Ayodhya Beckons: FMCG Companies Gear Up for a Promising Journey

New Delhi: Food and beverage companies are gearing up to capitalize on the anticipated surge in footfall in the pilgrim town of Ayodhya, North India, ahead of the temple inauguration on January 22. Bisleri, the bottled water brand, is increasing supplies to Ayodhya and setting up a new plant in the city. Other companies such as Parle Products, Dabur India, Coca-Cola, and Reliance Consumer Products are also ramping up their operations in anticipation of increased demand.

With the seven-day religious rituals and the Ayodhya Ram Temple ‘Pran Pratistha’ ceremony taking place from January 16 to January 22, a substantial increase in crowds is expected. Prime Minister Narendra Modi is set to inaugurate the temple, attracting hundreds of thousands of visitors daily. Ayodhya’s improved infrastructure, including a new airport and wider roads, has further enhanced the city’s appeal for religious tourism.

For packaged goods manufacturers, such events present an opportunity to introduce new products and drive trials for existing brands. The high footfall during these occasions enables on-ground brand activations and promotions. Parle Products, known for its biscuits, confectionery, and snacks, has expanded its distribution in Ayodhya and nearby areas while sponsoring the “Ayodhya ki Ram Leela” play. Dabur India is increasing the distribution of its products in Ayodhya, particularly focusing on daily essentials, and has launched marketing activities and experience zones for its brands. Coca-Cola and its bottling partners are increasing vending machine availability and working closely with retailers to ensure sufficient stock of their low-unit packs.

Local kirana stores in Ayodhya are also preparing for the influx of visitors. They are stocking up on puja samagri (worship materials) such as cotton wicks, ghee, oil, diya (lamp), camphor, rice, and wheat, as well as packed sweets, chocolates, chips, namkeens, cold drinks, and personal care products. Kirana owners anticipate increased sales during this auspicious occasion.

Reliance Consumer Products, a division of Reliance Retail, is expanding the distribution of its brands, including bottled water Independence, Campa fizzy drinks, and snacking brand Alan’s Bugles, to tap into the Uttar Pradesh market.

Overall, companies are capitalizing on the surge in footfall in Ayodhya by increasing supplies, expanding distribution networks, and conducting on-ground marketing activities. They see this as an opportunity to meet the increased demand for their products and engage with a larger consumer base during this significant religious event.