What's Inside

One of the world’s largest religious gatherings, the 2025 Maha Kumbh Mela (the “festival of the Sacred Pitcher”) was held in India during January 13 to February 26, 2025.

Dive into how convenience, technology and sustainability powered the multibillion-dollar event. We discuss how major brands engaged with consumers during Maha Kumbh Mela and the learnings that retail companies could take to capitalize on large-scale events moving forward.

Key topics covered in this report include sustainability, AI (artificial intelligence) and technology, payments, quick commerce and more!

Data in this research report include:

• Cumulative footfall to the Triveni Sangam as of selected Maha Kumbh Mela 2025 days
• Trade estimates for the festival, by sector
• Government spending on the festival
• Estimated advertising and marketing spend on the event

Companies mentioned in this report include: Amazon, Coca-Cola, Google, ITC, Paytm, PepsiCo, PhonePe (Walmart)

Other relevant research:

• Key Festivals and Holidays for Promotional Campaigns in India in 2025: Calendar
• Retail 2025: India Retail Predictions
• Analyst Corner—Speed Shopping: The Quick-Commerce Surge in India