Mumbai’s Coastal Road Controversy: Hoarding-Free Vision Faces Challenges

Mumbai, August 2024 - The Brihanmumbai Municipal Corporation's (BMC) newly released Draft Policy for Outdoor Advertisements 2024 has sparked significant debate, particularly concerning the highly anticipated Coastal Road. While the policy introduces several changes, including uniform hoarding sizes and a streamlined permission process, it has not entirely addressed the concerns of Mumbai’s residents, especially those in South Mumbai.

A Partial Victory for a Hoarding-Free Coastal Road

One of the primary demands from South Mumbai residents and local leaders has been the creation of a hoarding-free zone along the Coastal Road. The BMC has responded, but only partially: hoardings will be banned on reclaimed lands along the coastal route. However, the policy still permits the erection of hoardings on non-reclaimed land, such as open spaces adjacent to the road.

In South Mumbai, six hoardings have already been approved—four near Tata Garden and two near Haji Ali—pending final approval from the Maharashtra Coastal Regulatory Management Authority. These areas, while not on reclaimed land, fall within the Coastal Regulatory Zone, sparking concern among locals and environmentalists.

Residents Push Back: An Online Campaign Gains Momentum

In response to the draft policy, South Mumbai residents have launched an online petition urging the BMC to abandon plans for any hoardings along the Coastal Road. With nearly 5,000 signatures, the campaign highlights concerns that hoardings will not only mar the aesthetic beauty of the coastal stretch but also pose a significant distraction to drivers, potentially increasing accidents.

Rajesh Dahiya, a key figure in the Breach Candy Residents Forum, emphasized that the Coastal Road is intended to be a scenic landmark, not cluttered with commercial advertisements. “Allowing these hoardings will set a precedent that could transform the scenic landscape into another Western Express Highway,” Dahiya warned.

BMC’s Stance and Policy Highlights

Despite the outcry, the BMC maintains that the draft policy is a necessary update. Deputy Municipal Commissioner Kiran Dighavkar clarified that hoardings are prohibited only on the reclaimed lands of the Coastal Road. However, areas outside these zones are still fair game, provided they adhere to strict guidelines, including obtaining a No Objection Certificate (NOC) from the Maharashtra Coastal Regulatory Management Authority.

The draft policy also introduces a uniform size for hoardings citywide, with a maximum size of 40ft x 40ft and a height of up to 100 feet. It streamlines the permission process, making a Traffic Police NOC mandatory, and expands the list of prohibited areas for hoarding installations, including building terraces and traffic islands.

The Debate Continues

As the BMC moves forward with its draft policy, the debate between urban development and environmental preservation intensifies. Residents of South Mumbai are adamant that the Coastal Road should remain free from the visual clutter of hoardings, while the BMC argues for a balanced approach that accommodates both commercial interests and public safety.

The coming weeks will likely see further discussions and possibly revisions to the policy, as stakeholders from various sectors weigh in on the future of Mumbai’s newest infrastructure project.