The Maha Kumbh Mela is underway, drawing millions of devotees from across the globe to this unparalleled spiritual celebration. Amidst the vibrant traditions and seamless organisation, Amazon has unveiled a unique initiative as part of its Dibbon Se Badhkar campaign: turning its iconic delivery boxes into functional and comfortable box-beds for attendees.

This collaboration with the Maha Kumbh authorities demonstrates how simple ideas can align with a grand vision, adding thoughtful touches to enhance the experience for devotees, volunteers, and personnel alike.

Beyond packaging: A creative leap

An Amazon box usually brings the excitement of receiving something special at home. Now, at Maha Kumbh, it’s delivering comfort in a new way. Amazon’s upcycled box-beds, crafted from durable delivery packaging, offer a practical resting solution for devotees. 

A total of 1,000 special beds were created by collecting used Amazon delivery boxes, which were sanitised and expertly transformed into sturdy beds. At the Kumbh Mela grounds, the designated area for these beds attracted significant attention, with devotees gathering to see and experience this unique innovation firsthand.

Whether used in Lost & Found Centres, volunteer stations, or as extra seating in resting areas, these box-beds exemplify ingenuity. They’re sturdy, lightweight, and easy to deploy—an excellent addition to the well-organised facilities at the event.

Innovation with a purpose

The Maha Kumbh is a once-in-a-lifetime experience for many, and its scale calls for creative solutions to ensure everyone feels cared for. Amazon’s box-beds bring an extra layer of comfort to devotees and personnel who may need a moment to rest.

View this post on Instagram

A post shared by Amazon India (@amazondotin)

“At Amazon.in, delivering convenience with ease and the warmth of love is a huge part of what we do every day. The Maha Kumbh offered a one-of-a-kind opportunity for us to connect with thousands who may be our customers and to introduce Amazon to those who may not have ever used our services. But most importantly, we wanted to #DeliverTheLove in a way that makes a tangible difference in the lives of people attending the festival. And what better way to do that than using our most recognisable asset – the Amazon box,” said Pragya Sharma, CMO, Amazon India.

A thoughtful collaboration

The success of the Maha Kumbh Mela 2025 owes much to the meticulous planning and effort of the authorities. By working closely with them, Amazon ensures that its box-beds complement the existing infrastructure without overshadowing it. The initiative focuses on enhancing comfort by offering a comfortable alternative to sleeping on the ground, reinforcing Amazon’s role as a supportive partner in elevating the experience for devotees.

“With the overwhelming number of visitors here, finding or being able to offer a proper sleeping area for everyone becomes difficult. For some it is often reduced to sleeping on sheets placed on the ground. And at night, temperatures drop quite low. Thanks to Amazon’s efforts a sizable number of pilgrims have had a better experience at Maha Kumbh, this year,” said the secretary of the Maha Kumbh organising committee.

The box-beds are stationed in various locations, including Lost & Found Centres and temporary rest zones, providing quick and practical support wherever needed. This partnership highlights how organisations can contribute creatively to events of such scale and significance.

‘Dibbon Se Badhkar’: A message of possibilities

The heart of this initiative lies in Amazon’s core philosophy: delivering convenience in unexpected ways. By reimagining its iconic packaging, Amazon brings innovation to a cherished cultural event.

The tagline "Dibbon Se Badhkar" is a testament to the possibilities that emerge when brands think creatively. They reinforce the idea that simple solutions, executed thoughtfully, can create meaningful experiences for people.

A celebration of spirit and innovation

The Maha Kumbh Mela is not only a celebration of faith but also a showcase of how tradition and innovation can harmoniously coexist. Amazon’s initiative with box-beds adds a thoughtful touch to an already exemplary event, proving that even the smallest gestures can make a significant impact.

As devotees continue to gather and participate in this grand celebration, Amazon’s contribution reminds us that innovation, when paired with purpose, can amplify the joy of shared experiences.