Juhu- Soul of The City is an NGO initiative to recover, rescue and reimagine the vital importance of a vibrant Juhu and its coastline to the city of Mumbai's heritage, ecology and development. Once the beating heart of the city's indigenous coastal community and an oasis of recreation for both people and wildlife alike, this enviable suburb has deteriorated steadily from discordant urbanization, unchecked environmental abuse and public and social antipathy. Juhu- Soul of The City is a pragmatic, clear and wide-ranging initiative to correct the ensuing degradation in law and order, sanitation, civic infrastructure and the environment through clear, focused and achievable civic action.