Building on its successful participation at Maha Kumbh 2025, Coca-Cola India is strengthening its presence at Magh Mela 2026, supporting one of India’s largest cultural gatherings through scaled hydration access, local employment generation, and consumer-centric experiences across Prayagraj and key travel corridors.
Aligned with the scale and economic significance of the Mela, the company’s participation extends beyond brand visibility to focus on livelihood creation and support for local enterprise. In partnership with its bottling partner, SLMG Beverages, Coca-Cola India has deployed an on-ground ecosystem aimed at ensuring access to hydration while creating income opportunities for small vendors and neighbourhood retailers. The initiative includes hydration carts operated by local entrepreneurs, along with cooler deployments at food courts and retail outlets to ensure consistent availability of chilled beverages.
Sundeep Bajoria, Vice President – Integrated Operations, Coca-Cola India & Southwest Asia, said, “What makes Magh Mela truly distinctive is how it brings people, livelihoods, and local enterprise together at scale. As a living economic ecosystem, it is supported by the Uttar Pradesh government’s thoughtful planning and execution. Working closely with SLMG Beverages, we are enabling seamless beverage availability and hydration for millions of visitors, while creating employment opportunities for local vendors and contributing to socio-economic growth across the region.”
A key pillar of Coca-Cola India’s presence at Magh Mela 2026 is empowering local ecosystems and strengthening community connections. Through its Locally Yours campaign, the company is adopting a neighbourhood-first approach by expanding access to chilled beverages while celebrating local retailers who play a central role in serving customers and sustaining communities across the Mela.
Paritosh Ladhani, Joint Managing Director & Board Member, SLMG Beverages, added, “At SLMG Beverages, we are enhancing the Magh Mela 2026 experience by leveraging our retail and distribution network. Through partnerships with retail outlets, food courts, and hydration carts, we are making refreshment accessible to visitors. This approach not only strengthens supply chain efficiency but also supports local vendors, creates economic opportunities, and aligns with Coca-Cola India’s commitment to making a positive impact on communities.”
In addition, Anandana – The Coca-Cola India Foundation, through its #MaidaanSaaf initiative, is supporting responsible waste management and visitor infrastructure at Magh Mela 2026 in Prayagraj, Uttar Pradesh. The initiative enables organised waste collection and the deployment of public utility infrastructure made from recycled plastic waste across the Mela area, including changing rooms designed to enhance public convenience while demonstrating the practical reuse of post-consumer plastic in high-footfall public settings.
Through these combined efforts, Coca-Cola India’s engagement at Magh Mela 2026 underscores its focus on hydration access, community impact, and sustainable, consumer-centric engagement at large-scale cultural gatherings.
