The festival of Kumbh Mela is estimated to attract 400 million Hindus and other visitors from around the world.
The 45-day festival is a massive economic engine, injecting billions in the economy of the northern state of Uttar Pradesh, which is hosting the event. And this year, it is a Grand Mela, which only happens once every 144 years.
From big businesses to street vendors and hotel owners, to major brands and digital entrepreneurs, all are looking to cash in on the influx of visitors.
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Presented and produced by Devina Gupta
(Image: Shoppers next to a toy stall at Kumbh Mela in 2023. Credit: Getty Images)