Maha Kumbh 2025, the world’s largest religious gathering, reportedly begins today in Prayagraj, Uttar Pradesh and will continue till February 26. This year, the gathering will attract more than 45 million visitors and will feature sacred bathing rituals, cultural performances, yoga and more. Retreats, art installations, environmental initiatives, and more.
The Uttar Pradesh government has reportedly allocated Rs 6,900 crore for 549 projects focused on infrastructure, sanitation and logistics. These include the construction of a gigantic tent city on 4,000 hectares, the state’s interim District 76; Security measures will also utilize AI, CCTV cameras, and drones such as water drones. Prayagraj airport has expanded its parking area and special trains connecting the city with other areas have also been announced.
As a result, from a business point of view, Maha Kumbh has also given a huge economic boost, amounting to almost Rs 200,000 crore. Of this, the majority is expected to come from the food and beverage sector, as well as transportation and logistics.
“As devotees from across India plan trips to Maha Kumbh, searches for Prayagraj on MakeMyTrip have skyrocketed 23x year-on-year. Travel demand is high during the opening and closing weeks of the event. In particular, Rajesh Magow, co-founder and group CEO, MakeMyTrip.
As a result, brands from all walks of life are leveraging this event to increase awareness and engage with consumers. FMCG companies, banks, start-ups and technology platforms have stepped up promotional activities with hoardings, product booths and new product launches.
Spiritual app, travel, and hospitality startups are also preparing to take advantage of this opportunity. To improve the visitor experience, the government has launched a dedicated Kumbh app in collaboration with private companies such as Kultrim, Basini and Samagra X.
FMCG major Dabur is also attracting consumers by promoting Hajimora at its dhabas and eateries and setting up branded changing rooms and baby care areas at ghats. These initiatives aim to provide first-time product samples to international visitors, while targeting secondary and tertiary cities.
A Mahakumbh hospitality official told Fortune India that the festival will have five food courts. The agent pointed out that the food court itself has more than 14 stores, including popular premium brands such as Starbucks and Domino’s. Even Reliance Consumer Products Ltd (RCPL) is using this opportunity to promote the return of its beverage Campa.
