Applying the Sustainable Marketing Mix to Mahakumbh 2025: Balancing Faith, Ecology, and Economy
1MAYANK VASHISHTH, 2 SHRIKANT PANDEY 3A.K. MALVIYA
Research Scholar (SRF), Department of Commerce and Business Administration, University of Allahabad.
Research Scholar, Department of Commerce and Business Administration, University of Allahabad.
Dean, Faculty of Commerce, University of Allahabad.
ABSTRACT
Religious tourism, particularly large-scale events like Mahakumbh in Prayagraj, presents both opportunities and challenges for sustainable development. Mahakumbh 2025 in Prayagraj is attracting millions of pilgrims, making sustainability a critical concern. This study explores the application of the Sustainable Marketing Mix (4Cs: Customer Solution, Customer Cost, Convenience, and Communication) in the context of Mahakumbh 2025, aiming to balance faith, ecology, and economy. The research examines sustainable solutions offerings such as eco-friendly accommodations, biodegradable materials, and organic food options. It evaluates pricing strategies that encourage responsible consumption while ensuring accessibility for pilgrims of all economic backgrounds. The study also analyses sustainable infrastructural developments (Place) that minimize environmental impact, including waste management, water conservation, and carbon footprint reduction. Additionally, the role of green communication strategies, such as digital campaigns and awareness programs, is assessed in fostering environmentally responsible behaviour among visitors and stakeholders. The findings highlight best practices and policy recommendations to enhance the sustainability of religious tourism through an integrated marketing approach. This research contributes to the growing discourse on sustainable pilgrimage management, offering insights for policymakers, event organizers, and marketers to create a harmonious blend of tradition and sustainability.
KEYWORDS: Sustainable Marketing Mix, Religious Tourism, Mahakumbh 2025, Eco-Friendly Pilgrimage, Sustainable Development, Circular Economy
