Prime Minister Dr. Manmohan Singh today strongly advocated for highest priority to the conservation of rich and diverse cultural heritage of the country. This, he said, was represented in the creative expressions and pluralist traditions in the material culture. Launching the year-long celebrations to mark the 150 years of archeological survey of India (ASI) in New Delhi, Dr. Singh said conservation efforts required vision, sincerity of purpose and coordinated efforts by different stake holders.

Highlighting the role of ASI in preserving the heritage of the country, he pitched for greater integration of Cultural Ministry and the ASI in preservation and conservation efforts. This, he said, had to be in tune with public policies and schemes for urban renewal in cities. Dr. Singh said successful conservation efforts had created employment generation, boosted local crafts and arts and built infrastructure. The Prime Minister said the pressures of urbanisation and population growth were threatening the historic monuments and called for quick action to preserve them.

Dwelling at length the challenges ahead in preserving this rich heritage, he said the Government was laying emphasis on all round revitalisation of the organisation and advised the Ministry of Culture to finalise the scheme prepared by the Planning Commission.

This is to involve states in a big way in preservation efforts. Dr. Singh said advocacy, outreach and awareness building among students, industry and community organisation should be integral part of these efforts.

He earlier presented awards to five personalities for their outstanding contribution in the field of protecting and preserving this heritage and released a commemorative stamp and five publications.

Speaking on the occasion, Minister of Culture Kumari Shelja said a comprehensive plan was in place to ensure that the people learn to respect, celebrate and preserve the heritage. This she said can be achieved by creating awareness among people particularly children. She said 19 Indian monuments had been added to world heritage list.

Communication and IT Minister Kapil Sibal said that his ministry had released a number of stamps on ASI to recognise its contribution in protecting and preserving India's varied Cultural Rainbow.