The Rushikulya River's confluence with the Bay of Bengal has held significance for centuries, primarily for local fishing communities. However, its importance grew exponentially with the discovery of it being a major mass nesting site for Olive Ridley sea turtles. Conservation efforts began in earnest in the late 20th century to protect these vulnerable creatures. The Odisha Forest Department, along with various NGOs, have played a crucial role in monitoring the nesting sites, preventing poaching, and raising awareness among local communities. The beach's history is interwoven with the lifecycle of these turtles, making it a vital location for marine conservation.