This year’s Kumbh was termed Maha Kumbh because it occurred under a rare planetary alignment that happens once every 144 years. Due to this, a record number of devotees were expected to attend.

With this in mind, Amar Ujala decided to go beyond just providing news, photos, and videos and instead offer something that would connect directly with the people, fulfill their utility-based needs, and cater to their general curiosity.

Navigating this vast event was overwhelming for visitors seeking guidance on routes, ghats, helpline numbers, and accommodations. Recognising this challenge, Amar Ujala developed Saarthi, an AI-powered chatbot designed to assist pilgrims and enhance their experience at the Kumbh.

We feel honoured that through our digital medium, we could serve those who were planning to attend the world’s largest cultural and religious gathering.

The vision behind Saarthi

Amar Ujala’s goal was simple yet impactful: to create a digital companion that could offer real-time, accurate information to visitors at the Maha Kumbh Mela.

The event’s complexity demanded a multilingual, responsive, and scalable solution. Saarthi was developed with this vision, offering guidance in English, Hindi, and Hinglish to ensure accessibility for a diverse audience.

Building an intelligent guide

To ensure Saarthi could provide precise and reliable information, we implemented a retrieval-augmented generation (RAG) architecture.

Information about Maha Kumbh’s routes, ghats, helpline numbers, bus schedules, train timings, and accommodations was continuously updated to keep the chatbot’s knowledge base current. For added reliability, every Saarthi response included a reference link to maintain authenticity.

Unanswered queries were systematically logged and assigned to the content team for immediate review. This proactive process ensured Saarthi improved over time, learning from real interactions and closing knowledge gaps efficiently.

A seamless user experience

Saarthi wasn’t just an information provider; it was a trusted guide for devotees. Visitors could ask about major Snan (Shahi Snan) dates, the Vedic significance of rituals, or practical travel details.

Saarthi’s agents were deployed across multiple machines to manage the anticipated high traffic during the Kumbh. This distributed setup ensured seamless performance, even during peak usage periods.

Impact and learnings

Saarthi’s impact extended beyond just answering questions — it became a digital companion for visitors, fostering a sense of trust and guidance throughout their spiritual journey.

Saarthi’s success demonstrates how AI can transform information delivery, enhancing user experience during large-scale public events by merging technology with thoughtful content management.

As Amar Ujala continues to innovate, Saarthi stands as a testament to our commitment to empowering communities through technology.

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