Top FMCG Companies Rake In Moolah As Ayodhya Set To Become New Tourism Hub

Ayodhya has already captured the interest of leading companies such as Reliance, ITC, Dabur, Adani Wilmar, Coca-Cola, Emami, and Parle Products as these companies are set to boost presence of their respective products to make the most of the arrival of lakhs of devotees to the new hub of tourism. Several leading companies have been busy devising key strategies to augment their products' supplies in Ayodhya and shifted their focus to marketing campaigns. Meanwhile, Prime Minister Narendra Modi has arrived in the holy city to attend the "Pran Pratishtha ceremony.

Approximately 7000 invitees that will include celebrities, politicians, sportspersons are likely to attend the Pran Pratishtha ceremony which is likely to start around 12:20 pm today.

Meanwhile, Bisleri has enhanced supplies of its products in Ayodhya keeping in mind of the influx of devotees in the city. The company has also decided to set up its plant in Ayodhya that will reportedly become operation in the next few months. The company is also taking steps towards responsible consumption and disposal of used plastic and tied up with municipal authorities.

The 7-day religious ceremony for Ayodhya Ram Temple 'Pran Pratistha' began on January 16. Several leading companies feel that the city will soon draw huge crowds as it is set to become major religious tourism hub that witnessed massive infrastructure upgrade right from new airports to better roads.

Parle Products augmented distribution of biscuits, confectionary and snacks not just in Ayodhya but even in the nearby areas as well. According to a report published in Mint, "We have significantly increased distribution across biscuits, confectionery and snacks across touch-points. Not just in Ayodhya, but even in nearby towns and cities. The company is also sampling brands across its portfolio," said Krishnarao Buddha, senior category head, Parle Products.

Leading FMCG company Dabur India has also taken key steps to boost distribution of its products in Ayodhya as it feels there will be sharp jump in demand for daily essentials. The company has also tied up with local restaurants at various nearby places such as Varanasi, Gorakhpur, and Lucknow. The company has also set up experience zones in Ayodhya for its various brands like Dabur Amla hair oil and Real juices.

Popular beverage maker Coca-Cola and its bottling partners have taken steps to enhance availability of vending machines in Ayodhya in collaboration with retailers to stock up on low-units packs.

According to reports, Ram Temple in Ayodhya is expected to witness footfall of nearly 3,00,000 to 7,00,000 in the first week after inauguration and the figures are likely to remain high going forward.

It is worth noting that leading player from the FMCG segment Adani Wilmar is also leaving no stone unturned and engaged in several activities that included the seven-day Jalebi Sampling Spree with over 25,000 Fortune-logo-shaped jalebis, a 15-day campaign introducing a unique Fortune Special Pakoda Platter, and a grand-scale, one-day Fortune Mega-Bhog event for over 5,000 people, as per the press release.

"We have planned to fascinate visitors with a carefully curated range of special traditional delicacies befitting the occasion, all prepared entirely using the range of Fortune products." said Vineeth Viswambharan, Associate Vice President, Marketing and Sales, Adani Wilmar, in the release.

More than 70% of local kirana stores have reportedly augmented supplies of key puja samagri materials such as cotton wicks, diya, rice, wheat, and honey, among others, as per a survey done by Kirana Club.