Reinventing the Wheel at Kumbh Mela
India’s Kumbh Mela is one of the most popular tourist attractions, given that it hosts the largest congregation of pilgrims. About 15 crore people are expected to visit the event, with the sole purpose of washing off their sins and elevating their consciousness.
‘Kalpavas’ is a unique concept at the Mela. The Kalpavasis are people who spend about 30 days in the Kumbh Mela, living an austere and minimalistic life. The idea is to get away from the everyday mundane existence and observe and absorb the true meaning of life. During Kalpavas, about 20 lakh people live as Kalpavasis in the tented city. However, doing daily chores such as washing clothes is a challenge for them. Limited facilities for washing, extreme cold weather, and concern of dirty water polluting the holy rivers are the issues usually faced.
Keeping this in mind, Wheel, one of India’s leading detergent brands, stepped up to ideate and innovate! Wheel believes in ‘Pehno Fresh & Socho Fresh’ and they carried this thought to the Kumbh Mela of 2019. People can only think fresh by wearing fresh clothes and hence be successful in their Kalpavas journey.
This year, the Kumbh Mela saw a unique and interesting idea called the ‘Wheel Wash-o-Cycle.’ Simply speaking, it’s a drum attached to a stationary bicycle. When a person pedals, the drum rotates, serving as a washing machine for soiled clothes. Visitors have to fill the drum with the water provided, add Wheel detergent and their clothes and start pedalling. After 10-12 minutes of pedalling, the person can get clean, fresh clothes. Wheel Wash-o-Cycle needs no electricity, saves water and can be used by anyone and everyone. As a socially conscious brand, Wheel also ensured the supply of clean water, detergent for washing clothes and a drainage system to avoid pollution from the dirty water.
Two of these innovative Wheel Washing Centres are set up at the Kalpavasi tent city. This means devotees have over twenty Wheel Wash-o-Cycles to wash their clothes effectively and easily.
The brand Wheel will also be training devotees on how to make this Wash-o-Cycle at their villages/homes so that they benefit from the idea even beyond the Kumbh.