From showcasing products at stalls to creating rest zones for pilgrims, consumer goods brands are keen to promote their names at Mahakumbh, where record numbers of worshippers gather for a holy dip at Sangam, the merging point of the Ganga, Yamuna, and the legendary Saraswati. Prominent brands including Dettol, Dabur, Pepsico, Coca-Cola, as well as corporate leaders like ITC and Reliance, have established camp ashrams, displayed their products, and are offering samples and refreshments. The extensive signage clearly reflects the companies’ aim to make a considerable impression in the forthcoming days.
These brands, encountering challenges such as increasing prices and declining demand in urban areas, view the Mahakumbh as a prime opportunity to connect directly with consumers, particularly those from rural backgrounds. They are executing a range of special initiatives during the 45-day event, which is anticipated to host around 40 crore visitors. Reliance Consumer Products Ltd (RCPL), the FMCG subsidiary of Mukesh Ambani’s Reliance Industries retail division, is enriching pilgrims’ journeys by ensuring service availability and product access.
Key Initiatives by Reliance Consumer Products:
- Providing essential refreshments to keep pilgrims hydrated and energised throughout their spiritual journeys.
- Installing clear signage and directional boards to assist pilgrims in navigating the expansive event.
- Operating ‘aaram sthal’ (resting areas) to offer pilgrims a chance to unwind during their lengthy and often arduous travels.
The FMCG brand Reckitt, through its prominent hygiene brand Dettol, is set to support nearly 15,000 sanitation workers by offering training programmes and providing them with soap at Kumbh. Additionally, health and hygiene volunteers will be stationed across all 25 sectors of the Kumbh, delivering direct assistance to pilgrims as part of their ‘Dettol Banega Swasth India’ campaign. Reckitt’s South Asia Executive Vice President expressed that the Maha Kumbh Mela 2025 offers a notable opportunity to integrate hygiene practices into one of India’s most significant cultural celebrations, expressing gratitude to the Government of Uttar Pradesh and GIWA for their enduring collaboration.
The home-grown FMCG brand Dabur has also planned several consumer engagement activities to enhance its connection with visitors at Kumbh Mela. Dabur India’s CEO highlighted that engaging with consumers at such traditional events is crucial for cultivating trust and enabling consumers to physically experience their products.
Rural Market Insights:
- Success in rural markets relies heavily on the effectiveness of brand positioning and promotion.
- Brands that resonate their messaging with cultural and spiritual values are more likely to build stronger relationships with their audience.
Dabur intends to creatively utilise the bustling event atmosphere, prompting significant consumer interaction with their products, including well-known items such as Dabur Chyawanprash, Dabur Honey, Dabur Red Paste, Dabur Amla Hair Oil, Vatika, Hajmola, and Honitus through dynamic consumer activations.
The beverage leader Coca-Cola is blending its drink offerings with local cuisine and flavours. Coca-Cola India and South West Asia’s Vice President of Marketing emphasised their commitment to generating social impact through various initiatives that showcase the potential of repurposed packaging while enhancing recycling awareness.
The multi-conglomerate ITC perceives the Mahakumbh as a unique intersection of spirituality, economy, and culture, providing unrivalled opportunities for brand interaction. Their brands, including Bingo! and Mangaldeep agarbatti (incense sticks), are actively involved in this significant event. An ITC representative detailed their strategy, with Bingo bringing local culture to life through activities featuring traditional props and innovative culinary creations.
In a similar manner, food and beverages powerhouse PepsiCo is marketing its brands, Mountain Dew and Sting, at Kumbh. They have constructed a 30-foot illuminated Mountain Dew bottle for enhanced visibility and navigation, in addition to deploying over 500 charging stations under the Sting brand. A PepsiCo representative discussed Sting’s initiative to maintain high energy levels at Mahakumbh, ensuring devices are charged and connectivity is sustained for pilgrims throughout the event. Furthermore, the brand’s collaboration with electric vehicles promotes a cleaner and more convenient transportation option for attendees.
As per a report from the Confederation of All India Traders (CAIT), the Mahakumbh is projected to generate approximately Rs 2 lakh crore in trade value for the region.