Ayodhya: Ayodhya is becoming a focal point for FMCG companies and food services chains, drawing significant attention and investment from these industries.
Anticipating a substantial 8-10-fold increase in tourism and the transient population of the city, FMCG companies and food services chains are making their way to Ayodhya in anticipation of the Ram temple consecration on January 22. According to data from the UP Tourism Department, the tourist count in Ayodhya skyrocketed from 325,000 in 2021 to a staggering 23.9 million the following year.
“Foreseeing a significant increase in consumer demand post the consecration of the Ram temple, we are strategically establishing a greenfield plant in Ayodhya,” stated Angelo George, CEO of Bisleri International, India’s largest mineral water company. He highlighted that the plant would cater to the rising demand in the surrounding markets of Uttar Pradesh.
Despite being a relatively small market within Uttar Pradesh with a population of approximately 350,000, Ayodhya has transformed into a significant pilgrim hotspot due to the Ram temple, creating a sizable captive market that companies are keenly leveraging, according to industry executives.
“FMCG companies are intensifying their distribution efforts in the city, anticipating a surge in demand for daily essentials, given that Ayodhya is emerging as the premier tourism center of New India,” said Dhairyashil Patil, National President of the All India Consumer Products Distributors Federation. He estimated that the transient population of Ayodhya could increase by 8 to 10 times, leading to heightened demand for packaged water, soft drinks, snacks, and other grocery products.
Executives assert that places of historical significance inherently attract demand. According to data from the UP Tourism Department, Ayodhya witnessed a substantial increase in tourist influx, with the count rising from 325,000 in 2021 to a remarkable 23.9 million the following year.
The construction of the Ram Janmabhoomi temple in Ayodhya has triggered significant urban development, leading to the city’s revamped railway station featuring food plazas, the establishment of a new airport, and various development projects attracting investments exceeding ₹15,700 crore. Additionally, more than a dozen new hotel projects have been initiated. According to Nripendra Mishra, the chairperson of the Ram Mandir construction committee, the current population of Ayodhya, at 350,000, could potentially surge by 500,000. This influx is expected to include tourists and individuals migrating to the city following a surge in economic activity post the inauguration of the temple.