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By:

Sreejit Datta

27 September 2025 at 9:11:51 pm

Beyond the Babas: Unpacking India’s New-Age Spiritual Market

The rise of new-age spiritual entrepreneurs is the direct result of a society seeking human guidance in an era without spiritual giants. Over the past few weeks, India has been witnessing back-to-back controversies connected with “Babajis” and “Matajis” – men and women claiming special spiritual credentials and, sometimes, healing powers too. In a relatively short span of time, these characters gained large followings, with political patronage across party lines arriving close behind, largely...

Beyond the Babas: Unpacking India’s New-Age Spiritual Market

The rise of new-age spiritual entrepreneurs is the direct result of a society seeking human guidance in an era without spiritual giants. Over the past few weeks, India has been witnessing back-to-back controversies connected with “Babajis” and “Matajis” – men and women claiming special spiritual credentials and, sometimes, healing powers too. In a relatively short span of time, these characters gained large followings, with political patronage across party lines arriving close behind, largely thanks to high-skilled use of social media platforms and celebrity-driven PR exercises. Now several of these characters criss-cross the country, often at the invitation of elected officials, and offer Katha-s (colloquial interpretations of scriptures) or Pravachan-s (sermons and spiritual counsel), frequently laced with pontifications on everything under the sun, from food habits to choice of partners. For brevity and easy reference, let us call them New-Age Spiritual Entrepreneurs (NASE). At the moment, social media platforms are inundated with reels and posts that either decry or expose these fly-by-night “holy” individuals and their “spiritual” enterprises, the NASE-s. Many well-intentioned users, and some bad-faith (pun intended) ones, bemoan the mushrooming of these upstarts across the length and breadth of the country. Some decriers suggest a close link between the rise of this phenomenon and the current political dispensation that claims Hindutva as its ideological source code. In a developing country like ours, where religion has been a defining factor in shaping societal and historical experiences, establishing a correlation between politics and religion comes easily and naturally to commentators. But correlation implies not causation – at least not necessarily, not all the time. To understand the sociological causes behind the mushrooming of NASE-s, one needs to look deeper than this superficial linking of religion with politics. As a rule, political praxis follows and responds to the exigencies of time. Therefore, the apparent link between politics and the proliferation of NASE-s is more of a symptom rather than the malaise ailing our society. Capturing a celebrity cricketer or film star with one or more NASE-s on camera, or digging out old photographs of them appearing together, and then conjecturing/complaining about the PR exercises they may or may not have been part of – all these ‘gotcha’ elements can fetch social media traction, or create newsroom sensation at best, but these cannot accurately characterise or explain the social problem at the root. In fact, the mushrooming of NASEs across the country over the last couple of decades is not explained entirely by the rise of social media, any specific political dispensation, or the generous flow of cash into the sector. This is because NASE, as an overall phenomenon, predates both the social media revolution and the alleged Hindutva upsurge in the country, and in several cases, an NASE has humble origins. Market Imbalance So what is it that caused NASE to grow at an almost exponential rate in recent years? I suggest that it is much more than a chance concurrence of the three factors mentioned above – namely, social media revolution, conducive political environment, and cash flow – and much less about some particular celebrity attending some particular Babaji’s durbar to give the latter a PR boost. Instead, it is about the average aspirational Indian, slowly but surely coming out of poverty, seeking spiritual food – something only a human guide, a ‘guru ’, can offer – without negating materiality as “impure” or a hindrance on the path to attain a spiritually fulfilling life. It is about such seeking, the resulting desperation of not finding anyone better. In other words, it is a supply-side problem in the country’s ‘social marketplace’, where we have disproportionately more aspirational citizens than we have spiritual leaders who can effectively guide them. And since Hindus are still the majority religious-identity group in this country, it should be recognised and acknowledged largely as a failure of Hindu spiritual leadership. Who exactly are these “aspirational citizens”? We should not delude ourselves into thinking that only the country’s burgeoning middle class comprises the group seeking a specific kind of spiritual succour. The lower middle class, and even lower-income groups further down the economic ladder, are also showing a spiritual hankering. Of course, one can identify the more well-to-do sections of this demand-side demographic as largely defining the specific type of spiritual demand here, and the other classes following suit. The percolation of this demand down the various levels of social strata is duly facilitated by both mainstream and social media platforms, now more easily accessible to all classes than ever due to affordable, near-universal mobile internet connectivity. What, now, is the nature of the spiritual demand that these groups have? We must recognise that their demand is not a trade-off between religious piety and material prosperity. Such a trade-off may have existed in colonial times and in the four or five decades following India’s political independence, but its character has changed in the recent decades. The middle class and several lower-income groups, galvanised by their new aspiration to attain spiritual guidance without dispensing with material pursuits, end up looking for an accessible ‘guru’ who speaks to them more directly and colloquially, without middlemen, appealing to established ethical and aesthetic standards in their specific cultural contexts. The inevitable result of such overwhelming demands in the social marketplace is the emergence of NASE-s. Empty Throne So far so good. The problem arises when the NASE comes with considerable business acumen but little first-hand spiritual insight. Human yearning for “food for the spirit” is such that no idea or image of God alone can satisfy it – it needs the human presence. Godly ideals can spread among the multitudes only when they are embodied in the human form, lived in the flesh and blood, and demonstrated through the trials and tribulations of human life. This holds regardless of religious or cultural location, but it is especially true for Indian civilisation, which has contributed to the world of religious ideas and ideals the unique concept of recurrent Avatarhood of God for the express purpose of humanity’s emancipation. India has a special hankering for God in the human form – be it in the mode of the Avatar (such as Rama or Krishna) or in the mode of the guru (such as Adi Shankaracharya or Swami Vivekananda). It should also be noted that India has not been blessed with any remarkable spiritual figure of the stature of Sri Ramakrishna or Ramana Maharshi since their passing. There have been gurus who have mobilised specific sections of Indian society, even visionaries who have offered new spiritual interpretations of Hinduism’s age-old traditions, but hardly has there been the all-encompassing spiritual genius with the capacity to cater to one and all – not since the two giants mentioned above, who have been described as ‘Avatars’ by many a discerning soul. And it’s been some time since that. Naturally, present-day India has grown a deep hunger, an unquenchable thirst in her spirit. NASE-s have merely tried to fill in that gaping void. But this is one field where derivative skills yield no real results. In fact, they often do more harm than good. It seems that India has to wait longer. There may yet come a time when the spiritual genius of India rises again and embraces everyone as per their need and capacity – spiritual as well as material, or better still, spiritual through the material – without evincing pride or prejudice. (The writer is a Kolkata-based educator, writer, researcher and musician. Views personal.)

Bharat’s Jetson Cities, Light-years Away from Nature

Jan 18, 2025
5 min read

Updated: Jan 20, 2025

Jetson Cities

One thing is for certain: our Bharatiya cities, the big metros and towns, are fast becoming like the ‘Jetson’ cities. For those who are unaware of Jetson cities, these were first shown in the famous Hanna-Barbera cartoon series, the Jetsons, set in the 2100s, where cities are air-tight glass globules tethered to the ground, and the only way to get in and out are the flying cars. Yes, we, the city-dwellers, aspire to tall skyscrapers, spectacular bridges, world-class tunnels, swooshing metro trains, and we are building Jetson-like flying cars. A few HD drone images here and there, during the day and at night and around twilight, and we are content that our cities have become the cynosure of our own eyes. We want our cities to be brightly lit, with neon signs, laser shows, and large billboard videos. We would then fulfil our inner desire to have a city on par with Tokyo, New York, and Shanghai.


Our buildings, designed for the next 30 years, are well air-conditioned, shielding occupants from a soupy dust bowl of brown smog, soot, particulate matter, and fine dust. It is said that most new home buyers invest at least 10% of their property’s price in enhancing the interiors, soundproofing their homes, using air purifiers and conditioners, and disconnecting from the outside world for that much-needed solace. Indeed, large builders promote their projects as close to nature amidst tranquillity. However, there is always another builder eager to get one plot of land ahead of yours to enjoy that nature. To be truthful, access to nature now comes at a premium - even the skies.


Let’s assume the working-age population is occupied in the leisure of our Jetson cities, but how many of their young school and college-going kids have seen the long arm of the Milky Way galaxy from their cities? How many have witnessed a comet zooming by? How many know about endemic plants with medicinal properties? When did they last see a chirping house sparrow? How many know that the nearest sewage drain was once a freshwater stream? When did they last find their suburban beach prettier than the resort beaches of Maldives?


The intent to ask these questions is simple: Bharat is currently at a crossroads. Pundits are enthusiastic about a cultural renaissance on the horizon. Corporate leaders, on the other hand, want us to invest hundreds of hours each week to pay our dues to the growth of the national GDP. But no one asks, if a cultural renaissance is to occur, who will generate the new understandings and insights of nature that arise typically during such a period of human advancement? No one is actually asking, for whom are we building the nation if there is no time for children, or worse, if there is no time or intent to have children. In the process of growing rich, we are about to become old. By 2047, 65% of the population under the age of 35 will grow beyond 35 all at once, and we’d have an enormous population in advanced ages with a tapering young population, a graph that looks like a banyan tree. Unfortunately, that young population will have no access to the knowledge that nature has to offer, neither flora and fauna nor the seas and the skies.


Our urbane lifestyles need tempering. Such tempering can occur only if we ensure the revival of natural sciences during this period of cultural renaissance and nation-building. Let’s not rely solely on the educational system. With Indian Knowledge Systems, constructive changes are underway, and academic curricula are poised to improve for the greater good. However, true knowledge arises only when parents and grandparents introduce children to nature. Genuine understanding also develops from extracurricular activities in schools and colleges that encourage kids to observe, journal, and act on their discoveries. On the positive side, our country’s forest cover is increasing, as announced by the government. However, efforts must be made to ensure that every school or college, whether in Mumbai, Vijayawada, Gorakhpur, Ratlam, Thrissur, Bhuj, Faridabad, Imphal, Manali, Cuttack, or Ajmer, guarantees that their students are well aware of the endemic nature of their surroundings and are regularly observing and recording data on whatever interests them. Let kids observe rivers and understand the volume of water that flows through them. Let children learn about the decline of house sparrows in their cities and what steps should be taken to revive their populations. Let them study the bees in their nearby groves and recognise the vital role these bees play in nature.


Of course, you need to learn AI, robotics, fintech, the next generation of management courses, and all the engineering bells and whistles. However, we must not leave the next generation with inadequate comprehension and skills for understanding nature. We must ensure that nature conservation is not merely lip service or a tool for politicised green activists. This can be achieved if natural sciences are given the respect they deserve at the school, undergraduate, and postgraduate levels.


Indeed, I am a plebeian, and you might feel that you, too, could write a rant about the plight of our urban lives. Urban development and municipal experts have many solutions to propose, but few are willing to take action. However, that is not the issue I wish to highlight. I aim to illustrate a much larger concern—that Indian city dwellers are disoriented and devoid of nature, lacking a guiding star to lead them toward a brighter future. Our cities of Mumbai, Delhi, Bengaluru, Ahmedabad, Kolkata, and Chennai have taken on characteristics reminiscent of Jetson-like cities. We show little regard for the Nagar Devata, Gram Devata, and Van Devata, who have protected the cities, towns, and forests that once surrounded us. We wait for formal governance to clean up our beaches, rivers, and ponds without making sufficient efforts to prevent pollution in the first place.


For those striving to grasp spirituality not through the Puranas and Aadi-Granth but through new-age podcasts, I recommend watching Vinay Varanasi’s podcast on Bhagavan Vishnu’s Dashavatar. If it is clear that Bhagavan Vishnu does not tolerate disregard for Bhudevi or Mother Earth, why do we, the devotees of Bhagavan Vishnu, continue to pollute our Mother Earth—her air, soil, waters, and sounds? Or have we taken Elon Musk's words at face value, assuming our next destination is Mars after destroying Earth, only to ruin Mars later, even worse than its current clinically sterile state? If that is the case, then bear with me when I say this: these Jetson cities stand on precarious pillars of ego, victimhood, apathy, and consumerism, waiting to be toppled either by the true harbingers of order or by false prophets. Therefore, teach the next generations to observe nature, appreciate our coexistence with other species, and venerate the forces of nature. By doing so, we humans will be good, at least for the next thousand years. If not, prepare for a bleak future by the end of this century.


(The author is a Space and Emerging Technology Fellow at the Centre for Security, Strategy and Technology, Observer Research Foundation, Mumbai. Views personal.)

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