Hamam provides 'waterproof sarees' for women at Kumbh 2019

To help preserve the modesty of women pilgrims bathing at the ghats, brand Hamam distributed 'waterproof sarees' at the Kumbh Mela.

For Kumbh 2019, the soap brand sponsored changing rooms for women at the ghats, but soon realised it wasn’t enough.

Wondering why this initiative was taken?

This was because the crowd have been taking demeaning pictures of female devotees post their holy dip, when the clothes cling to their bodies. #Shameful

Note: The 'waterproof sarees' were distributed for the first time on the auspicious occasion of Basant Panchami. The sarees are yellow in colour with a green border, and have a layer of waterproofing texture that makes the fabric aquaphobic.