Mahakumbh 2025 brand battle: How Dabur, Pepsico, ITC, and Reliance are leveraging world’s largest gathering

Consumer goods companies are making a beeline for Mahakumbh 2025, leveraging the world’s largest human gathering to engage directly with millions of consumers amid a sluggish demand environment in urban markets.

Leading players like Dabur, PepsiCo, ITC, Reliance, and Reckitt have set up stalls, resting camps, and experiential activities at the event to strengthen their brand presence among pilgrims flocking to the Sangam for the holy dip. The sprawling event has become a key marketing ground as companies aim to reconnect with consumers in rural and semi-urban pockets.

The unmissable signage boards make it clear that the companies are expecting to make their presence felt in the coming days, reported PTI.

Dabur targets rural market

"We feel direct engagement with consumers during such traditional melas that helps us strengthen our bond with consumers. They, in turn, get the opportunity to touch, feel and experience our products. This reinforces their long-standing trust in the brand Dabur," PTI quoted Dabur India CEO Mohit Malhotra as saying.

In rural markets, success depends highly on how a brand is positioned and promoted. The greater the strategic attention to a unique demand, the greater the chances of the product's success in rural pockets.

"Most of our key power brands like Dabur Chyawanprash, Dabur Honey, Dabur Red Paste, Dabur Amla Hair Oil, Vatika, Hajmola, and Honitus will be undertaking consumer activations at the Kumbh Mela," he said.

Reliance enhancing the pilgrim journey

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.

Dettol promoting hygiene

Reckitt, through its hygiene brand Dettol, will support nearly 15,000 sanitation workers by providing by providing training and access to soaps.

It is also deploying health and hygiene volunteers across all 25 sectors of the Kumbh.

"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.

Multi-conglomerate ITC sees the Mahakumbh as a unique spiritual, economic and cultural confluence, offering unparalleled opportunities for brands to engage with consumers. It has activated its Mangaldeep agarbatti (incense sticks) and packaged food brand Bingo.

"ITC's FMCG brands, including Bingo! and Mangaldeep, are leveraging this opportunity to connect with the masses through experiential initiatives at the mega event. Through its consumer connect initiative, Bingo will bring the local culture of Uttar Pradesh to life at the brand's activity booth with initiatives such as creating reels on famous local songs using traditional props and offering fusion dishes," said an ITC spokesperson.

Similarly, food & beverages major PepsiCo has introduced its brands Mountain Dew and Sting at Kumbh. It has installed a 30-foot-tall illuminated Mountain Dew bottle electrifying the area for navigation and ensuring better visibility and over 500 charging points under its carbonated energy drink brand Sting.

"Sting is also electrifying the Mahakumbh and keeping the levels high by introducing towers with over 500 charging points to recharge devices on the go -- providing much-needed connectivity for pilgrims throughout the event. Furthermore, the brand's association with electric vehicles ensures clean and convenient travel for visitors," said a Pepsico spokesperson.