From Taj hotels to Dabur Vedic tea, India Inc cash in on Ayodhya frenzy

NEW DELHI : In what Indian Inc has gone into a marketing overdrive ahead of the Ram Temple consecration in Ayodhya on January 22.

From free bus tickets to complementary popcorn at multiplexes, corporate India has gone into full festive mode to commemorate the ceremony. The euphoria around the consecration is such that India’s largest company, Reliance Industries, announced a holiday for their offices across the country on January 22 and the capital market will remain shut following the Maharashtra government’s decision to declare Monday as a public holiday.

“The hype around the event is unprecedented. It has taken centre stage across media platforms and will be watched by hundreds of millions in India and abroad. This gives a perfect opportunity for corporates to connect with people who have an emotional connection with the Ayodhya temple,” said a senior marketing analyst at a consultancy firm while requesting anonymity. He added that while some firms have been creative in their marketing approach and want to contribute in (and after) the mega event, a large number of companies have gone overboard to catch on euphoria.

In the last one month or so, a large number of private players announced their participation in the event. The hospitality industry announced setting up new hotels in Ayodhya as they perceive a huge opportunity arising from tourism. Industry representatives estimate the town will see a footfall of 1 lakh tourists every day after January 22 and the current infrastructure is inadequate to support such a large influx. As per official sources, over 50 major hotel construction projects are underway in the city with Taj Hotels, Marriott International, Sarovar Hotels and the Park Inn opening their properties here.