FMCG firms see Mahakumbh as a key driver for rural demand surge

Companies looking to intensify marketing efforts to tap further into rural demand amid sluggish urban markets

- Suneera Tandon

Fast-moving consumer goods companies (FMCG) are distributing free samples of low-priced products and setting up temporary amenities like resting stations in and around the Mahakumbh site in Prayagraj, in their bid to catch the attention of millions of devotees streaming in, and boost demand for packaged goods in the March quarter and beyond.

Biscuit maker Parle said it expects the Mahakumbh to be an opportune time for firms to attract consumers. Following two straight quarters of rising rural demand, despite subdued urban markets, packaged goods makers are intensifying efforts to enhance their visibility and engagement at the 45-day religious event where millions gather everyday to take a holy dip in the Triveni, the meeting point of three rivers Ganga, Yamuna, and the mythical Saraswati.

The event, which began on 13 January, concludes on 26 February.