Agra is the pride of the state of Uttar Pradesh. It is the city that puts Uttar Pradesh on the world map and attracts one and all from near and far to come and witness the world wonder – the Taj Mahal. The city has recorded the highest number of foreign and domestic visitors in the country. However, despite being a city of international repute, it is replete with urban decay, inadequate facilities and information, for both its citizens and visitors. The Taj Gunj masterplan and its city branding initiative have a vision to uplift the city to international standards. To have a cohesive Identity, up gradation of facilities, modernization of amenities and creation of new magnets that help explain and experience the city of the Taj. In essence, identification and exemplification of the unique DNA of the city, its culture, treasures, companies and people- is proposed through proper infrastructure and development. Urban redevelopment in old city areas as this is based on a singular premise that, in India, heritage is perceived as a resource- a valuableone. It is inherited but cannot be ‘consumed’ and therefore must be handed over, preferably with enrichment, to the future generations. The city of Agra is slowly but surely changing its face, rebranding itself as a forward looking, listening and caring city.