THE ECONOMICS OF MAHA KUMBH - THE 45-DAY EVENT IS ALL SET TO HAVE A MULTIPLIER EFFECT ON THE ECONOMY.

WHEN AMIT SAXENA decided to set up a food stall of Kakis Caterers at the Kumbh Mela, little did he know of what lay ahead. Saxena set up two stalls of 1,000 sq. ft each, with a seating capacity of around 400 people, serving thalis, kachoris and tea for the "hi-fi gentry," as Saxena likes to call them.

- VIDHI TAPARIA

Backed by Brooke Bond, Saxena made a personal investment of *90 lakh in the project, his first-ever at Kumbh.

Saxena is among thousands of entrepreneurs lining up at Kumbh to cash in on the *2-lakh-crore opportunity, according to industry body Confederation of All India Traders (CAIT). However, the foray into one of the world's largest spiritual gatherings has so far turned out to be an uphill battle.

"We anticipated a crowd of 500 million, but the reality has been different," says Saxena. Despite the festival's grandeur and scale, medium-size ventures like Saxena's have struggled to make a mark in a space largely dominated by big caterers or local vendors or the bhandaras. "It's the larger players who walk away with the profits," he adds.

Even subtle choices such as upgrading the carpet for a more premium feel count. "If the set-up feels too extravagant, it discourages customers. People are here for an experience, not opulence," he remarks.

The story of Saxena's Kumbh journey is a glimpse into the complex interplay of scale, tradition, and commerce at an event of such a scale. Maha Kumbh 2025 is said to be the first occurrence in 144 years, a spiritual congregation for celebrating the confluence of three auspicious rivers in the Hindu traditionGanga, Yamuna, and the mythical Saraswati-spread over 45 days, from January 13 to February 26.