Ranchor Prime approached the World Wide Fund for Nature in Geneva and proposed to them a three-year project based in Vrindavan that would try to draw out the lessons which Hinduism had to teach about ecology, and try to apply them, in a way to have "a positive effect on all the millions of pilgrims who come to Vrindavan so they could take away some positive lessons with them - and also then provide a model project that could be applied elsewhere".