A Case of Kumbh Mela at Allahabad: Learning for Urban Space Management and the BoP Market

Introduction

Increasing importance of urban space management, environmental issues, and search for new markets have given new impetus to the understanding of various Indian events where large gathering of citizens happen at one single place. These consumers also act as consumer-citizens. It seems that on one hand Indian value system has been able to maintain many traditional events for long. On the other hand, global forces further trigger this as these spaces provide them with opportunities for management of sustainable cities, event management, retailing, and consumer research for the bottom of the pyramid market. This chapter highlights that such events are part of meta organizational spaces (a space beyond the boundaries of organization) wherein both conventional and unconventional spaces come together. The chapter highlights that main drivers for these events are various communities and local authorities who have rich learning heritage with them. Core which bind communities, local authorities, and local executives of corporations together revolves around the faith and solace which Kumbh/maagh mela offers. Nothing can be more luxurious than myth for ultimate experience, hope for salvation and deep rootedness in one’s history. This chapter also highlights the role of various factors which have contributed to the growth of research in the area of urban pace management. Many come to the megacity of Magh Mela from different parts of India. In this manner, the study of Kumbh Mela also highlights the process and outcomes of urbanization. In this case urbanization is temporary as this is Pop-up city. Urbanization creates newer market, particularly when it dominated by low income class. Understanding of this market offers insights towards understanding of the BoP market.