“Common grievances bring people together” is a phrase often associated with social movements, but it seems to have found new meaning in the modern world of spirituality. Today, spiritual leaders, often referred to as gurus, have amassed a large following, leveraging shared struggles to unite people. These spiritual figures draw in millions through mass events, programmes, and one-on-one counselling, influencing individuals to invest time and money into spiritual practices. This trend off-late has amplified on social media, where people seek out these gurus with personal problems, hopeful that their issues will be resolved through spiritual guidance. However, while these figures are believed to offer solace, many lack formal qualifications in counselling or psychology, raising concerns about the potential risks to mental health. Despite these concerns, spirituality has transformed into a billion-dollar industry, with a clear market of buyers and sellers engaging in the exchange of spiritual services. This commodification of spirituality highlights the growing demand for answers in an increasingly uncertain world. “I believe there is nothing sacred anymore. Spirituality, once considered deeply personal, has now become a mass phenomenon, largely due to the Internet. Digital Babas and gurus, as well as traditional spiritual leaders, are transitioning online, monetising their digital presence. Spiritual gurus market themselves like any other brand today, utilising powerful public relations (PR) tools. In the past, Babas and gurus in India used PR, and now, digital PR has become their primary strategy. They maintain both a physical and digital presence, with their digital reach often being far more extensive,” Harish Bijoor, business & brand-strategy specialist and founder, Harish Bijoor Consults Inc., told BrandWagon Online.
As of March 2023, Swami Nithyananda had an estimated net worth of nearly Rs 10,000 crore, as per market research firm Statista. Under the Nithyananda Dhyanapeetam trust, he owns temples, gurukuls, and ashrams around the world.A controversial figure, he fled India in 2019 and built a new Hindu nation called Kailaasa, although it is not officially recognised as a state. Baba Ramdev, another yoga and Ayurveda guru ranked second in that time period.
The digital baba land!
Spiritual leaders from what it is believed are trending everywhere, from Sadhguru, with millions of followers on his monetised social media platforms, to others like Aniruddhacharya, Pastor Bajinder Singh, Zakir Naik, the Brahma Kumaris, and Jaya Kishori, who all have over 10 million followers. These digital gurus dominate the online space, appearing in videos, short clips, podcasts, and events—leveraging every platform possible to maximise their visibility.
To explore the digitalisation of spirituality, it’s important to first understand what a spiritual guru is, how people find one, and the relevance of a guru in modern times. People seek a guru for guidance, wisdom, and a sense of direction on their spiritual path. A guru is often seen as a mentor who helps individuals navigate life’s deeper questions and challenges. However, an important question arises: does one truly need a guru for their spiritual journey? While some believe a guru is essential for progress, others feel that personal introspection and individual experiences are equally powerful. “If you seek a friend, do you want one who punctures your ego every day or one who nourishes it? Even in seeking a guru, you will look for the same context. A guru who comforts you is no good; solace is just the psychological comfort that your family or even your dog can offer. You don’t need a God for that,” Jaggi Vasudev aka Sadhguru, founder, Isha Foundation, said.
According to a survey conducted by Ipsos on the state of happiness in India, a majority of Indian respondents considered their religious or spiritual well-being as a source of happiness. At the same time, about 20% of the respondents did not think it was a source of their happiness or felt that it did not apply to them.
Meanwhile, Devdutt Pattanaik, an Indian mythologist, author and speaker highlighted the recurring theme of the charismatic guru and the devoted follower across various religious traditions, starting with Buddhism and extending to Vajrayana and Tantric Buddhism, Nath Yogi traditions, Islam, Shia traditions, folk Islam, and Sikhism. In each tradition, the relationship between the master (guru or ustad) and the disciple (shishya or chela) is marked by complete submission. “This dynamic endures in modern religious contexts, where contemporary gurus continue to amass devoted followers who yield to their authority,” he opined.
Experts opine that the key point to appreciate is that Babas today offer both a product and a service. Their product holds relevance for the masses seeking spiritual guidance and is often original and innovative. “Babas now focus on packaging this product and conveying it to the largest audience possible. In this sense, we are seeing a more democratic form of spirituality, as the digital space allows for far greater reach than was ever possible before. Digital platforms can access parts of the world that were once unreachable, making the era of the physical Baba a thing of the past. The rise of the digital Baba marks a new phase, and this digital presence is poised to become far bigger than traditional spiritual leaders. Welcome to the era of the digital Baba,” Bijoor opined.
Babas need resources too!
Beyond their loyal followers, everyone recognises that gurus are just human. They’ve got bills to pay, families to feed, and lifestyles to maintain. And what’s their commodity? Knowledge, wrapped in mystique. Experts opine that to keep the revenue flowing, the guru masters the art of persuasion, delivering wisdom with charisma and charm. But in the crowded spiritual marketplace, charisma alone won’t cut it—you need a signature look. So, the robes, beads, and aura of enlightenment? That’s just branding. After all, ‘spirituality’ is just a fancier name for positive psychology with a little flair. “People from lower-middle-class backgrounds or, in terms of age, middle-aged individuals, often gravitate towards spiritual gurus and communities due to increasing stress and loneliness. They find a sense of belonging and purpose by joining these cults or sessions, which offer them a feeling of community and meaning in life. As a result, many are willing to invest their time, energy, money, and resources into these organisations or foundations in search of liberation and fulfilment,” Jyoti Kharkwal, consultant psychologist, said.
Industry experts observe that the business of spirituality not only offers solace to followers but also provides employment for those working full-time in these foundations and organisations. They pointed out that spirituality has evolved into its ecosystem, complete with platforms, buyers, sellers, products, and services—all operating largely tax-free, as many foundations are funded through charitable donations. Experts note that this has become a highly successful business model, where spiritual leaders enjoy the best of both worlds: financial security, a luxurious lifestyle, and the satisfaction of serving a higher purpose. It’s a business where everyone wins, and no one complains.
Marketing in the marketplace!
There’s no doubt that a marketplace for spirituality and religion exists. “Religion and spirituality have always been complex to understand. It’s a deeply personal matter, often influenced by a guru who claims to solve your problems. Many people turn to these figures for a sense of relief, finding comfort in yoga, meditation, mindfulness, or even just philosophical speeches. While there are positive aspects—such as self-reflection and understanding—blindly trusting these gurus for life decisions can be detrimental on many levels,”Ashi Tomar, senior psychologist, Veda Rehabilitation & Wellness, said.
Spiritual centres, which once operated with minimal resources, where people simply gathered to hear life lessons from a wise elder, have undergone a sea of changes. Today, many of these places have transformed into luxurious establishments with sprawling campuses, acres of land, grand pandals, and an array of activities. The simplicity of the past has been replaced by a much more elaborate and commercialised setup. In one of his articles, Devdutt Pattanaik noted how the modern guru’s ashram has expanded to include spa services, massages, and restaurants, all under the banner of Ayurveda, yoga, and Siddha. Beyond spiritual guidance, these gurus sell a range of products like medicines, yoga mats, furniture, and organic clothing. For those seeking spiritual fulfilment, the gurudom encourages charity—often facilitated through the guru himself. Followers can also contribute by offering free services (seva), essentially providing unpaid labour to the ashram. Additionally, many gurus engage in activism, religious or otherwise, and some even build vote banks for politicians. The guru offers his followers a vision to improve the world by following him, making himself the focal point of their lives. Perhaps the guru’s greatest service is allowing people to outsource their responsibility, leaving him to make all the decisions. Isha Foundation generates revenue through several means, primarily aimed at supporting its spiritual and social outreach work. “We offer paid yoga programs, such as Inner Engineering, which help sustain its operations and social outreach projects. Other sources include donations from individuals and sponsors, which fund initiatives like Isha Vidhya and environmental campaigns such as Cauvery Calling, Save Soil & other Rural outreach activities,” a spokesperson from Isha Foundation said.
In a world of short attention spans, where brands and businesses compete for user engagement, the spiritual business is no different. It is believed that to keep people entertained and engaged, spiritual gurus and organisations are adopting creative strategies. From encouraging followers to use specific hashtags for visibility to crafting innovative marketing campaigns, they’re embracing modern advertising tactics. Word of mouth remains crucial, but they are also actively shaping narratives to resonate with their audience, ensuring they stay relevant in the fast-paced digital landscape.