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.

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CHUK’s compostable tableware, made of bagasse, will be exclusively distributed to restaurants participating in government programs during one of the world’s largest religious gatherings. This will support the massive logistical requirements of serving devotees while maintaining the highest standards of hygiene and eco-friendliness.

The partnership between CHUK and MahaKumbh Mela Trust resonates with the UP government’s overarching goal to celebrate the religious gathering with a focus on cleanliness and mitigating plastic waste. This collaboration also echoes the UP govt’s RACE drive (Reducing Plastic and Achieving Clean Environment), an initiative launched to spread the concept of plastic-free communities. Moreover, CHUK’s involvement in Ram Mandir’s inauguration highlights the brand’s alignment with the government’s efforts to promote eco-friendly alternatives and make the earth cleaner. 

Being the official tableware partner, CHUK remains committed to the quality of the products being distributed at the MahaKumbh Mela. Each piece of tableware undergoes rigorous heat resistance testing, where it is subjected to 100-degree hot oil and water to ensure a spill-free experience. Products are then meticulously examined for structural integrity, with skilled quality control specialists checking for even the smallest physical imperfections. 

Jagdeep Hira, India Business Head at Pakka Limited said about the partnership “We are immensely grateful to be a part of the MahaKumbh Mela, the world’s largest religious gathering. This sacred gathering holds a special place in the hearts of millions, and we feel truly fortunate to contribute to its success with our eco-friendly solutions. This partnership reflects our commitment to blending spiritual values with environmental responsibility, and we are humbled to be part of this congregation and contributing towards creating a cleaner earth.”

CHUK has been selected as the L1 (most preferred) vendor for providing eco-friendly tableware during the MahaKumbh Mela. The deal has been inked at Rs. 1.75 crore with potential expansion to Rs. 2.5 crore, depending on the event’s requirements. 

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