Kumbh Mela is the world’s largest religious congregation happening every few years. It attracts millions of devotees, saints, and tourists. Happening in four rotating locations- Prayagraj, Haridwar, Nashik, and Ujjain, Kumbh Mela holds immense power. It is a grand spectacle of faith, tradition, and devotion. With such massive influx of people, logistical challenges arise, specially in food and waste management.
In 2025, a significant breakthrough was achieved through pioneering initiative by ‘IIM Ahmedabad’ and ‘I M Happiness Foundation’. Their collaborative efforts focused on reducing food wastage and promoting mindful consumption. It set a new benchmark for mass gatherings being sustainable.
As per the recent impact study conducted by IIM Ahmedabad & I M Happiness Foundation: The Food wastage at Kumbh Mela could be reduced from 12% to just 2.3%. It could be done within three days through right behavioural nudges and mindful messaging. This research-driven intervention saved food, and influenced devotees’ consumption habits developing responsible eating culture.
Let’s understand the Food Wastage Challenge at Kumbh Mela
The central element of Kumbh Mela experience is Food. Lakhs of devotees rely on free meals (Bhandaras) by religious groups, NGOs, and Government bodies. These mass meal distributions ensured no one goes hungry. However, it also led to significant food wastage. How? Let’s get into the details:
– Over-serving and overconsumption – Many devotees take more than they can consume leading to leftovers.
– Supply and demand, miscalculated – Organizers struggle to predict the exact number of attendees.
– Lack of awareness – Individuals fail to realize the consequences of wasting food at such a large scale.
The IIM Ahmedabad & I M Happiness Solution
IIM Ahmedabad and I M Happiness Foundation collaboration focused on data-driven solutions. They brought psychological interventions to minimize food wastage. The approach included: Mindful Nudges for Responsible Eating.
– Mass Meal Distribution Optimization – “Serve yourself mindfully” and “Take what you can finish” were the simple nudges used. Volunteers guided the attendees to take only what they needed to influence behaviour.
– Efficient Resource Management – Organizers adjusted distribution based on real-time demand and closely monitored food supply to reduce overproduction.
– Food Waste Analysis – For better food allocation with data-driven strategies, they conducted a study with 4,000 individuals. It helped them to identify consumption patterns.
– Policy Recommendations for Sustainability – The findings of the research were shared with the Uttar Pradesh Government. It will offer long-term solutions for sustainable food distribution at future events.
Proving that small behavioural changes can lead to significant impact, the results outshined. The food wastage was reduced from 12% to 2.3% within just three days.
Why Food Wastage and Sustainability matters in India?
Concern of Food Wastage is not just limited to Kumbh Mela, it’s a national issue. As per the reports: India wastes food worth Rs. 92,000 crores annually. That’s an amount which could feed millions of underserved. This initiative at Kumbh Mela also aligns with UNSDGs (United Nations’ Sustainable Development Goals).
Particularly:
– SDG 2 – Zero Hunger
– SDG 12 – Encouraging Waste Reduction and Sustainable Consumption Habits.
This research highlights the role of scientific research, behavioural psychology, and community participation. All to transform mass gatherings into sustainable models.
About the Organizations Behind the Change
Indian Institute of Management – Ahmedabad
IIM A is one of the world’s leading business schools. It is known for its leadership training, policy influence and cutting-edge research. Primarily recognized for management education, it consciously works for sustainability, social impact, and behavioural economics. Their work has been instrumental in creating real-world solutions, like this initiative at Kumbh 2025. They also initiated Project SMILE, PRAYAAS and PAWSIBLE, results of which are truly commendable.
I M Happiness Foundation
I M Happiness is a non-profit organization dedicated in bringing social change and spreading wellness. It promotes mental wellness, sustainability, and community-driven initiatives. They use the combined approach of research, education, and social programs for healthier, happier society. Goal of reducing food wastage at Kumbh Mela is a part of their larger vision. The vision of integrating social impact with everyday behaviours.
A Model for Future Mass Gatherings
After the success at Kumbh 2025, this initiative has far-reaching implications. Beyond religious gatherings, it provides a scalable model for:
– Large-scale conferences, Weddings, and social events.
– Corporate and institutional food management.
– Other religious and cultural festivals. (Ganesh Chaturthi, Jagannath Rath Yatra, etc)
The institute teaching management, entrepreneurship and more merging with a foundation made a bigger difference. By adopting similar strategies, future events can also significantly reduce food wastage, optimize resources. This will lead to creating sustainable consumption practices.
A Final Thought
The initiative at Kumbh 2025 showed The Power of Small Changes. It proved that change begins with small steps. Significant progress can be made towards eliminating waste and promoting mindful consumption. How? By reframing the way people think about food.
“Food is a blessing—let’s not waste it. By avoiding food waste, we not only nourish ourselves but also contribute to a happier, healthier society.” – Aishwarya Jain, I M Happiness
The question now remains: how to integrate these learnings into everyday life? The answer to it is: Conscious choices, mindful eating, and a collective effort- Behavioural change. Gujpreneur works harder to bring you inspiring stories on sustainable ideas and businesses. Keep visiting!
