MMRDA and Laqshya Media Group to work on Public Private partnership model
The Mumbai Metropolitan Region Development Authority (MMRDA) inaugurated its latest beautification project on the 4th of September, 2021. The project involves a 6 km stretch of land that starts at the Mahim Causeway Junction and goes all the way up to the Chhatrapati Shivaji Maharaj Statue at the Western Express Highway. The inauguration was done by Cabinet Minister of Tourism & Environment for Government of Maharashtra, Shri Aditya Thackeray and the Metropolitan Commissioner, Mr. S. V. R. Srinivas. The contract for this beautification project has been handed over to Laqshya Media Group, one of the largest comprehensive marketing communications group in India functioning primarily in outdoor, events and Digital ecosystem.
Laqshya Media Group bagged the prestigious 15 year contract for the design, building, maintenance, operation and transfer of the main areas of beautification i.e. centre median strips, open spaces below flyovers, traffic islands and footpaths.
The highlight of this project is to introduce horticulture and highlight the importance of biodiversity throughout the city. Plants will be used to create aesthetic green designs in open spaces below flyovers, on footpaths and on traffic islands. Apart from using plants, world-class designs of street furniture such as Bus Shelters, Gantries and MUPIS will be used as a means of urban development.
Along with the Metropolitan Commissioner, Shri Aditya Thackeray, Cabinet Minister of Tourism & Environment for Government of Maharashtra will also be present for this event. In our interaction with him he said, “I am delighted to commence MMRDA’s new beautification project to elevate your commuting experience on the Western Express Highway. You will soon see revamped bus shelters, efficient traffic management, green clusters, toilets on the WEH. We are also working on urban spaces under the flyovers. We aim to upgrade the city by enhancing the safety quotient and creating vibrant, sustainable urban spaces keeping functionality as the central tenet to improve the experience.”
Metropolitan Commissioner, Mr. S V R Srinivas, who visited the site last week and was present at the inaugurating the event said, “The main aim of this project is to create aesthetically appealing green spaces in our city that is often referred to as a concrete jungle. With the help of horticulture and urban design, we wish to upgrade these open spaces into green hubs that people can enjoy and feel revitalized in. We are hoping that through this public-private partnership model, we can transform this stretch of land into an oasis for Mumbaikars. This is an important part of the larger project of MMRDA for bettering travel experience of commuters on Mumbai’s global entry point”
Speaking on the occasion, Alok Jalan, Managing Director, Laqshya Media Group said, “We are humbled to have secured this wonderful opportunity to beautify our beloved city of Mumbai. Our main aim is to create beautiful spaces with immaculate green design so that the residents of these areas and other city dwellers can reap the benefits and in turn also create world class and futuristic media including highest quality street furniture to further add to overall look and feel of this important stretch.”