Maha Kumbh 2025: The cosmic carnival where faith fuels a ₹2 lakh crore storm

In the teeming mass of humanity at the Maha Kumbh Mela in Prayagraj, Uttar Pradesh, the cosmic and the commercial coalesce seamlessly. Yet, beyond its overwhelming spiritual quotient, the fair has also emerged as a major driver of economic activity for big and small businesses.

With a budget of ₹7,000 crore, the event—which runs from January 13 to February 26—is expected to generate revenue of about ₹2 lakh crore, driven by tourism, infrastructure development, and other services, according to government estimates. Billed as the world’s largest religious congregation, it will witness over 45 crore devotees, including 1.5 crore foreigners, thronging the holy city. With a relatively modest 25 crore pilgrims attending the 2019 Kumbh Mela, the crowds at this iteration of the fair—which sees a unique alignment of celestial bodies occurring once in 144 years—are almost double.

“The economic ripple effect of the event extends through infrastructure development, event management, security services, local trade, tourism, entertainment, and horticulture, fostering growth in both traditional and modern business segments,” said Sachin Alug, CEO of NLB Services, a company that provides workplace solutions.

According to the industry body Confederation of All India Traders, the fair will generate 6-7 lakh temporary jobs, attracting 2 lakh artisans and vendors, which will have a multiplier effect on the entire region’s economy. Key industries such as tourism, transportation and logistics, healthcare, IT, and retail can expect a windfall, say experts, with a surge in temporary jobs in these diverse sectors providing a significant boost to both the formal and informal employment sectors.

“The enthusiasm among travelers for this year's Maha Kumbh is unparalleled. Notably, there has been a significant uptick in participation from younger demographics, including millennials and Gen Z, many of whom are first-time attendees seeking meaningful spiritual experiences. This shift has also led to a surge in demand for higher-end accommodations and services, reflecting evolving expectations,” said Rahul Gupta, Project Head at Eyak Ventures Private Limited, which has worked with Uttar Pradesh Tourism to provide accommodation for the event.

The fair will also contribute roughly 10 percent to India’s spiritual tourism market in FY25, said Atul Thakkar, Director of Investment Banking at Anand Rathi Advisors, a company that monitors tourism and hospitality trends. The spiritual tourism market stood at around $56 billion in FY23, and Thakkar expects it to rise to $100 billion this fiscal year.

A Confluence of the Cosmic & Commercial

Sprawling across 10,000 acres, the mela grounds are a bustling bazaar of colorful stalls, akharas, clinics, makeshift stands, and luxury tents. With a significant spend on advertising, hoardings, banners, LED displays, and mobile applications, brands have registered a tangible presence here.

Local vendors are ebullient about the unprecedented business opportunities the event has generated. Rakesh Mittal, 48, a disposable cutlery vendor, says his business has skyrocketed due to demand from the many community kitchens that feed the devotees every day. “We can’t keep up with the orders. I’ve barely slept three hours every night since the fair began. The business generated in a month is as much as I get in a whole year!”

Consumer goods companies are happy to engage directly with millions of consumers amid sluggish demand in urban markets. Brands like ITC, Coca-Cola, Hindustan Unilever, Dabur, Bisleri, Emami, Reliance Consumer Products, Bank of Baroda, and SpiceJet have bought branding rights worth ₹3,600 crore, as per CII estimates. From lavish lounges to virtual reality zones, social media campaigns, and collaborations with local vendors, inventive marketing strategies have been activated to bolster brand visibility.

Dabur’s consumer activation booths are promoting products like Chyawanprash, Honey, and Red Paste. In a unique consumer connect initiative, ITC’s stalls for its FMCG brands are showcasing Uttar Pradesh's culture through reels, fusion snacks like Bingo, and Mangaldeep Agarbatti. The conglomerate is also facilitating virtual experiences of Kumbh Snan (holy baths) and Deepdaan (donation of earthen lamps) through augmented reality. Footwear brand Relaxo is showcasing its premium footwear, including Bahamas, Flite, and Sparx.

“The Maha Kumbh is a great space for ‘moment marketing’—allowing companies unprecedented visibility and a chance to showcase their products to millions at a single venue. They also get consumer feedback for their new products,” elaborated Delhi-based market analyst Santosh Deshpande.

Mindboggling Scale & Size

Government officials share that the Maha Kumbh’s footfalls surpass those at other major global events like the Rio Carnival in Brazil (70 lakh visitors), Haj in Saudi Arabia (25 lakh), and the Oktoberfest in Germany (72 lakh). “We expect the fair to contribute up to ₹2 lakh crore to India’s economy. Trade in daily essentials is projected at ₹17,310 crore, with the hotel and travel sectors expected to reach ₹2,800 crore in revenue. Religious materials and flowers are estimated to generate ₹2,000 crore and ₹800 crore, respectively,” said a government official at a press briefing.

However, market experts say these figures are a tad too optimistic. “Despite the high footfalls, most of the devotees thronging the Kumbh belong to the lower strata of society. While the sheer volume of sales is impressive, lavish per-head spending isn’t happening, so such projections will need to be recalibrated,” said analyst Deshpande.

Spirituality with Style

For those seeking spirituality with style, opulent accommodations are aplenty. At the Prayagraj Tent City, nestled on the Ganga riverbanks, 400 luxury tents make up a conclave equipped with all creature comforts. Packages include curated rituals of yagnas, meditation sessions, visits to akharas, and shahi snaans. Iconic landmarks like Triveni Sangam, Anand Bhavan, and Khusro Bagh are also part of the mix.

Perched on a little hill that allows sweeping views of the Triveni Sangam and the Kumbh Mela, the Sangam Nivas Prayagraj offers 44 luxury tents with shared butler services, yoga and meditation sessions, satvik cuisine, a boat ride at the Sangam, a guided tour of the akharas, and a meet-and-greet with the sadhus. Prices start at ₹80,000 plus taxes.

“Our diverse accommodations, ranging from public facilities to premium tents for VIPs and VVIPs, have been met with overwhelming demand. The positive feedback from guests regarding the quality and comfort of our facilities underscores our commitment to enhancing the pilgrimage experience,” said Gupta of Evak Ventures.

Despite such provisions, however, chaos and confusion marked many operations. Pilgrims found their accommodations canceled at the last minute, throwing their travel schedules awry. This correspondent’s pre-booked trip was canceled unceremoniously and without prior warning by Neev Communications, which handled the Adani-ISKCON initiative at the event. The company’s co-founder, Vishakha Talreja, went incommunicado (even blocking communication on Instagram) despite confirming the trip over email. She surfaced briefly only after consistent prodding, declaring brusquely (and unapologetically) that the accommodation was no longer available due to “heavy crowds and barricading everywhere at the fair”!

Virtual Experientials

Given such disenchanting experiences, many preferred to take the virtual route to the event. Spiritual startups are engaging pilgrims with virtual aartis, snaans, and long-distance blessings from priests. Platforms like Sri Mandir, AstroYogi, and Vama allow devotees to tune in to the 12-year event through digital consultations and rituals. “We’re witnessing an unprecedented surge in user engagement, a 40% augmentation in app downloads and user activity during the Maha Kumbh period,” shared Manu Jain, co-founder of Vama. “We have also set up ‘experiential zones’ where devotees can partake in rituals without compromising on their spiritual essence.”