India Inc. profited on the Ayodhya fever by selling Dabur Vedic tea and Taj hotels
In anticipation of the dedication of the Ram Temple in Ayodhya on January 22, Indian Inc. has gone into overdrive with its marketing.
Corporate India has gone all out to celebrate the occasion, offering free bus tickets and free popcorn at multiplexes. The consecration has caused such excitement that Reliance Industries, the biggest firm in India, declared a vacation for all of its offices on January 22. Additionally, the stock market will be closed on Monday as a result of the Maharashtra government’s decision to make Monday a public holiday.
“The event is receiving unprecedented hype.” Hundreds of millions of people in India and across the world will watch it, as it has grabbed center stage on media channels. This provides a great chance for corporations to engage with those who have an emotional connection with the Ayodhya temple, according to a senior marketing analyst at a consulting company who asked to remain anonymous. He continued by saying that while some businesses have used innovative marketing strategies and want to participate in (and after) the major event, many others have gone beyond in an attempt to cash in on the excitement.
Many private players have declared their participation in the tournament during the last month or two. The hospitality sector revealed plans to build additional hotels in Ayodhya because they saw enormous potential in the travel industry. Representatives from the industry predict that starting January 22, the town would welcome one lakh tourists each day, and the existing infrastructure will not be able to handle such a high volume of visitors. Official sources claim that more than fifty large-scale hotel development projects are now under progress in the city, with hotels like Park Inn, Marriott International, Sarovar Hotels, and Taj Hotels among others set to open soon.
After Ayodhya’s Maharishi Valmiki International Airport opened for business on December 30, Indian airlines quickly added the town to their roster of destinations. All of the main cities are linked to Ayodhya by IndiGo, Air India, Akasa, and SpiceJet.
Retail and FMCG companies jumped on the bandwagon. A few days ago, Dabur India announced that it will give Shree Janmabhumi Teertha Kshetra a percentage of the proceeds from Dabur items sold until January 31. According to Dabur, it has partnerships with restaurants and dhabas along the Lucknow, Gorakhpur, and Varanasi roads that lead to Ayodhya. “The dedication of Ram Mandir is a historic event in our history, and Dabur, an indigenous Indian brand, is participating in this occasion…Our CEO, Mohit Malhotra, stated, “We are creating experience zones where visitors and pilgrims arriving in Ayodhya can touch, feel, and experience our range of products like Real juices, Dabur Amla hair oil, and Dabur Vedic tea. We are also ramping up distribution of our products in the city anticipating a surge in demand for daily essentials.” The Fortune Brand of the Adani Group recently announced that they will be giving out over 25,000 jalebis in the style of the “Bloom,” or the “Fortune logo,” in seven days. For devotees who assemble in Ayodhya, they will serve Fortune Mega-Bhog and Fortune Special Pakoda Platte.
The flagship dhoop, the “Mangaldeep 3 in 1 Dhoop,” from ITC’s Agarbatti brand Mangaldeep was given for a period of six months after the Temple’s inauguration. It said that the purpose of this gesture is to make everyday puja procedures for pandits easier, guaranteeing a smooth and fragrant spiritual experience. Free bottled water will be distributed to devotees by RIL, which has set up a water distribution kiosk. Jio, its telecom division, has improved Ayodhya’s network.
Coca-Cola is installing vending machines and helping neighborhood business owners decorate their establishments with coolers in an effort to attract more customers. Uber, a ride-hailing company, has launched an electric autorickshaw service in the community. To keep up with the increasing demand for travel, the company will begin offering UberGo and Uber Intercity. In addition to offering travelers and pilgrims new transportation alternatives, we are also opening up job prospects for a large number of people in the area. Prabhjeet Singh, president of Uber India and South Asia, said, “We are dedicated to supporting sustainable economic development, enhancing a smooth travel experience, and boosting tourism in the city.
