The massive pilgrimage of worshipers and tourists to the Kumbh Mela, the largest human gathering on the planet, has turned this Hindu festival into a money-generating machine. Sumptuous bedrooms or the presence of international brands are behind this less traditional aspect of experiencing the event.
The forecast that some 450 million people will pass through this colossal festival in the next six weeks has led the authorities of the city of Prayagraj, in northern India, to spare no expense to get everything ready.
The deputy magistrate of the Prayagraj district, Vivek Chaturvedi, told EFE that the budget allocated to the festival has been almost 1,000 million dollars, both to beautify this town in the state of Uttar Pradesh, and to build an ephemeral city capable of hosting the tide of pilgrims.
This is almost double the $512 million invested in 2019 for an intermediate edition of this Hindu festival, known as Ardh Kumbh, which takes place every six years and is smaller.
As usual, some of these expenses include the construction and modernization of roads, the installation of tens of thousands of billboards, or the expansion of the city’s hotel network.
But a large part of the money has been allocated to the temporary city of about 10,000 hectares that stands on the banks of the Ganges, with 160,000 temporary shelters and 150,000 toilets, in addition to thousands of food and souvenir stalls, and exhibition halls. .
In its last edition in 2013, the Kumbh Mela generated almost 14 billion dollars, according to the head of Government of Uttar Pradesh, Yogi Adityanath, at an event organized last week to promote local tourism.
By comparison, this year that figure is expected to exceed $23 billion, he added.
According to Chaturvedi, the tender to commercially exploit the land – which was previously vacant – for the Kumbh Mela, received offers of up to $230,000 for a single location, out of hundreds.
One of these companies that is dedicated to luxury tourism is Evolife, which installed a “dome city” a few kilometers from the temporary city, which offers its tenants to spend the night for just over $1,000 a day.
You may be interested in: China advances the local origin of liquor distillation to more than 3,000 years ago
In its last edition in 2013, the Kumbh Mela generated almost 14,000 million dollars
“In total we have fifty rooms and we are almost full. Currently we have between 80 and 90% reserved,” Sriv, receptionist, told EFE by phone.
Promoted as an experience “where luxury meets divinity,” the cheapest rooms go up to $300 a night on normal days – when pilgrims bathe in the waters of the Ganges, the Yamuna and the mythical Saraswati – do not. It is considered so sacred.
On the six days considered to be the best auspices, prices range between $400 for a wooden cabin, or $1,035 for a luxury dome-type room with a transparent exterior and views of the Ganges.
This higher price includes breakfast, lunch and dinner, transfer to the bathing areas, souvenirs, guided tours of Prayagraj or attendance at traditional events.
Other businesses present at the Kumbh Mela are those of international chains, such as Domino’s or Coca Cola, which according to Chaturvedi responds to the growing interest that the festival arouses among foreigners.
Sandeep Kumar, manager of the local Coffee Day chain, has traveled from New Delhi to monitor the performance of this popular coffee shop, which has located one of its outlets on one of the main roads leading to the rivers.
According to his calculations, he estimates that 5% of those attending the Kumbh Mela will pass by one of the stalls they have set up at the festival, which will allow them to make their investment profitable.
Arranged in infinite rows that reach as far as the eye can see, parallel to the routes that take the faithful to the confluence of the rivers – in which they bathe to purify their sins and free themselves from the cycle of reincarnations -, thousands of stalls street vendors offer them food, water, tea, flowers and all kinds of basic needs
To prepare vendors for this rush of people, regional tourism officer Aparatija Singh told The Indian Express that 2,000 of these small traders in Prayagraj have received training for the festival.
But beyond this money machine that the Kumbh Mela has become, it continues to revolve around tradition, with the distribution of free food for those who wish it, especially in front of the temples, as well as sacred baths. and prayer activities that are free.
“The Kumbh Mela is not made to make money, is it?” Chaturvedi stated rhetorically.
With information from EFE.
