Commercialising Kumbh: VIP culture, consumerist fad pervade sacred space

The essence of spiritual purity and enlightenment that the Kumbh Mela once symbolised faces mounting questions amid modern challenges, from commercialisation to safety concerns as VIP culture and corporate packages take centre stage.

Published Feb 04, 2025 | 12:00 PMUpdated Feb 13, 2025 | 9:43 AM

Maha Kumbh Mela 2025: A path to spiritual awakening and purification amid modern challenges

Synopsis: The Maha Kumbh Mela, Hinduism’s grandest spiritual gathering at Prayagraj’s Triveni Sangam, faces unprecedented challenges in the modern era. While millions seek divine purification in its sacred waters, the ancient pilgrimage grapples with commercialisation, VIP culture, and safety concerns. Recent stampedes, inadequate facilities, and growing corporate presence raise questions about whether this sacred tradition can maintain its spiritual essence amid contemporary pressures.

The Maha Kumbh Mela, currently underway in Prayagraj, Uttar Pradesh, is among the most significant spiritual events of the decade. Drawing millions of pilgrims from across India and around the world, this grand gathering represents a powerful path to spiritual awakening and purification, according to Hindu religious tradition.

It brings together people from all walks of life to take a ceremonial dip at the Triveni Sangama, confluence of three sacred rivers – the Ganga, Yamuna, and the ancient mythical Sarasvati – which believers say washes away sins and brings peace to the soul.

However, in the modern era, as the world rapidly changes and global connectivity transforms societal norms, the Kumbh Mela finds itself at a crossroads.

The essence of spiritual purity and enlightenment it once symbolised is increasingly drawing questions in the face of growing challenges – ranging from VIP culture and commercialisation to lack of safety – overcrowding and stampedes, as evidenced in the ongoing event.

Is the Maha Kumbh Mela still the sacred event it once was, or has it become something else entirely?

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A sacred tradition 

The Maha Kumbh Mela is a rare and sacred Hindu pilgrimage that occurs once every 144 years, marking the culmination of twelve regular Kumbh Melas, held every 12 years.

It dates back thousands of years, and is steeped in Hindu mythology and ritualistic practices. Devotees believe it originated during the churning of the ocean of milk (Samudra Manthan), a cosmic event in Hindu lore, in which the gods and demons worked together to obtain the nectar of immortality.

Devotees take a holy dip

Devotees take a holy dip

According to the myth, drops of this nectar fell at four locations – Prayagraj, Haridwar, Ujjain, and Nashik.

The festival centres on taking a holy dip at the Triveni Sangam, which devotees consider a place where divine energy flows most strongly.

“The purification ritual at the Maha Kumbh Mela is more than just a bath in sacred waters; it is a deep cleansing of the soul, a moment to wash away not only sins, but the burdens of a lifetime, and emerge reborn in spirit,” said a devotee.

In a world full of worldly distractions and turmoil, the Kumbh Mela offers devotees an opportunity to reconnect with their inner selves, find solace, and seek divine guidance.

Another devotee who was about to take a dip in the water remarked, “In the sacred waters of the Triveni Sangam, we don’t just cleanse our bodies; we purify our hearts, leaving behind the chaos of the world to reconnect with the divine peace within. It is true that the water is quite dirty, but we have not come all the way here for nothing.”

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A gathering for collective awakening 

Historically, the Mela was more than just a religious observance; it created a spiritual community that brought together people from all walks of life. The sight of millions of individuals, all united by a singular purpose – spiritual purification – created a collective consciousness that transformed participants.

In a time before modern distractions like social media and consumerism, the Kumbh Mela offered a deeply immersive experience, where pilgrims could take a break from their mundane lives and focus entirely on spiritual practices like prayers, chanting, yoga, and meditation.

Aghoras

Aghoras

Moreover, the Kumbh Mela served as an egalitarian space – one where rich and poor, learned and unlearned, could meet on equal footing. There were no barriers to participation: people came not to show off their wealth or status, but to seek self-purification.

The presence of great sages, ascetics, and gurus provided a deeper layer of spiritual instruction for those seeking enlightenment.

At the Maha Kumbh Mela, Sadhus and Aghoras maintain the spiritual essence of the event. Sadhus, ascetic holy men, embody deep spiritual discipline and renunciation, offering wisdom and guidance to devotees attending the mela. They engage in rituals, prayers, meditations, and hold satsangs, symbolising the path to liberation.

Aghoras, known for their intense, unconventional practices, seek spiritual transformation through confronting the extremes of life and death. While their methods are extreme, they aim to transcend societal norms and embody purity beyond form. Together, they provide a powerful spiritual presence, inspiring pilgrims to seek inner peace.

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The changing landscape 

As the world progresses and more people have access to the Mela, many wonder whether the spiritual core of the event has diminished. While the Kumbh Mela remains a grand spectacle of faith, several modern-day developments have sparked questions about its authenticity and integrity as a spiritual pilgrimage.

The most striking transformation in recent years shows the commercialisation of the event. What began as a gathering for religious purification and spiritual growth has evolved into a multi-million-dollar enterprise.

Corporate sponsors, tourist packages, branded merchandise, and luxury accommodations now pervade the sacred space. While some argue that this commercialisation has brought economic benefits to the region, many believe it undermines the essence of the Mela.

Advertisements at the mela

Advertisements at the mela

Large-scale advertising, branded booths, and paid-entry zones transform the spiritual pilgrimage into a consumerist experience rather than a transformative journey. The emphasis on luxury experiences over sacred rituals leads some to question: Is the Mela about faith and renewal, or has it become an elaborate tourist attraction?

Vishwak, a daily wage labourer states, “Even to come and respect our faith has become so expensive. It is ridiculous to me that so many people are trying to make money off of something that is supposed to be so holy and pure.”

An official on condition of anonymity said, “The mela has been so widely advertised, calling people from all around the world, but the necessary arrangements were not made to handle that kind of crowd. So much focus has gone into marketing it as the place to come to, if more resources were spent on making the necessary arrangements, the mela would have been a much better experience for many.”

“The whole place was cleaned. Roads were widened, the place was made to look spotless. But what’s the point of all this? When the people whom the mela is meant for, whom you went to all this trouble for, faced so many difficulties?” he asked.

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VIP culture: A new divide 

One of the more contentious issues surrounding the Maha Kumbh Mela reveals the rise of VIP culture. Previously, the Mela offered a space where all participants sought spiritual elevation equally. However, recent years have seen the festival increasingly segment into areas designated for the elite, where politicians, celebrities, and wealthy individuals receive special privileges.

These VIP sections offer enhanced facilities, exclusive access, and ways to bypass the crowds.

The Maha Kumbh Mela’s egalitarian spirit diminishes with this increasing stratification of devotees. The concept of spiritual awakening rests on equality, where a humble devotee and a prominent public figure deserve grace and redemption equally.

VIP accommodation

VIP accommodation

The VIP culture, with its segregated sections and special privileges, contradicts these spiritual values.

Additionally, the growing obsession with selfies and social media fame reduces the sacredness of the occasion. Many participants now prioritise capturing the perfect picture for Instagram over spiritual renewal.

An official, on condition of anonymity said, “The situation has become such that, a large section has been cordoned off for VIPs to take a dip in the holy water. The regular public faces immense effects whenever VIP movement occurs. People walk 30-35km to bathe in the water, while VIP cars drop them right at the banks of the river. There exists even a designated area for the VIPs to dip in.”

“The other day I was walking along the bridge, and there was a lady crying. She told me that some VIP’s arrival meant police blocked an entire section and her child wandered away, leaving her unable to reach him. I took my ID card out and gained entry to the cordoned off section to look for her child. The police blocked everyone else from entering the area. But I found the child and brought him to his mother. This exemplifies just one of many cases where VIP movement has caused trouble for regular people,” he added.

He spoke about the plight of pilgrims who couldn’t find accommodation. “The divide between VIP and common people shows clearly in the available lodging. Tents with beds, heaters, bathrooms and other facilities await VIPs. The common folk settle wherever possible, using boards and foil paper to shield themselves from the cold.”

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Safety & spirituality in the age of modernity

Attendees at the ongoing Mela report insufficient infrastructure to support the overwhelming number of pilgrims. In particular, medical tents, essential for handling emergencies and illnesses, fail to meet demand, leaving many pilgrims without immediate healthcare access.

Along with these issues, the scarcity of food and clean drinking water compounds the suffering. Consequently, long queues and limited availability at food stalls and water points create widespread frustration.

Moreover, a critical shortage of shelter affects a large portion of the crowd, particularly as night temperatures drop significantly. Because of this, many pilgrims, finding no proper accommodation, sleep outdoors under the open sky, exposed to cold weather. Meanwhile, the overcrowding at the main bathing ghats intensifies the issue, with devotees struggling to find space to rest.

“The management of the crowds during the busy bathing days remains a persistent problem. As a result, poor demarcation of pathways and inadequate crowd control leads to congestion, especially during peak times,” said an attendee.

Devotees take shelter under a hoarding

Devotees take shelter under a hoarding

Recently, a stampede where 30 devotees lost their lives raises serious questions about crowd management. According to some reports, there was more than one stampede, with death toll significantly higher. Speaking anonymously, a government employee said that poor planning and insufficient security measures caused the incident.

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He explained that many devotees walked 30-35 kilometres to reach the riverbanks at precise “muhurats” (auspicious bathing times). Subsequently, exhausted from their journey, thousands of pilgrims rested close to the river, unaware of risks in such a large, unorganised gathering.

Despite media claims about security forces, the employee noted the absence of police when the stampede occurred. Furthermore, he highlighted how VIP movement during the festival disrupted regular pilgrim activities.

When officials closed key roads for VIP convoys, it caused immense traffic jams and delays for ordinary people, thus complicating crowd control efforts. As he stated, “The whole thing was mismanaged from the start,” and consequently, in his view, the stampede has damaged the Mela’s reputation.

Additionally, health and disease control present significant concerns at the Maha Kumbh Mela. Since millions of pilgrims arrive globally, proper health infrastructure proves crucial.

However, reports show inadequate medical facilities. While the extreme cold at night leaves many pilgrims vulnerable to illness, insufficient medical vans or tents fail to address rising cases.

At the same time, water quality deteriorates as the volume of people using the sacred river for bathing continues to increase pollution. Therefore, concerns about dirty water spreading infections grow, particularly worrying as large crowds make social distancing or hygiene measures impractical.

In addition, the lack of proper shelter worsens conditions for ill pilgrims. Without access to warmth or medical care, many struggle to recover, leading to increased health-related incidents throughout the event.

Modernity demands a reimagining of spiritual awakening’s meaning. While in today’s world of constant distraction, a pilgrim’s experience at the Kumbh differs from their ancestors’, yet many discover profound spiritual meaning amid the chaos. Through the internet, the Kumbh Mela now reaches global audiences, spreading its message of devotion and collective spiritual consciousness beyond India’s boundaries.

(Edited by Dese Gowda)

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