Coca-Cola India, alongside its bottling partner SLMG Beverages, is set to elevate the Maha Kumbh 2025 experience, one of the world’s largest cultural gatherings, through seamless integration of hydration, consumer convenience, and economic opportunities for local communities. The company aims to enhance the event for millions of attendees while driving meaningful social and environmental impact.
By deploying a robust retail and distribution network across the Maha Kumbh grounds, Coca-Cola India and SLMG Beverages ensures easy access to its diverse beverage portfolio. Hydration carts operated by local vendors, strategically placed coolers, and partnerships with food courts and retail outlets support local vendors, waste workers, small businesses, and livelihoods, creating growth and employment opportunities while enhancing the overall experience.
Labanyendu Mishra, Zonal Vice President, South UP Zone, SLMG Beverages, said, “At SLMG Beverages, we are delighted to play a key role in refreshing millions during this iconic cultural celebration in Uttar Pradesh. We are providing consumers beverage options by creating touchpoints for visitors all through the mela. Whether through hydration carts, availability in the vibrant food court, or first time ever 100 door cooler wall, iconic 3-D OOH displays, selfie zones, and cooler walls, we’re bringing our diverse portfolio to life while connecting with local flavors. We are optimizing retail presence and ensuring supply chain efficiency, so consumers stay refreshed and hydrated, all while supporting local businesses and contributing to the overall success of this grand event.”
Coca-Cola India is contributing to Prayagraj’s economy by creating job opportunities for local vendors, supporting wage workers through waste management initiatives, and driving business growth for food and beverage retailers, while actively empowering small businesses and nurturing regional economic development.
Key Highlights of Coca-Cola India’s Engagement at Maha Kumbh 2025:
• Connecting Communities Through Refreshment: Our goal is to refresh and connect millions of visitors with a diverse portfolio of beverages, including Coca-Cola, Thums Up, Sprite, Maaza, Fanta, Kinley, Minute Maid, and Charged. Products will be accessible every 400 meters via hydration carts and food court activations, ensuring visitors can stay refreshed throughout the festivities.
• Maha Kumbh Special Edition Packaging: To celebrate India’s rich cultural heritage, we have introduced Maha Kumbh-themed packaging for select beverages. These special designs serve as keepsakes, blending tradition with Coca-Cola’s global appeal.
• Immersive Activations: Attendees can engage with unique experiences such as hydration carts, vibrant food court activations, iconic 3-D OOH displays, selfie zones, and cooler walls. These activations enhance the festive atmosphere while showcasing the perfect pairing of Coca-Cola beverages with the diverse culinary delights of the Kumbh.
• Sustainability at the Core: At the ongoing Kumbh Mela, Coca-Cola India is showcasing its commitment to sustainability through Reverse Vending Machines (RVMs) at key locations for PET waste recycling, recycled PET jackets for sanitation workers and volunteers, and women’s changing rooms made entirely from recycled multi-layered plastic waste.