By empowering local vendors and small businesses during the Maha Kumbh 2025, Coca-Cola India is not only focusing on hydration but also creating enduring economic opportunities, thereby fostering local socio-economic development.
In February 2025, as millions congregate for the Maha Kumbh, Coca-Cola India is amplifying its commitment to local communities. This initiative includes establishing a robust retail network, generating employment, and promoting women’s entrepreneurship. By enabling thousands of local vendors, retailers, and waste workers, the company ensures access to hydration while simultaneously paving the way for sustainable economic opportunities.
Central to this impactful initiative is Coca-Cola India’s retail and distribution ecosystem. This initiative aligns with Chief Minister Yogi Adityanath’s vision for boosting Uttar Pradesh’s economic development and global stature. Together with SLMG Beverages, Coca-Cola India has set up 500 hydration carts manned by local vendors. These hydration carts provide convenient access to beverages while also empowering small businesses in the region. Moreover, the installation of coolers in food courts and retail outlets guarantees chilled beverage options, significantly boosting sales and income for local vendors.
Sundeep Bajoria, Vice President of India Operations at Coca-Cola India, stated, “The Maha Kumbh is not just a cultural phenomenon—it is a massive economic engine, made possible through the Uttar Pradesh government’s proactive planning and support for businesses. This has enabled our retail ecosystem to serve millions of visitors efficiently while fostering economic growth. With the deep market expertise of our bottling partner SLMG Beverages, we are ensuring seamless availability of our beverages while creating economic opportunities for vendors and entrepreneurs. From hydration carts to cooler deployment to retail outlets, this model is driving local employment, strengthening businesses, and contributing to socio-economic growth at scale.”
Costin Mandrea, Chief Executive Officer of SLMG Beverages, added, “At SLMG Beverages, we are enhancing the Maha Kumbh 2025 experience by leveraging our robust retail and distribution network. Through strategic partnerships with food courts, retail outlets, and hydration carts, we are ensuring hydration for visitors. This approach not only optimizes supply chain efficiency but also empowers local vendors, drives economic growth, and creates job opportunities, aligning with our shared commitment with Coca-Cola India to generate a lasting community impact.”
Additionally, women entrepreneurs are making significant strides within this initiative. Over 5,000 women retailers across Uttar Pradesh have received training, enabling them to manage hydration carts and retail counters effectively. This training is transforming seasonal ventures into pathways toward sustainable economic independence.
Mala Goswami from Prayagraj shared her inspiring experience: “I’ve been running this cart, selling crates of water bottles daily. The hydration cart has become my primary source of income during the Maha Kumbh. It’s supporting my family’s livelihood.” Another hydration cart vendor, Pooja Goswami, also from Prayagraj, expressed, “I come from a humble background; this cart has provided a steady income, helping my family manage our living with dignity. It’s allowed me to balance work and home responsibilities much better.”
In line with its global sustainability objectives, Coca-Cola India has rolled out various eco-friendly initiatives during the Maha Kumbh. The installation of Reverse Vending Machines (RVMs) at festival grounds facilitates seamless sustainability efforts, while waste workers, boatmen, and volunteers receive jackets created from recycled PET bottles. This is just one example of how the company is making its local commitment felt.
Collectively, these efforts exemplify a broader vision of creating shared value through economic empowerment, fostering inclusive growth, and demonstrating environmental responsibility. Consequently, such initiatives leave a lasting positive impact on the region at large.
