There are clear, compartmentalised expressions to define events that are more than ordinary or extraordinary. We usually call them very big or grand. But there are the rarest of rare cases where even the term grand appears to be an understatement. The ongoing Mahakumbh at Prayagraj seems to be an apt example of what more than grand means (the alignment with rare celestial configurations that occurs once in every 144 years has made it all the more special this time). By the time the largest religious congregation comes to an end on 26 February, the number of devotees who will have taken a holy dip here will be somewhere in the vicinity of 80 per cent of the current population of all Europe. So, if you are looking for an adjective suitable for something of this grandeur, epic-scale would probably be the term you are looking for.
Much along expected lines, this grand stage has all the components you can imagine – various narratives and actors. While it has drawn devotees from everywhere, it has also been the centre of political one-upmanship in some way since its beginning (the opposition doubting the volume and accusing the state government of management failure). Quite interestingly, this has also been the first Mahakumbh of the full-fledged digital era. Every action on the stage is widely reported on social media, and there have been social media influencers and wannabe celebrities who have done their best to make the most of this rare over-the-top publicity opportunity.
Dynamics of immediate benefit
The epic tale also includes elements of corporate contribution – beginning with the visit of Laurene Powell Jobs (the late Steve Jobs’s wife) on the inaugural day to visits by many noted families from the corporate world, along with the active participation of many companies at the site for brand promotion purposes, while also providing services of different kinds to visitors.
Coming to a more serious issue, in terms of economic yield from the event, the narrative has mostly focused on immediate gains. But as the Mahakumbh inches closer to its climax before the end of February, stakeholders in business and economic circles have begun asking: will there be long-term benefits from this epic-scale event? Will it conclude after making Brand UP (as an economic entity) a more formidable force?
First, let’s look at the immediate gains proposition and some indicative parameters, which also stem from trends in the recent past. By the time the Mahakumbh ends, the visitor count is expected to settle between 550 million and 600 million, as against the 400 million footfall the state government had initially anticipated before the grand stage opened. If the early expectation was that it would generate business worth Rs2 lakh crore ($23 billion), that estimate has now been revised upwards.
“Those who criticise us, saying that Rs5,000-6,000 crore was spent on organising the Mahakumbh, should know that it is going to hugely benefit the state. It will contribute Rs3 lakh crore to the economy of the state,” Yogi Adityanath, CM, Uttar Pradesh, recently stated at a function, almost exuding the confidence of a CEO who has surpassed his own projections by a wide margin. Before the event began, the official estimate for this business generation number stood at Rs2 lakh crore.
The final figure of immediate economic gains, mostly from visitor spending (based on their paying capacity), is unlikely to be captured with precision. However, estimates circulating are based on reports and analyses of past trends. The country’s leading trade body, the Confederation of All India Traders (CAIT), had earlier pegged this business opportunity at Rs2 lakh crore. Based on an estimated expenditure of Rs5,000 per traveller taking the holy dip, CAIT projected Rs40,000 crore in accommodation and tourism (local hotels, guesthouses, and temporary lodging arrangements), Rs20,000 crore in food and beverages (packaged foods, water, biscuits, juices, and meals), an equal amount for religious items and offerings, Rs10,000 crore in transportation and logistics, and the remainder in tourism services (packaged tours and travel guides), healthcare services, IT and digital services, as well as around Rs10,000 crore in entertainment and media (primarily advertising and promotional activities).
A comparison with outcome reports from previous Kumbh Melas suggests that it has always acted as a catalyst for incremental business generation in the state. An analysis compiled by a brokerage firm, based on data from various sources, indicates that in 2013, the event generated approximately Rs12,000 crore in revenue, which skyrocketed to Rs1.2 lakh crore in 2019 with a massive increase in footfall (at the exchange rate then, this amounted to $17 billion). In the 2013 Purna Kumbh, the total footfall was estimated at 8 crore, which sharply rose to 24 crore in the 2019 Ardh Kumbh, and it now is expected to more than double with the Mahakumbh this time, likely settling in the region of 55-60 crore by the time it concludes.
The Kumbh Mela has historically proven to be an employment multiplier. According to a brokerage house report, it created nearly 100,000 direct jobs and a similar number of indirect employment opportunities in 2013. By 2019, this number had crossed 600,000 jobs. This time, a conservative estimate is around 800,000, covering sectors such as tourism and hospitality, transport services, retail and food vendors, and event management and support services.
There is another interesting statistical projection circulating, emphasising that the total business generated from the Mahakumbh will be about three-fourths of the total annual expenditure on Indian weddings, which is estimated at around Rs4.2 lakh crore annually. Furthermore, this epic-scale event is expected to boost the national GDP by as much as one per cent.
Gains after Mahakumbh
The critical question now is – what happens to these gains, and how will they unfold after the curtains are drawn on the biggest religious congregation of all time? Among many outcomes, will it also create new but permanent economic catalysts that will have a lasting impact on the state and national economy?
Analysts and market observers largely believe that this grand event will certainly deliver some medium- to long-term benefits, particularly in tourism, which is likely to come into play immediately.
“The Mahakumbh could be a game-changer for the state. It could mark a renaissance moment in realising the full potential of its religious tourism assets,” says Navin Berry, Founder of SATTE (a leading travel show in Asia) and editor of Destination India. Subhash Goyal, a veteran of the travel and tourism industry and chairman of the Aviation and Infrastructure Committee at the Indian Chamber of Commerce (ICC), expands on this point.
“Uttar Pradesh has long been a key destination for inbound tourism, with the Taj Mahal in Agra. More recently, however, it has gained recognition for religious tourism, especially with the opening of the Ayodhya Temple. Following the Mahakumbh, I am confident that Prayagraj will further strengthen its appeal for religious visitors. Like Haridwar, it could become a year-round destination for spiritual pilgrimages,” he says, adding that
the Varanasi-Prayagraj-Ayodhya tourism circuit has the potential to become the top-ranking religious tourism route in India.
The local unit of CAIT is even more optimistic about Prayagraj’s growing prominence as a tourism hub, attracting devotees more consistently. “Many people outside the region may not realise this, but a vibrant religious tourism circuit is emerging, not just covering Prayagraj, Varanasi, and Ayodhya, but also extending to Chitrakoot. Once the Mahakumbh concludes, we anticipate a daily influx of 50,000 to 100,000 visitors to Prayagraj, generating an additional Rs7-8 crore in daily revenue. It is important to note that most Mahakumbh visitors do not stay overnight. However, going forward, many will likely extend their visits by a day or two, leading to increased spending,” says Mahendra Kumar Goyal, president of the Uttar Pradesh chapter of CAIT.
Analysts and industry stakeholders suggest that the Mahakumbh may position Prayagraj as a key centre for religious tourism, shifting from the past pattern of attracting visitors only during the Kumbh festival. This shift would drive further investment in tourism-related infrastructure. “Following Ayodhya’s development, we can expect similar growth in and around Prayagraj, with a multiplier effect on tourism. Just as private sector investment in Ayodhya led to the expansion of hospitality and other facilities, Prayagraj is likely to see a similar trend. This will create more local employment opportunities,” Subhash Goyal emphasises.
Religious tourism takes wing
Berry, however, cautions that the state government must focus on enhancing the overall visitor experience at its religious sites, as many continue to suffer from poor management.
The idea that religious tourism has seen substantial growth following the inauguration of the Ram Mandir in Ayodhya last year is now widely accepted. In terms of visitor numbers, Ayodhya overtook Agra (long the centrepiece of both state and national tourism), although Agra continues to attract more international tourists.
Local stakeholders highlight that the emergence of a major spiritual tourism circuit – including Prayagraj as a new key destination – has been supported by improved connectivity and infrastructure, with each location now having its own airport and upgraded railway stations. “The Mahakumbh Mela is expected to not only improve regional infrastructure but also promote sustained regional tourism. In turn, this will encourage broader infrastructure development across the state,” notes a research paper by a leading brokerage firm.
In a recent conversation with Business India, Uttar Pradesh’s Minister for Industry, Exports, and Investment Promotion, Nand Gopal Gupta, emphasised the immediate benefits of the Mahakumbh while also highlighting the state’s wider economic progress. “Even our critics can no longer deny Uttar Pradesh’s growing economic strength. A few years ago, it was still classified as a ‘Bimaru’ state. Since 2017, the government has been working relentlessly, and the results are now clear. We have implemented a series of policy and regulatory reforms that have produced tangible benefits,” he stated. He pointed out that with Uttar Pradesh contributing over 8 per cent to India’s GDP and growing at 11 per cent annually, the state is determined to accelerate its growth trajectory. Today, Uttar Pradesh ranks fifth in India in terms of GDP size.
He also stressed that the government is actively ensuring that agreements from the 2023 Global Investors Summit are translated into action while simultaneously improving infrastructure. For example, seven new airports are under construction, including the highly anticipated Jewar Airport, which is set to open soon.
“The drive to transform Uttar Pradesh’s economy has already yielded significant results, and we remain committed to sustaining this momentum, with a vision to reach a $1 trillion economy in the near future,” he added. Given the chief minister’s repeated commitment to achieving this milestone – possibly by 2027 – the state’s economic transformation could be approaching a crucial turning point. The Mahakumbh itself may help open new avenues to accelerate this goal