MUMBAI: If you are Amazon, you have to do something different, something amazing, something out of the box, right? Which is what Amazon India has done.

In a heartfelt endeavor to enhance the experience of attendees at the 2025 Mahakumbh Mela, Amazon India is stepping beyond conventional boundaries with its innovative "dibbon se badhkar" (More than just boxes) initiative.

Amazon India director growth &  marketing (CMO) Pragya Sharma  emphasised that true innovation lies not just in creating new products, but in transforming lives by seizing meaningful opportunities.

In collaboration with the Mahakumbh Mela authorities, the ecommerce giant  has repurposed its iconic cardboard boxes into portable beds. These thoughtfully-designed beds  are providing a much-needed oasis of comfort for tired attendees at vital locations including the lost and found center, the  Kumbh hospital, and for the Kumbh police. The beds serve as a sanctuary, offering respite to those navigating long festival days and nights.

“Our initiative goes beyond conventional thinking; we’re transforming the very boxes we use into a solution that brings comfort and convenience,” said Sharma. “This is a testament to our collective commitment to serving communities with care and thoughtfulness.”

This innovative idea aligns seamlessly with Amazon’s mission to enrich daily lives. As hundreds of millions gather in Prayagraj for this monumental event, the "dibbon se badhkar" initiative stands as a small yet significant step towards delivering much-needed care and comfort.