New Delhi, Feb. 5 -- Bengaluru: At the Maha Kumbh Mela, India's largest spiritual congregation, several established startups are elbowing their way through the rush to convert devotees pouring in from the country's remotest corners into consumers.

owned grocery delivery platform Blinkit, which has opened a temporary store to sell select products to pilgrims, and Swiggy's Instamart, which has installed a stall at the heart of the Kumbh-near the Triveni Sangam, a confluence of three holy rivers that has seen hundreds of thousands of people gather in recent weeks.

Fintech platform PhonePe, in partnership with ICICI Lombard General Insurance, has introduced insurance coverage for travellers attending the Kumbh, and Chai Point has assigned a...