Brand bazaar lights up road to Ayodhya

Ayodhya has emerged as the new branding hotspot for India Inc with companies like Coca-Cola, Reliance, ITC, Dabur, Adani Wilmar, Emami, and Parle Products rushing to get the maximum visibility for their products to capitalise on an anticipated influx in devotees to the holy city...

Shops and dhabas or roadside restaurants in the city as well as on highways connecting the major Uttar Pradesh cities of Lucknow, Gorakhpur and Varanasi with Ayodhya are witness to coolers, signboards and vending machines being set up by these firms sporting their branded products..

In addition, parks, branded gates, changing rooms for devotees, activity zones, stalls, incense paths, and experience centres are also being opened, executives at these companies said.. Coca-Cola said it has swapped its trademark red colour branding with brown colours to go with the "temple theme"..

The maker of Hajmola digestives and Real juice has tied up with dhabas on the Lucknow, Gorakhpur and Varanasi highways, leading to Ayodhya which are being redesigned with Hajmola props, for sampling and branding, setting up stalls, and creating activity and experience zones at Tulsi Udyan for pilgrims to experience its products like hair oil and tea. Customers will be served free Hajmola sachets along with their meals as a replacement to the usual mints and 'saunf' (fennel), Dabur said...

"We are now trying to get spots at the airport and its approach road," he said.. Mayank Shah, senior category head at Parle Products, which makes Monaco and Fab biscuits brands, said the company is servicing the local shops and dhabas directly with its own vans, instead of the usual wholesalers to ensure efficiency...

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