads, sprawling temples with high-rise ashrams and commercial complexes are replacing the natural and cultural sites that once defined this sacred Sri Krishna's Leela Bhoomi.

Activists argue that this unplanned urbanisation is eroding the rustic character and ancient glory of the Braj Mandal, which millions of devotees and pilgrims cherish every year.

Mythologically, Braj was characterised by lush forests, mangroves, ponds and rivers, reflecting its deep ecological significance. These natural features, central to the worship and devotion of Shri Krishna, are now the target of bulldozers and JCBs in favour of modern ‘upgrades’ that fail to be in sync with Braj’s heritage.

It is time for a social audit of the work done, budgets and schemes of the Brij Teerth Vikas Parishad formed by the Yogi government so that the public can know how this white elephant has enriched Braj culture. Since its formation, Mathura and Vrindavan, centres of spiritual heritage, have suffered from poorly planned urban expansion, say local activists.

Vrindavan is now turning into a tourist spot. Demolished old buildings, hotels and market complexes, high-rise buildings dominate Vrindavan's skyline, leaving little space for greenery. Sacred kunds important to Braj's ecosystem and cultural rituals are drying up or being encroached upon. Traffic congestion, uncontrolled sewage and rampant encroachment have turned the area into a chaotic concrete sprawl.

Local green activists worry that the essence of Braj culture is fading away. The holy city is losing its spiritual and ecological identity amid this relentless urbanisation.

Proponents of ancient glory blame the Mathura-Vrindavan Development Authority and the Tirtha Vikas Parishad. Development projects often ignore architecture and environmental friendliness, resulting in urban distortions that clash with Braj's sacred and pastoral charm.

One scholar describes the area as ‘living in three different eras’, with ancient ruins, medieval structures and modern high-rise buildings. For example, the proposed skyscraper temple of Shri Krishna is said to be a symbol of the region's misplaced priorities. This ambitious project will increase pressure on already limited water and power resources.

Despite a National Green Tribunal directive banning concrete construction within 100 metres of parikrama routes, enforcement remains lax. Green activists say luxury development projects, such as bungalows rivalling five-star hotels, continue unabated, desecrating the spiritual essence of Braj.

Prominent politicians such as Hema Malini have failed to provide a clear vision for preserving Braj's cultural and environmental heritage. Conservationists stress the need for a local arts panel to guide sustainable development. Urgent, coordinated efforts are needed to restore the ecological balance and cultural authenticity of the Braj Mandal.

From preserving its sacred green spaces and waterways to preventing uncontrolled urbanisation, the region needs a comprehensive action plan. Measures such as waste management, traffic regulation and preservation of heritage architecture are important to preserve the unique identity of Braj.

The pilgrimage sites of Braj Mandal, immortalized in poetic literature and revered from a religious point of view, are not only remnants of the past but also important nutrients of its vibrant culture. If the ancient glory and character of Braj are not preserved, commercialism will be guilty of killing the soul of this sacred land.