Prayagraj: Building on its participation at the Maha Kumbh 2025, Coca-Cola India has strengthened its presence at Magh Mela 2026 by scaling hydration access, supporting local employment, and enhancing visitor experiences across Prayagraj and key travel corridors.
Aligned with the scale and economic significance of the Magh Mela, the company’s engagement extends beyond brand visibility to focus on livelihood generation and local enterprise support. In collaboration with its bottling partner, SLMG Beverages, Coca-Cola India has established an on-ground ecosystem aimed at ensuring widespread access to hydration while creating income opportunities for small vendors and neighbourhood retailers.
As part of the initiative, hydration carts operated by local entrepreneurs have been deployed, along with the placement of coolers at food courts and retail outlets to ensure consistent availability of chilled beverages for millions of visitors attending the Mela.
Sundeep Bajoria, Vice President – Integrated Operations, Coca-Cola India & Southwest Asia, said the Magh Mela represents a unique convergence of people, livelihoods and local enterprise. He noted that the event functions as a large economic ecosystem supported by the Uttar Pradesh government’s planning and execution. Bajoria added that the company’s efforts, in partnership with SLMG Beverages, are focused on ensuring seamless beverage availability while contributing to employment generation and socio-economic growth in the region.
A key element of Coca-Cola India’s presence at Magh Mela 2026 is strengthening community engagement through its “Locally Yours” campaign. The initiative adopts a neighbourhood-first approach by expanding access to chilled beverages while recognising the role of local retailers in serving visitors and sustaining community networks during the Mela.
Paritosh Ladhani, Joint Managing Director and Board Member of SLMG Beverages, said the company is leveraging its retail and distribution network to enhance the Magh Mela experience. He highlighted that partnerships with retail outlets, food courts and hydration carts are helping improve refreshment access while supporting local vendors and creating economic opportunities.
In addition, Anandana – The Coca-Cola India Foundation is contributing to responsible waste management and visitor infrastructure at the Magh Mela through its #MaidaanSaaf initiative. The programme supports organised waste collection and the deployment of public utility infrastructure made from recycled plastic waste across the Mela area. Facilities such as changing rooms created from recycled materials aim to improve public convenience while demonstrating the practical reuse of post-consumer plastic in high-footfall public spaces.
Through these initiatives, Coca-Cola India aims to support hydration needs, promote sustainability and contribute to local economic development during one of India’s largest cultural gatherings.
