The Maha Kumbh Mela, or Hindu pitcher festival, begins Monday in the northern Indian city of Prayagraj. Officials expect at least 400 million attendees over the next 45 days.

As the mega fair drives the gathering of devotees at Prayagraj, travel companies are ramping up their efforts to capitalize on the surge.

Millions of devotees have gathered in the northern Indian city of Prayagraj, Uttar Pradesh, as the Mahakumbh Mela, the world’s largest religious festival, officially begins. The six-week-long festival draws Hindus from across India and the globe to Sangam,