Holy water and ritual: How startups are cashing in on the virtual cauldron craze

Sri Mandir is one of several startups changing the way people participate in this grand spiritual event. By offering innovative products and services like bottled Ganga water, live streaming of athis and personalized pujas, these companies are turning virtual devotions into a booming business.

Their offering is tailor-made to cater to the needs of absentee devotees, bridging the gap between virtual and physical participation in the largest spiritual gathering of Hindus, which begins on January 13.

“My mother used to ask people who came to Kumbh to fetch Ganga jal (water) for us and sprinkle it on water in a bucket at home. It’s okay, we didn’t get to visit, but we can visit here, she would say. This That’s where the idea came from,” said Prashant Sachan, founder and CEO of Sri Mandir.

While the company offers personalized puja services at Triveni Sangam and Maha Daan services, etc., its star product is Triveni Sangam Jal (holy water), priced at $251 per 100 ml bottle.

Sachan said the move has generated huge demand, with 25,000 bottles ordered in the past 10 days. Interestingly, according to the founders, 45% of demand comes from people under the age of 35.

Another startup Astroyogi also offers Triveni Sangam Jal and Prasad (offering), directly from Maha Kumbh. The company sells about 500 bottles a day nationwide.

The platform provides live streaming of major events including Maha Kumbh aartiand facilitate virtual puja services.

Aditya Kapoor, co-founder and chief operating officer of Astroyogi, said more than 50% of aarti viewers are Generation Z.

Spiritual tech startup Utsav has also seen a surge in demand for its bottled Ganges water. “Of the 6,000 people who have used our service so far, 99 per cent have added at least one bottle of Ganga jal to their shopping carts,” said Sourajit Basu, founder and CEO of the India Quotient-backed company.

“Many people want to provide pietrutapan (Honoring water to deceased ancestors in their memory). We pass our scholar (Priest) at the Kumbh Mela. Others want to perform Ganga Abhishek (Ritual of Lord Shiva) Providing small items to their family e.g. jazz (Lights)…we are getting there as well,” Basu added.

Also read: Inside the massive $30 billion Maha Kumbh economy

behind the scenes

Managing operations for such a large audience required four months of preparation, Sachan said. “Backed by the continuous efforts of our local team, we have developed a robust system to procure Sangam water directly from Prayagraj while ensuring that it reaches the hands of devotees in the purest form,” he said. A team of more than 10 employees A dedicated team of ground personnel stationed at Prayagraj oversees these operations.

“We tie up with a vendor who takes a boat to the middle of the river to get water from the confluence of Ganga and Yamuna. We have our team on site to monitor the quality checking process,” Sashan explains the procurement process said.

Sri Mandir recorded a video procuring water and bottles. Interestingly, there is no official agency verifying the authenticity of these products.

Utsav’s Basu said his company has deployed five full-time priests and 15 part-time assistants to manage the packaging and transportation of holy water during the event.

Astroyogi’s Kapoor said: “Our on-site team in Prayagraj is working closely with the remote team to ensure a seamless user experience, managing everything from live streaming to product and puja services.”

Also read: Kumbh Mela a godsend for tourism, spiritual tourism booming

more than just an event

Sahil Chopra, Vice President of Growth and Marketing at Inflection Point Ventures, said these innovative efforts by startups not only address the logistical and spiritual challenges faced by believers, but also enhance the brand awareness of the platform, create market differentiation and solidify the startup’s position in the competition. Fierce industry.

“Startups can benefit significantly from this economic activity by increasing user acquisition, transaction volume and strategic collaborations. Fintech platforms, logistics companies and service-oriented companies that provide digital payments, essential goods delivery and religious services are all expected to benefit from this Benefit from the surge.”

The scale of the event not only guarantees significant short-term revenue growth, but also lays the foundation for long-term customer engagement and market expansion.

Platforms like Sri Mandir have extended their reach to Tier II and III cities, where Kumbh has deep cultural and spiritual significance.

Also read: Prayagraj Maha Kumbh 2025: The ultimate fusion of devotion and branding

Sachan expects app downloads to increase by 40-50% during this period, with as many as 500,000 new users joining the platform. “While the demand may be fragmented, we are likely to continue this situation even after the Kumbh Mela,” he said.

For Astroyogi’s Kapoor, the Kumbh Mela is more than just an event, it’s a movement that connects different audiences and strengthens the brand’s reach.

According to a report by IMARC Group, the Indian religious and spiritual market size will reach US$59.7 billion in 2023, with a compound annual growth rate of 8.82% expected during 2024-2032.

Also read: Maha Kumbh Mela is a golden opportunity for digital scammers