Maha Kumbh 2025: A confluence of pilgrimage and marketing

As the much hyped Maha Kumbh 2025 began in Uttar Pradesh’s Prayagraj earlier this week, the footfalls are increasing every day. The spiritual festivals is expected to draw over 400 million visitors. Using this as a golden opportunity to directly engage with the consumers and market their products, leading consumer goods brands are making a beeline at the world’s largest congregation.

Uttar Pradesh Chief Minister Yogi Adityanath has recently stated that with an expected turnout of 40 crore devotees this year, the Maha Kumbh 2025 is projected to generate up to Rs 2 lakh crore in economic growth. Leading Indian brands also do not want to miss out on the opportunity to grab eyeballs of the huge number of devotees who have come from across the world at the religious event and earn profit. With the Maha Kumbh set to generate a whopping Rs 2 lakh crore, major brands are flocking to the confluence of the holy rivers to set up camp.

Maha Kumbh 2025 footfalls

While day one of Maha Kumbh 2025 being hosted in Prayagraj witnessed participation of over 1.5 crore devotees, on the auspicious occasion of Makar Sankranti, 14th January, over 3.5 crore devotees took the first ‘Amrit Snan’ (holy bath) at the confluence of the Ganga, Yamuna, and Saraswati rivers (Sangam) by 5:30pm.

Corporates and brands flocking Maha Kumbh 2025

Leading FMCG companies like Dettol, Dabur, Pepsico, Coca-Cola, and corporates such as ITC and Reliance have set up camps, where their products have been put on display. These brands are also distributing samples and refreshments to the visitors. The brands are expecting business with the 45-day-long festival getting more footfalls in the coming days.

While Reliance Industries has set up refreshments stalls through its FMCG unit, Reliance Consumer Products Ltd (RCPL), Adani Group has joined hands with the International Society for Krishna Consciousness (ISKCON) to offer maha prasad to the devotees at Maha Kumbh. The maha prasad seva is being offered to around 1 lakh devotees including 18,000 sanitation workers daily.

FMCG brand Reckitt through its flagship hygiene brand Dettol is training almost 15,000 sanitation workers and supplying soaps at the Maha Kumbh, international beverage brand Coca-Cola is promoting repurposed packaging and raising awareness about recycling.

CSR at Maha Kumbh 2025

However, not just business, companies are also using the platform to undertake Corporate Social Responsibility (CSR) initiatives while at the same time marketing their brands. For example, Maha Kumbh Police is enhancing safety at the event with support from Eveready Industries India Ltd. As part of the initiative, Police personnel deputed at the event will be equipped with 5000 Eveready Siren torches, featuring a powerful safety alarm, to help maintain order. In addition, safety norms will be propagated across 56 police stations within the Mela premises. Commenting on the initiative, SSP Kumbh Mela, Rajesh Dwivedi, said, “We have made extensive arrangements for the safety and security of pilgrims. Eveready’s Siren torches will also be an important part of this arrangement. It will definitely help strengthen our efforts.”

The Akshaya Patra Foundation has set up a special camp at the Maha Kumbh Mela in Prayagraj. The Uttar Pradesh government has allocated one acre of land near the Sangam area for Akshaya Patra’s kitchen. The Foundation’s National President, Shri Bharatarshabh Dasa, shared that their goal is to serve wholesome 20,000 meals every day during the event.

IIFL Foundation, the Corporate Social Responsibility (CSR) arm of IIFL Group, has partnered with Maha Kumbh Mela authorities to launch fifteen boat ambulances for first-aid and emergency medical attention during the forty-five day Maha Kumbh in Prayagraj, Uttar Pradesh. The foundation has also established a health centre equipped with two qualified doctors and essential medical equipment to further enhance the healthcare services available to the pilgrims.