The six-week-long Kumbh Mela has turned Prayagraj into an economic powerhouse, bringing unprecedented business opportunities to the city. With millions of Hindu devotees arriving for the grand religious gathering, local businesses are experiencing a surge in demand across all sectors.”Business is booming everywhere for everyone across our city,” said taxi driver Manoj Kumar, whose daily earnings have skyrocketed to nearly $250—about eight times his usual income. Kumar, a resident of Prayagraj, noted that the city’s transformation has been extraordinary.The Hindu nationalist government, led by Prime Minister Narendra Modi, has heavily invested in infrastructure development to accommodate the influx of pilgrims. Roads, bridges, additional flights, new hotels, and improved transport facilities have reshaped the city. Uttar Pradesh Chief Minister Yogi Adityanath, a key figure in Modi’s Bharatiya Janata Party (BJP), has projected that the Kumbh Mela will contribute a staggering $24 billion to the economy. Some business leaders even estimate the figure to be as high as $30 billion.The scale of the event is staggering. With over 435 million pilgrims reported to have taken a ritual dip in the holy river, the festival dwarfs global gatherings such as the Rio Carnival and the Muslim Hajj. Artificial intelligence-based surveillance cameras track footfall, further amplifying official statistics.Local businesses, from street vendors to high-end hotels, are reaping huge benefits. Hotelier Deepak Kumar Mehrotra, who owns two properties in Prayagraj, said his rooms have been fully booked for weeks. “Demand has really shot up,” he said, adding that some hotels are charging as much as $1,200 per night—nearly equivalent to the state’s annual per capita income.The surge in religious tourism has also boosted employment opportunities. Workers in construction, transport, hospitality, and retail are in high demand. “We are struggling to adjust to this drastic change in footfall,” said travel agent Shahid Beg Romi, noting that even towns 80 kilometers away are packed with visitors commuting to the Kumbh.The impact extends beyond Prayagraj, benefiting pilgrimage hubs like Ayodhya and Varanasi, where devotees travel after attending the Mela. Major brands have also seized the opportunity, setting up pop-up stores and launching extensive advertising campaigns.As the festival continues until February 26, the economic ripple effect is expected to last long after the last pilgrim leaves.
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