Eveready spreads ‘Dudhiya’ roshani in Kumbh

Festivals are an integral part of Indian culture and Eveready Industries India Limited (EIIL), a leading player in the consumer goods market, has been a part of Indian festivities contributing significantly to the Kumbh Mela. This year, the Kumbh Mela got a unique facelift, welcoming thousands of devotees with vast number of professional grade LED streetlights which lit up Prayagraj in "Brilliant" and "Efficient" white light popularly called as "Dudhiya" roshani in Prayagraj. EIIL competed in tender floated by authorities and bagged the order by being technically superior and competitive price. High quality product backed by quick delivery and on-site service were key elements of this success.

Divya Kumbh, Bhavya Kumbh, the largest conglomeration of humans on this planet earth brings people from large parts of India to this holy city of Prayagraj. The mela is well known for losing a few hundred family members every day in the sea of humanity. To make the search process smoother, technology was put into place for the first time for the lost and found counters. Authorities could help relatives track their loved ones at the computerized lost and found centres. The dramatic reunion stories have been weaved into interesting saga in several Bollywood movies.

Emphasizing on the importance of amenities for the Kumbh mela, Anil Bajaj, Senior Vice President, Sales & Marketing, Eveready Industries India Ltd. said, “With a deep rooted mantra of making a difference to the devotees thronging the mega spectacle called the ‘Kumbh’, EIIL helped the Kumbh authorities in managing the smooth conduct of the mela by way of facilitating Sangam bound direction boards, changing rooms for ladies, police watch towers and tall standing media towers to name a few.”

He further added, “Time and again, we have adopted several methods to positively impact the experience of devotees coming to this mela. The brand has established a strong connect through extensive on-ground activities.”

Mangesh Khisty, Vice President and Business Head Luminaries, Eveready Industries India Ltd. said, “We were honoured to supply more than 15000 professional LED lights for the Kumbh mela, helping the Kumbh administration in their efforts to make the area well-lit at all times and safe for the general public. EIIL also illuminated the path with street lights, reiterating the ethos of the brand.”