Amazon India has announced an innovative initiative to enhance the experience of millions of devotees attending the 2025 Maha Kumbh Mela. As part of its commitment to community welfare, Amazon India is repurposing its signature cardboard packaging boxes into portable, upcycled beds, offering much-needed rest to festival attendees free of charge.
The Maha Kumbh Mela, held every 12 years, is one of the world’s largest religious gatherings, drawing millions of pilgrims and visitors to Prayagraj, Uttar Pradesh, for the 45-day festival in January and February 2025. Recognizing the challenges of accommodation and comfort for such a large influx of people, Amazon India has partnered with Maha Kumbh Mela authorities to strategically place these box-beds in key areas across the festival grounds.
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Supporting Pilgrims, Law Enforcement, and Medical Personnel
Amazon India’s upcycled beds will be available at several high-footfall locations within the Kumbh Mela. A significant portion will be allocated to the Lost and Found Centre, providing relief to individuals in distress. Additional beds will be distributed among the general public, while some will be offered to Kumbh Police Karmacharis and Kumbh hospital staff who work tirelessly to maintain order and provide medical care during the festival.
Pragya Sharma, Director of Marketing at Amazon India said,
“At Amazon India, innovation is at the heart of our mission to positively impact the communities we serve. Our association with the Maha Kumbh Mela emanates from this commitment. We strive to bring convenience, comfort and care to our customers every day through our iconic Amazon boxes, recognised by millions as a symbol of reliable service. By reimagining these boxes as beds, we saw an opportunity to address a real need for the event’s attendees. It’s not just about thinking outside the box – it’s about transforming the box itself to make a tangible difference,”
Sustainable Innovation in Partnership with Ogilvy
To ensure the beds are sturdy, functional, and suited to local conditions, Amazon India collaborated with Ogilvy India, which worked with a specialized team of fabricators to develop and test the beds for durability and wear resistance.
Sukesh Nayak, Chief Creative Officer – Ogilvy India said,
“Amazon is synonymous with delivering joy, love, ease – across India. And at the Maha Kumbh, we are delivering comfort, to make the lives of attendees easy with Amazon box-beds. Nights at Maha Kumbh can get extremely cold, and at Ogilvy, working closely with our specialised Activation team, we decided to tackle this challenge with a unique innovation. Amazon’s familiar cardboard packaging boxes have been upcycled, compressed in layers and have been re-engineered to create sturdy, yet comfortable beds,”
A Commitment to Social Impact
This initiative aligns with Amazon India’s broader efforts to use its scale, resources, and innovation to address social challenges. By recycling and upcycling materials that are part of its core operations, the company continues to find new ways to contribute to communities in meaningful ways.
With the Maha Kumbh Mela 2025 set to welcome millions, Amazon India’s initiative is expected to make a tangible impact, ensuring that attendees have access to comfortable resting spaces amid the hustle and bustle of this grand spiritual gathering.
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