From kanwars to commerce: Sawan's pop-up economy - The Economic Times

The Sawan kanwariya pilgrimage presents an untapped business model for seasonal commerce. Highways can transform into commercial runways for pilgrim-focused enterprises. Pop-up stalls could offer premium Ganga jal and branded merchandise. Corporate sponsors might integrate logos on kanwars and offer transport services. This fusion of faith and finance could become India's newest seasonal industry.

Raccontata daeconomictimes.indiatimes.com