Mach Conferences Nabs ₹92 Crore Punjab Deal to Manage Mass Pilgrimage

NEW DELHI – December 31, 2025 – In a landmark move that underscores a growing trend of public-private partnerships in large-scale social initiatives, Mach Conferences and Events Ltd. has secured a prestigious government contract valued at approximately ₹92 crore. The order, awarded by the Government of Punjab, tasks the seasoned event management firm with the end-to-end execution of the state's ambitious 'Chief Minister's Tirth Yatra' initiative.

Over a six-month period, the company (BSE: 544248) will orchestrate a complex logistical operation to facilitate a sacred journey for an estimated 185,000 pilgrims, or Yatris. The scope involves managing a 2-night, 3-day pilgrimage from Mohali and its surrounding areas to the revered Golden Temple in Amritsar. This mandate goes far beyond simple travel booking, encompassing comprehensive management of transportation, accommodation, and food and beverage services to ensure a seamless and dignified experience for every participant. The contract's revenue will be recognized across the 2026 and 2027 financial years, providing a significant and steady income stream for the company.

A Strategic Pivot into Public Service

This monumental contract is not just a financial victory for Mach Conferences; it represents a powerful validation of its recent strategic diversification. The company, a veteran with over two decades of experience in the corporate Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, only entered the government segment four months ago. The Punjab Tirth Yatra project is its third and largest government contract to date, signaling a remarkably rapid and successful pivot.

This achievement highlights the company's ability to adapt its deep expertise in managing complex, large-scale corporate events for the unique demands of public sector projects. While corporate events require precision and a focus on brand experience, government initiatives like the Tirth Yatra demand an additional layer of public accountability, compliance rigor, and sensitivity to social and cultural contexts.

In a statement accompanying the announcement, Mr. Amit Bhatia, Chairman & Managing Director of Mach Conferences & Events Ltd., commented on this strategic direction. "This order from the Government of Punjab is a strong validation of Mach's execution capabilities, operational discipline, and ability to deliver large-scale, high-impact programmes with consistency and accountability," he said. "While we entered the government segment only around four months ago, we have consciously built the required systems, compliance framework, and on-ground capabilities to service this segment effectively. Securing multiple government contracts of varying size and complexity in such a short timeframe reinforces our confidence in the scalability and sustainability of this vertical."

Managing a Modern Mass Pilgrimage

The Chief Minister's Tirth Yatra initiative is a flagship welfare scheme of the Punjab Government, designed to provide citizens with free access to significant religious and cultural sites. Launched with an initial budget of ₹100 crore, the program covers pilgrimages to numerous destinations, including Sri Anandpur Sahib, Mata Naina Devi, and Sri Hazur Sahib in Nanded. The scheme provides pilgrims with air-conditioned travel, hotel stays, meals, and even personal travel kits.

By entrusting the logistics for a major component of this scheme—the journey of 185,000 people to Amritsar—to a professional MICE firm, the Punjab Government is embracing a new model for public service delivery. Traditionally, such large-scale movements would be handled by various government departments, often stretching their resources and core competencies. This partnership leverages private sector efficiency, logistical expertise, and established vendor networks to manage an operation of immense complexity. Coordinating travel, lodging, and meals for tens of thousands of people each month requires the kind of sophisticated project management that is the hallmark of the MICE industry.

This collaboration aims to elevate the pilgrimage experience, ensuring it is not only accessible but also comfortable and dignified for the Yatris. For a journey of deep spiritual significance, smooth logistics can remove worldly burdens and allow pilgrims to focus on the purpose of their travel. The success of this model could set a precedent for other states looking to implement similar large-scale welfare programs, from religious tourism to mass skill-development camps.

The Business of Belief: Industry and Financial Impact

For Mach Conferences and Events, a company that only recently listed on the Bombay Stock Exchange in September 2024, this ₹92 crore contract is a transformative event. It provides a substantial revenue boost and enhances the company's profile, positioning it as a formidable player in the emerging market for government event management. The deal demonstrates to investors the company's ability to secure large, long-term contracts that offer stable revenue streams, a valuable attribute for a newly public entity.

Mr. Bhatia further elaborated on the long-term vision, stating, "Going forward, we believe the government segment will evolve into a steady and meaningful contributor to our revenues, while also supporting profitability through improved utilisation, operating leverage, and long-term institutional relationships."

This move also serves as a potential blueprint for the broader MICE industry in India. While traditionally focused on corporate clients and international conventions, the sector can find new, robust avenues for growth in government contracts. As central and state governments increasingly launch large-scale public engagement initiatives, the need for professional management will only grow. Mach's success story illustrates that the skills honed in executing high-stakes corporate events are directly transferable and highly valuable in the public sphere, creating a new frontier for an industry seeking resilience and diversification beyond its traditional markets.