The Maha Kumbh Mela 2025, set to host over 40 crore devotees in Prayagraj from January 13 to February 26, has prompted banks and fintech companies to enhance financial infrastructure and promote digital payment adoption. The initiatives aim to simplify transactions for attendees and merchants while reducing reliance on cash at the world’s largest public gathering.
Bank of Baroda (BoB), the convenor of the State Level Bankers’ Committee for Uttar Pradesh, has deployed extensive banking facilities at the Mela. The bank has established two full-fledged branches with forex transaction capabilities and installed onsite and mobile ATMs, along with coin vending machines, to cater to diverse customer needs. Business correspondents and BC Sakhis are being deployed across the grounds to assist pilgrims, tourists, and merchants with various banking requirements.
Additionally, BoB has launched its AI-powered Virtual Relationship Manager, Aditi, to handle banking queries and enhance customer support during the event. The bank is actively promoting its UPI-based payment app, BoB e-Pay, offering a complete suite of digital payment solutions.
Fintech payment offers
PhonePe is driving digital payment adoption with its ‘MahaKumbh Ka MahaShagun’ campaign, offering first-time users in Prayagraj flat cashback of Rs 144 on their initial UPI transaction of as little as Re 1. The campaign is complemented by Maha Kumbh-themed QR codes, posters, and banners placed strategically across the venue.
The company’s SmartSpeaker broadcasts special messages to greet users and encourage digital transactions, ensuring ease of payment for devotees and merchants alike.
Airtel Payments Bank has established 10 kiosks at key locations within the Mela grounds, enabling visitors to withdraw cash, transfer funds, and deposit earnings into bank accounts. Merchants can securely deposit daily earnings and are being equipped with QR codes and Soundboxes to facilitate quick, secure, and cashless transactions.
Soundboxes provide instant audio payment confirmations in regional languages, further simplifying operations for merchants and reducing cash-handling risks.
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