The world’s largest spiritual gathering, the Mahakumbh Mela in Prayagraj, concluded on Wednesday after a 45-day run that witnessed an unprecedented 66 crore devotees taking a holy dip at ‘Sangam’—the confluence of the Ganga, Yamuna, and the mythical Saraswati rivers.
While the event was primarily a religious and cultural spectacle, it also had an undeniable economic impact, generating an estimated Rs 3 lakh crore (around $34.88 billion) in business activity and creating lakhs of employment opportunities.
From diplomats representing 73 countries to Indian politicians, industrialists such as Reliance Industries chairman Mukesh Ambani and Adani Group chief Gautam Adani, actors, artists, and sports personalities, the Mahakumbh 2025 drew a diverse audience.
The event was not without tragedy, as at least 30 people lost their lives in a stampede on January 29.
A controversy also erupted over water pollution reports indicating that the river quality did not meet bathing standards in mid-January.
Despite these challenges, the economic multiplier effect of the event was undisputed, with industries ranging from tourism to retail and technology experiencing a substantial boost.
Infrastructure investment and economic activity
According to central and state government data in January, the Mahakumbh 2025 was set to deliver a significant economic boost, contributing up to Rs 2 lakh crore to India’s economy.
Uttar Pradesh’s GDP is expected to grow by over 1%. Trade in daily essentials is projected at Rs 17,310 crore, with the hotel and travel sectors reaching Rs 2,800 crore.
Religious materials and flowers are estimated to generate Rs 2,000 crore and Rs 800 crore, respectively.
However, last week, Praveen Khandelwal, Secretary General of the Confederation of All India Traders (CAIT) and Member of Parliament from Chandni Chowk in New Delhi pegged Rs 3 lakh crore as the contribution.
“Earlier estimates suggested the participation of 40 crore people with business transactions worth Rs 2 lakh crore. However, with an overwhelming turnout, these figures have surpassed expectations,” he noted.
Uttar Pradesh Chief Minister Yogi Adityanath termed the government spending on Mahakumbh “transformative” for Prayagraj.
“If an investment of Rs 7,500 crore by the Central and state governments can generate economic activity worth Rs 3 to Rs 3.5 lakh crore, isn’t it a wise investment,” asked Adityanath
A total of Rs 7,500 crore was allocated to infrastructure development, including the construction of 14 new flyovers, six underpasses, over 200 widened roads, expanded railway stations, and a modernized airport terminal.
An additional Rs 1,500 crore was earmarked specifically for Kumbh Mela arrangements, covering sanitation, security, and logistical support.
Job creation across sectors
The Mahakumbh 2025 is estimated to have created 12 lakh gig and temporary jobs, according to NLB Services CEO Sachin Alug.
The tourism and hospitality industry alone accounted for approximately 4.5 lakh jobs, including hotel staff, tour guides, event coordinators, and travel consultants.
The transportation and logistics sector generated around 3 lakh jobs, employing drivers, supply chain managers, and support staff.
The retail and consumer goods industry saw a surge in demand, with vendors and businesses witnessing record sales.
Maha Kumbh-themed products such as diaries, calendars, jute bags, and religious stationery experienced a sharp rise in sales due to meticulous branding.
Brand engagement and marketing strategies
For brands, Mahakumbh 2025 presented a unique opportunity to engage with millions of consumers.
“Brand activation”, which refers to a campaign, event, or interaction through which a brand generates awareness and builds lasting connections with their target audience, was seen in its most vibrant form as a plethora of brands showed up to cash-in on the opportunity.
Most brand activations were interactive, allowing audiences to engage directly with a brand and its products.
In a Financial Express report, Vikas Nowal, CEO of Interspace Communications, shed light on the range of “experiential marketing” at display during the festival.
“Experiential marketing at the Maha Kumbh has proven to be a highly effective strategy for brands aiming to enhance engagement and brand recall.”
Nowal said that businesses were allocating between Rs 10 crore and Rs 50 crore for CSR-focused initiatives, such as environmental sustainability efforts, health camps, and community outreach programs.
These projects provide companies with a distinctive opportunity to connect with over 450 million pilgrims, strengthening goodwill and emotional engagement.
“With the right execution, the expected ROI for the specific TG could be far more impactful and better driven by increased brand affinity, consumer loyalty, and long-term market impact, making it a lucrative investment for brands,” he said.
From Blinkit to Coca-Cola to ITC to HUL: brands cashed in
Quick commerce platform Blinkit set up a temporary store at Maha Kumbh Mela, providing essentials such as pooja items, milk, fruits, vegetables, power banks, towels, and blankets.
The store served key locations, including Arail Tent City, Dome City, and ITDC Luxury Camp.
Coca-Cola India introduced special Maha Kumbh-themed packaging and hydration carts every 400 meters across the event grounds.
The company also promoted sustainability through Reverse Vending Machines for PET recycling, jackets made from recycled plastic for sanitation workers, and changing rooms constructed from repurposed materials.
“The Maidaan Saaf campaign is a testament to how partnerships for collection and innovative practices can turn waste into opportunity. By encouraging collective responsibility and promoting recycling, we aim to inspire visitors to adopt environmentally conscious habits and contribute to a cleaner, greener future,” said Saloni Goel, senior director, ESG Value Creation, Coca-Cola India.
Eveready Industries distributed 5,000 Siren Torches to the Maha Kumbh Police to aid in crowd management.
The company also installed 13,000 LED lights across the grounds, enhancing safety and visibility while emphasizing its commitment to innovation and public welfare.
Mankind Pharma launched a 45-day healthcare mission at Maha Kumbh, offering free medical check-ups, blood pressure monitoring, and first-aid services.
The initiative catered to hundreds of pilgrims daily, ensuring their well-being amid the vast crowds.
ITC’s FMCG brands, including Bingo and Mangaldeep, leveraged the event to connect with consumers.
Bingo set up activity booths showcasing Uttar Pradesh’s local culture through traditional props, fusion dishes, and interactive reels on social media.
“The auspicious Mahakumbh Mela this year is set to be a unique spiritual, economic and cultural confluence, offering unparalleled opportunities for brands to engage with consumers through unique interventions,” an ITC spokesperson said.
Hindustan Unilever was seen distributing an “Easy Bag” which featured a zip-lock waterproof compartment designed to store wet clothes, especially designed for pilgrims taking the sacred dip.
The company’s Lifebuoy brand organised a drone show while HUL also sought to connect with consumers through its food and refreshment brands.
Source: HUL
The rise of India’s spiritual startups
The Mahakumbh 2025 has proven to be a windfall for India’s spiritual startups, which reported record-breaking engagement and sales.
Platforms offering astrology consultations, religious merchandise, and virtual prayer services saw heightened user activity as devotees sought new ways to enhance their spiritual experience.
Startups such as Sri Mandir, Vama, and AstroYogi, which enabled devotees to experience the once-in-12-years event virtually, saw demand far exceed expectations, according to a report by Moneycontrol.
For Manu Jain, co-founder of Delhi-based spiritual startup Vama, the Maha Kumbh period led to a 50% surge in user transactions, the report said.
To meet this rising demand, the company introduced offerings like live kathas from the Mahakumbh region, home delivery of Mahakumbh Triveni Gangajal, and daily Mahakumbh chadhava at Triveni Sangam.
“The Maha Kumbh 2025 has been a game-changer for Vama, driving a 40% increase in platform traffic compared to our pre-event levels. During this period, we also saw a 70% rise in new user registrations, significantly surpassing our usual growth rate,” Jain said.
Tourism and hospitality boom
Hotels, dharamshalas, and homestays in Prayagraj and surrounding areas operated at near-full capacity throughout the event.
The demand for accommodation rose sharply, with hotels, homestays, and luxury cottages, especially those near the fairgrounds, being pre-booked in anticipation of February 26, the final day of the event.
The city’s hospitality sector witnessed a 20%- 30% increase in business, with profit margins ranging between 5%-10% due to the influx of pilgrims.
Tour and travel agencies also saw significant gains, officials said, as per a Hindustan Times report.
Harjinder Singh, president of the Prayagraj Hotels and Restaurant Welfare Association, noted that the hospitality industry has recorded a 5%-10% rise in profits, a trend likely to persist beyond the Mahakumbh.
“The strategic initiatives of CM Yogi in improving Prayagraj’s infrastructure and boosting tourism will have long-term benefits for the hotel, restaurant, and travel industries,” Singh said.
Local artisans and craftsmen also benefited, as devotees purchased handmade souvenirs, religious artifacts, and textiles.
The post Mahakumbh Mela 2025: how the world’s largest spiritual spectacle supercharged India’s economy appeared first on Invezz
