Arth Ganga is a sustainable economic development model designed to reinforce the river-people connection through viable, eco-friendly initiatives. It rests on six main pillars: promotion of natural farming, monetisation and reuse of treated water and sludge from sewage treatment plants, enhancement of livelihoods, and promotion of tourism and cultural heritage. However, the National Mission for Clean Ganga (NMCG) has clarified that no proposal is under consideration for developing a ghat on the Yamuna River in Kairana, Shamli District.

To tackle pollution and promote sustainable economic activities across the Ganga basin, NMCG has set up Jalaj centres that engage local communities in river rejuvenation efforts. These centres focus on awareness generation and economic participation.

In collaboration with the Ministry of Agriculture and Farmers’ Welfare, NMCG has organised training workshops on natural farming in states along the Ganga basin. Additionally, it has sanctioned a research project titled "Evaluation of Natural Farming Practices on Water and Energy Savings and Enhancement of Soil Fertility & Crop Productivity" to the Water and Land Management Training and Research Institute (WALAMTARI), Andhra Pradesh.

A separate project, "Exploration of Floral Biodiversity near Ganga Banks", has been awarded to Patanjali. This initiative focuses on conserving floral biodiversity and boosting regional economic development from Gaumukh in Uttarakhand to Ganga Sagar in West Bengal.

As part of the Jalaj: Connecting River and People to Realise Arth Ganga initiative, the Wildlife Institute of India (WII), Dehradun, has established eco-tourism models including dolphin safaris, homestays, livelihood centres, and sales points to enhance conservation awareness and community income.

Another key initiative is a Capacity Building Programme for Leveraging Community and Local Resources Based on Technology, sanctioned to HESCO (Himalayan Environmental Studies and Conservation Organisation). This led to the establishment of an Arth Ganga Centre in Dehradun and three Ganga Resource Centres in Prayagraj (Uttar Pradesh), Digwara (Bihar), and Sahebganj (Jharkhand). Around 8,000 individuals were trained in the 2024–25 fiscal year through these livelihood initiatives.

To promote water sustainability, NMCG has released a National Framework for the Safe Reuse of Treated Water, guiding states in policy formulation and market development. MoUs have been signed with the Ministries of Power, Railways, and Agriculture for reusing treated water.

Furthermore, the Indian National Trust for Art and Cultural Heritage (INTACH) has documented architectural, natural, and intangible cultural heritage across all Ganga districts. A similar study is planned for the Yamuna basin.

NMCG continues to empower local communities through Jalaj centres, which also provide market linkage for self-help groups (SHGs), non-governmental organisations (NGOs), and small enterprises. Community members known as Ganga Praharis have been trained to conserve biodiversity and maintain river cleanliness.

To further promote public engagement, a Memorandum of Understanding was signed with ImAvatar to advance the Arth Ganga initiative. Additionally, the Continuous Learning and Activity Portal (CLAP) was launched to disseminate knowledge on environmental and river-related issues through interactive tools and resources.

Public outreach efforts include Ganga Utsav, Nadi Utsav, cleanathons, plantation drives, Ghat Par Yoga, and Ganga Aartis, all supported by dedicated community volunteers like Ganga Vichar Manch and Ganga Praharis. The implementation of Arth Ganga is regularly reviewed by an Empowered Task Force chaired by the Minister of Jal Shakti.