The Spiritual Tech Gold Rush: Startups Bank On Billion-Dollar Mahakumbh 2025 Opportunity

Known for its rich religious customs, traditions and heritage, India has witnessed an exponential rise in the number of spiritual tech startups in the last few years. Not to mention, what has fuelled the ambitions of the nation’s new-age entrepreneurs to enter this fray is the country’s lucrative spiritual market, which is expected to grow at a CAGR of 10% until 2032 from $58.56 Bn in 2023.

A prime example of this transition was witnessed last year during the consecration of the Ayodhya Temple — the event that not only gave this industry a boost but also made spiritual tech startups form a beeline with their offerings, raking in double-digit growth.

While the consecration of the Ayodhya Temple gave this sector a renewed push, this year’s Mahakumbh, being held at Prayagraj after 12 years, is all set to give the sector yet another shot in the arm.     

To conclude on February 26, the Mahakumbh is a grand confluence of faith, culture, and tradition and attracts millions of pilgrims from around the world.

The Confederation of All India Traders (CAIT) forecasts the Mahakumbh Mela 2025 to generate over INR 2 Lakh Cr in revenue for Uttar Pradesh over its 45-day duration. Of this, around INR 17,310 Cr is expected from retail spending on essentials like food, lodging, healthcare, and religious items.

Therefore, everyone ranging from spiritual tech platforms like Sri Mandir, VAMA, AppsForBharat and Astrotalk to UPI giants such as PhonePe and Paytm and food delivery startups such as WAAYU and CHUK have come forward to claim their share.

Now, let’s dive deeper into understanding what this year’s Mahakumbh means for many of these brands, all while taking a closer look at how some of these players are capitalising on this unique event.

Mahakumbh: A Startup Gold Rush?

With the rise of digital platforms and the increasing importance of consumer engagement, brands are leveraging this event to connect with their consumers in a number of innovative ways. 

While legacy players like Dabur, HUL, and P&G have partnered with restaurants to promote their products, some of them have even stocked their offerings at women’s changing rooms and baby care spaces.

While PhonePe has launched insurance for pilgrims and special QR codes to simplify financial transactions, Paytm is offering enhanced convenience with payment options, complemented by cashback and reward campaigns.

Meanwhile, smart parking management startup Park+ is leveraging AI to help pilgrims prebook spots for their vehicles. The startup is also helping them with FASTag-enabled payments, EV charging stations, and 24/7 security. 

“Our AI solutions will monitor parking fill rates, identify traffic bottlenecks, and ensure seamless FASTag-enabled entries and exits,” said Amit Lakhotia, the founder & CEO, of Park+.

The Mahakumbh is also providing opportunities to over 50,000 SMEs, boosting local vendors and artisans and positioning the event as a significant economic driver.

However, spiritual tech startups are to steal the show. Take AppsForBharat for instance. Founded by Prashant Sachan, the startup has made spiritual journeys accessible to everyone through its app, Sri Mandir. 

The app allows users to create virtual temples, perform rituals, and even get Gangajal delivered to their doorsteps, making the Mahakumbh experience available to those who cannot attend it. 

Astrotalk is another spiritual tech startup, which is enabling devotees to seek guidance from spiritual experts remotely during the event.  

Meanwhile, newcomers are also leveraging the Mahakumbh. Three-year-old WAAYU is delivering sacred Mahaprasad to homes across India. 

By partnering with ONDC buyer apps like Paytm, Snapdeal, and DigiHaat, WAAYU is ensuring that people everywhere can participate in the spiritual offerings of the event.

“With the scale of economic activities likely to be generated from this 45-day event, marketers are gearing up in full force. This event also provides many startup and service providers the chance to step up and establish themselves,” said Harish Bijoor, a business and brand strategy expert.

The primary reason brands are capitalising on this massive event is the immense growth potential it offers, particularly in terms of increased sales, user acquisition, and overall brand visibility, he added.

Giving heft to Bijoor’s statement, the cofounders of WAAYU said that they are aiming for strong brand visibility during Mahakumbh 2025. 

“While monetary ROI isn’t a focus since the Prasad is offered at cost, branding opportunities and the goal of 1 Cr orders will significantly boost user acquisition for the WAAYU app,” the founders said.

Meanwhile, eco-friendly tableware brand CHUK has already experienced a surge in demand, with orders from the event accounting for 30% of its average monthly sales. “We expect this figure to grow as the event progresses,” said Pranay Pasricha, brand and marketing head at Pakka, CHUK’s parent company.

In line with the government’s initiative to make the Mahakumbh plastic-free, the startup is offering an eco-friendly and reliable solution for food service, helping reduce waste and promoting sustainability throughout the event.

The Mahakumbh Revenue-Making Machine

While the Mahakumbh, which started January 13, has already become a significant stage for spiritual tech startups, the accommodation and tourism sector is in for a bigger blast, followed by the food and beverages (F&B).

According to data shared by CAIT, the accommodation and tourism sector is projected to generate INR 40,000 Cr while the food and beverages industry is set to contribute INR 20,000 Cr. Similarly, religious items and offerings are also expected to yield INR 20,000 Cr.

Other than the aforementioned players expected to thrive during the 45-day event, several other brands and startups are poised to capitalise on Mahakumbh’s vast audience and cultural significance.

For instance, VAMA.app is expecting a 30-50% increase in app downloads and user engagement during the Mahakumbh. It already has over 2.5 Lakh transacting users on its platform. 

Founded in 2020 by Aacharya Dev, Himanshu Semwal, and Manu Jain, VAMA.app provides digital services such as e-pujas, e-darshans, and astrology. It has partnered with over 250 temples and has a network of more than 300 astrologers. 

Sri Mandir’s Sachan mentioned that based on historical trends and current engagement, they anticipate serving an additional 3 Lakh to 4 Lakh devotees via their online devotional services. He also expects a 40-50% increase in app downloads with devotees increasingly turning to digital solutions to connect with the spiritual event.

“Furthermore, we anticipate a 30-35% increase in revenue driven by our Mahakumbh campaign, reflecting the growing trust in our platform and its offerings,” he said.

From spiritual tech platforms connecting devotees digitally to eco-conscious brands championing sustainability, the Mahakumbh is not only the cradle of tradition but also the breeding ground for innovation and inclusivity. 

With enough opportunities for businesses of all sizes, the Mahakumbh proves that age-old traditions can thrive in harmony with modern entrepreneurship, ensuring a win-win for all.

[Edited by: Shishir Parasher]

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