Mahakumbh 2025: A ₹2 lakh crore spectacle of faith, business, and big brands

Maha Kumbh 2025, reportedly the world's largest religious congregation, has begun today in Prayagraj, Uttar Pradesh, and will continue until February 26. This year, the congregation will see over 45 crore visitors and will feature sacred bathing rituals, cultural performances, yoga retreats, art installations, and environmental initiatives.

The Uttar Pradesh government has reportedly allocated ₹6,900 crore for 549 projects focused on infrastructure, sanitation, and logistics. These include the construction of a massive 4,000-hectare tent city, a temporary 76th district of the state. Security measures also include AI and CCTV cameras, and drones including water drones. Prayagraj airport has expanded parking, and special trains also were announced to connect the city to other regions.

As a result, from a business perspective, Maha Kumbh is also giving a massive boost on the economic front, amounting almost to a whopping ₹2 lakh crore. Of this, a major chunk is anticipated to come from the food and beverage sector, and also from transportation and logistics.

“Searches for Prayagraj on MakeMyTrip have surged by an extraordinary 23 times year-on-year as devotees from across India plan their journey to Maha Kumbh. Travel demand is particularly high during the event’s opening and closing week," says Rajesh Magow, Co-Founder and Group CEO, MakeMyTrip.

Brands across sectors are hence, leveraging the event for heightened visibility and consumer engagement. FMCG companies, banks, startups, and tech platforms are ramping up promotional efforts with hoardings, product booths, and new launches.

Startups in spiritual apps, travel, and hospitality are also preparing to capitalise on the opportunity. To enhance visitor experience, the government, in collaboration with private players like Krutrim, Bhashini, and Samagra X, has launched a dedicated Kumbh app.

FMCG major Dabur is also promoting Hajmola at dhabas and eateries and setting up branded changing rooms and baby care areas at ghats to engage consumers. These initiatives are aimed at targeting Tier 2 and 3 cities while offering first-time product samplings to international visitors.

A hospitality agent at the Mahakumbh told Fortune India that the festival features five food courts. The agent pointed out that the food court itself has over 14 outlets, including popular premium brands like Starbucks and Domino's. Even Reliance Consumer Products Ltd (RCPL) is using this opportunity to advertise the revival of its beverage, Campa.

The company has set up a resting zone called Campa Ashram for pilgrims at the mela. The firm will also leverage the reach of Kumbh to market staples and snacks offered by its brand Independence.

“As far as RCPL is concerned, we are present in every category. We are present over here through carbonated soft drink. We are present over here to our beverages, juices, etcetera. We are also present here through Staples. We are present here through snacks, through biscuits, through everything,” an RCPL spokesperson, who was also present on-ground today, told Fortune India.

“It's a great place for any brand or any consumer product brand to be presented. We had a good amount of footfall, and we've had good people coming,” they added.

Responding to the question of accessibility for brands and vendors, the RCPL spokesperson told Fortune India that, “it's a fairly seamless process. The authorities have done a fabulous job. It's very well thought out.”

Brands Aplenty

Adani Group, in collaboration with ISKCON, is offering Maha Prasad Seva at the Mahakumbh in Prayagraj, serving lakhs of devotees, including sanitation workers, with meals prepared in two advanced kitchens. To enhance accessibility, the group has deployed golf carts for differently abled individuals, elderly people, and children. Additionally, Adani has partnered with Gita Press to distribute 1 crore free copies of Aarti Sangrah, a compilation of devotional hymns dedicated to various deities.

Fintech major PhonePe, in partnership with ICICI Lombard, too has launched an exclusive Mahakumbh travel insurance plan for pilgrims. Priced at ₹59 for train and bus travellers and ₹99 for domestic flyers, the plan covers hospitalisation, doctor consultations, OPD treatment, personal accidents, baggage loss, trip cancellations, missed flights, and repatriation. Available on the PhonePe app until February 25, the plan aims to provide financial security for travellers.

Park+, the leading auto-tech platform, has introduced Prayagraj’s first smart parking management system for Maha Kumbh 2025. Pilgrims can locate, book, and prepay for parking at government-approved zones using the Park+ app. The system also allows FASTag payments, enabling a seamless, contactless experience for car owners.