The Maha Kumbh 2025, poised to be the largest mass gathering in the world, is set to attract a staggering 45 crore devotees. This monumental event has caught the attention of brands across industries, eager to capitalise on the unprecedented scale by pouring thousands of crores into marketing and on-ground activities.
Running from 13 January to 26 February, this religious spectacle provides companies, particularly in fast-moving consumer goods (FMCG), automobiles, and electronics, a rare opportunity to engage millions of consumers in one place.
Industry projections suggest that brands will invest between Rs 1,800 crore and Rs 2,000 crore in advertising campaigns, employing cutting-edge technologies like AI-driven themes, LED outdoor screens, virtual assistants, and mobile apps to capture the audience’s attention.
Luxury tents costing up to Rs 1 lakh per night, alongside budget homestays, cater to the wide spectrum of visitors. The Confederation of Indian Industry (CII) estimates that the event will generate Rs 1.2 lakh crore in revenue for Uttar Pradesh alone.
In addition to direct spending, trade associated with Maha Kumbh is expected to exceed Rs 4 lakh crore, giving a significant boost to both nominal and real GDP.
If each of the estimated 40 crore visitors spends an average of Rs 5,000, government figures predict trade revenues of Rs 2 lakh crore. However, industry experts believe the average spend could rise to Rs 10,000, pushing the economic impact to an impressive Rs 4 lakh crore.
With such vast economic potential, companies from around the world are vying for visibility at the 45-day event. Indian public sector giant Steel Authority of India Limited (SAIL) has already supplied approximately 45,000 tonnes of steel for the construction of various structures, further underscoring the massive scale of preparation.
Prayagraj, the host city, has undergone a remarkable transformation in anticipation of this historic event. Over 200 roads have been constructed or upgraded, ensuring smooth transportation for millions of devotees. These roads are now lined with more than three lakh plants and one lakh horticultural saplings, adding to the city’s aesthetic appeal.
To ensure the safety of devotees along the Ganga and Yamuna rivers, particularly in the sacred Sangam area, the Uttar Pradesh government has deployed a substantial contingent of Water Police personnel, equipped with state-of-the-art technology.
This large-scale effort underscores the careful planning and security measures in place for the grand gathering of Sanatan Dharma followers.
(With IANS input)