The initiative aims to improve the aesthetic appeal, environmental value and urban character of major roads through landscaping, urban greening and horticulture-based interventions. It also seeks to enhance the public realm along these corridors.
Selected developers will have up to 12 months to complete the development work, followed by a 10-year operation and maintenance period. To support the commercial viability of the projects, developers may be granted branding and naming rights.
However, AMC has stipulated that at least 25 per cent of the available advertising rights within each project corridor must be reserved for the civic body free of cost. The corporation is also seeking participation from companies through Corporate Social Responsibility (CSR), Environmental, Social and Governance (ESG), and Corporate Environmental Responsibility (CER) funding channels.
