Consumer Goods Brands Rush To Grab Eyeballs At Mahakumbh

New Delhi: From putting products on display at stalls to setting up resting camps for pilgrims, consumer goods companies have been scrambling to showcase brands at Mahakumbh as devotees throng in record numbers to take a holy dip at Sangam -- the confluence of rivers Ganga, Yamuna and the mystical Saraswati. Top brands, including Dettol, Dabur, Pepsico, Coca-Cola, and corporate houses such as ITC and Reliance have set up camp ashrams, lined up their products, and are distributing samples and refreshments.

The unmissable signage boards make one thing clear: the companies are expecting to make their presence felt in the coming days. The brands -- which have been facing headwinds owing to multiple factors led by rising prices and tepid sales in urban markets -- are taking the Mahakumbh as an opportunity to directly engage with the consumers -- especially the rural population -- and communicating with them through a host of special initiatives over 45-day-long events, in which about 40 crore people are estimated to attend. Reliance Consumer Products Ltd (RCPL), the FMCG arm of billionaire Mukesh Ambani-led Reliance Industries retail empire, is offering services and product availability of its consumer products to enhance the pilgrim journey.

“This will include providing essential refreshments to ensure pilgrims remain hydrated and energised during their spiritual quest. Signage and directional boards are also being installed to assist pilgrims with clear, easy-to-read signages and branding to navigate the vast expanse of the event smoothly,” said RCPL Chief Operating Officer Ketan Mody. It will also operate ‘aaram sthal’ (resting areas), designated comfortable rest zones to offer pilgrims a moment to relax during their long and often arduous journeys, he added. FMCG brand Reckitt through its flagship hygiene brand Dettol will support nearly 15,000 sanitation workers by providing training programmes and making soaps accessible to them at Kumbh.

It is also deploying health and hygiene volunteers across all 25 sectors of the Kumbh, offering on-ground support and guidance to the pilgrims, under the campaign ‘Dettol Banega Swasth India’. “The Maha Kumbh Mela 2025 provides a unique opportunity to embed hygiene practices into one of India’s most culturally significant events. We are delighted to take ahead our long-standing partnership with the Government of Uttar Pradesh and GIWA,” said Reckitt -- South Asia Executive Vice President Gaurav Jain. Home-grown FMCG firm Dabur said it has also planned a series of consumer engaging activities to strengthen connect with people during the Kumbh Mela.