The Yogi Adityanath government in Uttar Pradesh is taking a 360 degree approach to optimise the benefits accruing out of the Prayagraj Maha Kumbh 2025.
The mammoth congregation of pilgrims and tourists, estimated to top 400 million during the 45-day calendar from January 13 to February 26, is dexterously being positioned to give a major push to religious, spiritual and heritage tourism.
The vast canvas of Maha Kumbh will encompass not only religious and spiritual tourism, but make a footprint on the socioeconomic and political economic landscape of UP as well.
After coming to power, the Yogi government 1.0 (2017-2022) had renamed Allahabad as Prayagraj, thus reverting to its ancient name.
UP has already started the process of organising roadshows to promote the Maha Kumbh 2025. Apart from Indian cities, the foreign countries in the roadshows lineup include Netherlands, Thailand, Indonesia, Mauritius etc.
The UP government is promoting Maha Kumbh as a ‘unique celebration of unity within India’s diversity’ which resonates with Yogi’s catchphrases extolling the virtues of unity.
Interestingly, UP State Roadways Transport Corporation (UPSRTC) will deploy 7,000 saffron-coloured buses for plying Maha Kumbh tourists and pilgrims during the congregation period.
UPSRTC is even reaching out to private sector companies to provide passenger amenities at bus stations and terminals for Maha Kumbh under the Corporate Social Responsibility (CSR) template.
Further, Maha Kumbh is expected to establish the credentials of the Yogi dispensation to successfully organise grandiose events, and simultaneously bolster ‘Brand UP’ on a global scale.
Since, the state has announced to celebrate Maha Kumbh as ‘Green Maha Kumbh’ to mitigate carbon footprint by taking proactive steps and planting tens of thousands of trees, UP is aiming to create a model of sustainable tourism with the mega event.
At the same time, UP is taking steps to boost the local economy by integrating micro businesses and self help groups (SHG), especially run by women, with the Maha Kumbh.
Recently, Kumbh Mela area was officially designated as the 76th district of UP albeit temporarily for four months. A gargantuan 4,000-hectare ‘tent city’ is being set up at ‘Sangam’ in Prayagraj for Maha Kumbh 2025.
Under the socioeconomic blueprint, women SHGs are being allocated stalls and shops at the Kumbh Mela to support their livelihood.
These SHGs will run eateries, canteens and ‘Shri Anna’ counters under the aegis of the UP State Rural Livelihood Mission. It is expected to benefit more than 5,000 rural women.
It will generate revenue for the rural micro enterprises, and also promote local agri products such as jaggery, millets etc under UP’s flagship One District One Product (ODOP) umbrella.
Maha Kumbh is celebrated every 12 years while Kumbh occurs every 6 years. Magh Mela is an annual affair in the holy city of Prayagraj.