FMCG giants capitalise on Mahakumbh 2025 with innovative activations to tap rural markets

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From reel-making booths to toothpaste dispensers, Indian consumer goods companies are leaving no stone unturned at the Maha Kumbh  Mela , in their efforts to penetrate deeper into rural markets.

The Maha Kumbh Mela 2025, held in Prayagraj, is one of the world's largest spiritual gatherings, expected to draw nearly 40 crore devotees over 45 days to the sacred confluence of the Ganga, Yamuna, and the mythical Saraswati rivers. It began on January 14.
Leading brands like Dabur, Dettol, Emami, and corporate giants like ITC are employing innovative marketing tactics and consumer engagement strategies to capitalise on the month-long event, which is expected to attract nearly 40 crore attendees.

The 45-day gathering offers FMCG companies a prime opportunity to expand their market presence and boost product visibility in rural areas, where demand growth is outpacing stressed urban markets. Companies have set up a range of activations to bolster connect with consumers, as the sector expects to realise the full impact of rural recovery in FY26.

Estimates by the Confederation of All India Traders suggest that the event is expected to generate trade worth approximately Rs 2,00,000 crore in the region.

What companies are doing

"We feel direct engagement with consumers during such traditional melas helps us strengthen our bond with consumers. They, in turn, get the opportunity to touch, feel and experience our products," said Dabur chief executive officer Mohit Malhotra. The maker of Hajmola and Dabur Chyawanprash is setting up oral hygiene zones which will entail automated toothpaste dispensers.

Its haircare brands Dabur Amla and Vatika plan to set up changing rooms for women devotees who visit to take a dip at Triveni Sangam, the confluence of the Ganga, Yamuna, and the mythological Saraswati rivers.

"We will also set up special hair dryers and pampering zones inside these changing rooms, besides offering them immunity shots to protect them from illnesses. Special Baby Care rooms are being set up by Dabur Lal Tail," Malhotra added. Dabur said it is also tying up with dhabas and eateries, branding them with its key digestive brands like Hajmola and Lavanbhaskar Churna, while also availing sampling of these products.

Similarly, personal care and healthcare products maker Emami Ltd is setting up a dedicated stall for product sampling of its flagship BoroPlus antiseptic cream, and also to offer samples of its popular Zandu Chyavanprash (Jaggery), Zandu Ayurvedic Cough Syrup, and Zandu Nityam.

A company spokesperson said that Emami is deploying massive life-size cutout of the iconic BoroPlus Antiseptic Cream, accompanied by multiple hoardings around the fairgrounds to enhance the brand's visibility. Additionally, the company has employed branded direction boards for guiding pilgrims, and hoardings at various sites to grab more eyeballs.

Meanwhile, ITC Foods, owned by diversified conglomerate ITC, is employing strategic media mix, combining on-ground activation, social media contests and influencer collaborations. The company is setting up a reel-making booth to boost the visibility of its popular snacking brand Bingo.

Separately, its incense sticks brand ITC Mangaldeep has developed a comprehensive activation strategy for the Maha Kumbh, blending both on-ground and off-ground initiatives. On the ground, the brand will engage directly with devotees through the distribution of 10,000 Mangaldeep Jalbatti units, host a large-scale hawan with sambrani cups, and deploy branding across key touchpoints such as arch gates, changing rooms, and high-traffic locations.

Off the ground, Mangaldeep is embracing digital innovation with an augmented reality (AR) experience that allows devotees to virtually participate in key Kumbh rituals like Shahi Snaan and Aarti.

Moreover, Reckitt's antiseptic brand Dettol said it will provide millions of soaps to devotees at food-serving areas. It has deployed the 'Dettol Banega Swasth India' campaign, under which nearly 15,000 sanitation workers would be trained, the company said.