Mahakumbh Amidst the gathering of devotees in record numbers for the holy dip, major consumer goods (FMCG) companies have registered their presence at the Sangam area. Top brands including Dettol, Dabur, PepsiCo, Coca-Cola and corporate houses like ITC and Reliance have set up camps there. In these, these companies are distributing refreshments along with samples of their products. These companies are trying to increase their presence in Mahakumbh in the coming days. Brands, which are facing challenges due to various factors like rising prices and low sales in urban markets, are taking Maha Kumbh as an opportunity to connect directly with consumers – especially the rural population. These brands are communicating with them through a number of special initiatives across the 45-day long programme.
Estimated arrival of 40 crore people
It is estimated that 40 crore people will come to Mahakumbh. Reliance Consumer Products Ltd (RCPL), the FMCG arm of billionaire Mukesh Ambani-led Reliance Industries, is providing services along with its consumer products to improve the journey of the devotees. FMCG company Reckitt, through its leading hygiene brand Dettol, will support around 15,000 sanitation workers at the Kumbh by training them and providing them with soap. It is also deploying health and hygiene volunteers across all 25 Kumbh zones, providing ground level support and guidance to devotees under the ‘Dettol Banega Swasth India’ campaign. Domestic FMCG company Dabur said it will work to strengthen connect with consumers during Mahakumbh. Mohit Malhotra, Chief Executive Officer (CEO), Dabur India, said, “It is during such traditional events that we feel a direct connect with consumers. He further added, “Our key power brands like Dabur Chyawanprash, Dabur Honey, Dabur Red Paste, Dabur Amla Hair Oil, Vatika, Hajmola and Honeytus will try to engage customers during Kumbh.
Mangaldeep is connecting with the public through incense sticks
Beverages major Coca-Cola will integrate its beverages portfolio with local foods and flavours. Grishma Singh, Vice President – Marketing, Coca-Cola India and South West Asia said, “We are committed to creating social impact through multiple initiatives at the event. In these we will showcase the potential of reusable packaging and raise awareness about recycling to inspire collective action.” An ITC spokesperson said, “Bingo! And ITC’s FMCG brands including Mangaldeep Agarbatti are taking advantage of this opportunity to connect with the masses. Through its Consumer Connect initiative, Bingo! The brand’s booth will bring alive the local culture of Uttar Pradesh with initiatives like making reels on famous local songs using traditional props and presenting fusion cuisine.”
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