Spiritual surge: 'Ayodhya' may spell boom for pilgrimages and businesses all over India
Ayodhya's Ram temple consecration will likely have a rub-off effect on other leading pilgrimages such as Shirdi, Kashi Vishwanath, Odisha's Jagannath Rath Yatra, Tirupati, Mathura, Vaishno Devi and Golden Temple, companies selling consumer staples and grocery essentials as well as jewellery chains said.
Adani Wilmar, ITC, Reliance, Parle Products, Dabur and Britannia are deepening distribution and dealer networks, launching limited edition packs or doubling marketing and branding spends at large religious sites, while jewellers such as Kalyan and Senco are setting up stores in spiritual zones.
Burger and fries chain McDonald's is setting up a vegetarian outlet near a pilgrimage spot in UP.
Fortune oil, rice and atta maker Adani Wilmar's MD Angshu Mallick said the company has allocated ₹10 crore for 2024 for religious branding and marketing across India. «We have done town branding of Shirdi and next in line is Mathura.
We are strengthening dealer and distributor networks so our products can be made available in these places quickly,» Mallick said.
He said demand for consumer staples is already up by as much as 40% in Ayodhya in this month, thanks to the surge of visitors.
While 5 lakh devotees turned up in Ayodhya on Day 1 after the Ram Lalla consecration, executives said the town has served as a reminder of India's spiritual tourism potential.
«We look at all congregation points as opportunities to drive our relevant portfolio and set up distribution priorities accordingly,» said Sandeep Sule, divisional chief executive, trade marketing and distribution, at ITC, which makes Sunfeast biscuits and Yippee noodles. Sule said religious centres are opportunity areas of enhancing product discoverability and trials.
