"Though we have implemented zero liquid discharge (ZLD) in textile dyeing and bleaching units as directed by the Madras high court, we launched the drive to save the environment. We are committed to keep the environment free from pollution in and around the city," president of Dyers Association of Tirupur S Nagarajan said.

The nine-kilometre stretch of the river, from Anaipalayam Road Bridge to Kasipalayam Overbridge, which falls within the corporation limits, will be cleaned in two phases. The drive has been aimed to remove debris, bushes and also plastic from the river.

"Irrespective of what happened to Noyyal, we hope that the drive will bring the much-needed hope for the revival of the river," said president of the Knit Cloth Manufacturers Association Ahill S Rathinasamy.

"While we provided earthmovers and manpower needed for removing debris, the corporation has given seven lorries and adequate manpower to transport them to its dumpyard at Nallur. The district administration has provided a technical team consisting of personnel from TANGEDCO, pollution control board, BSNL and the public works department, which will guide us to take the drive forward," former president of Builders Association of India K Shanmugaraj said. The association is the co-ordinator of the project.

"We are planning to complete the first phase of the drive, between Valarmathi Overbridge and Maniyakaranpalayam Overbridge, before the birth anniversary of late President APJ Abdul Kalam, which falls on October 15. On that day, we will conduct an awareness rally on the importance of protecting waterbodies," said general secretary of the Tirupur Exporters' Association TR Vijay Kumar.

The cleaning drive will also cover Kanthankanni and Anaipalayam irrigation tanks. "The former pond has not received rainwater for many years. Desilting work planned in those waterbodies will help recharge of groundwater during the upcoming northeast monsoon," Shanmugaraj added.