Controversial ‘Digital Snan’ Service at Mahakumbh Sparks Debate Online
2 min read
Prayagraj, India – The Mahakumbh Mela 2025, the world’s largest religious congregation, has drawn an estimated 550 million devotees to the sacred confluence of the Ganga, Yamuna, and the mythical Saraswati. However, a new service offering a ‘digital snan’ (holy dip) for those unable to attend in person has sparked a heated debate online.
A Prayagraj-based entrepreneur has introduced a unique ritual wherein he collects photographs of individuals sent via WhatsApp and immerses them in the Triveni Sangam on their behalf. The symbolic act, which claims to provide spiritual merit to the absent devotees, is being offered at a charge of ₹1,100 per person. A video of the man advertising his service has since gone viral on social media, triggering a wave of reactions.
Public Reactions: Faith or Commercialization?
The video has drawn mixed reactions from the online community. While some consider it a convenient alternative for those unable to make the pilgrimage, many others have criticized it as a commercialization of faith.
One social media user condemned the practice, commenting, “You are making a mockery of Sanatan Dharma, do you have any shame?” Another sarcastically remarked, “China has DeepSeek, and now we have DeepSnaan.” A third user referenced a famous saying, likening it to a business opportunity disguised as faith: “Ram Naam Ki Loot Hai, Loot Sake To Loot. Anth Kaal Pachhtayega Jab Praan Jayenge Chhoot.”
Entrepreneur and industrialist Harsh Goenka also weighed in on the debate, sharing a pamphlet about the service with the caption, “Salvation now available on WhatsApp,” further fueling discussions on the authenticity and ethics of the practice.
The Mahakumbh 2025: A Historic Gathering
The Mahakumbh Mela 2025 officially commenced on January 13, coinciding with Paush Purnima, and will conclude on February 26. The event has seen an unprecedented turnout, with government estimates already exceeding expectations. Authorities initially predicted between 400 to 450 million attendees, but the latest figures suggest that over 529.6 million devotees have participated so far.
Despite a tragic stampede on Mauni Amavasya, the influx of pilgrims has not slowed down. On Sunday alone, by 6 PM, an estimated 13.6 million people had taken the sacred dip in the Sangam.
Religious Ritual or Opportunistic Business Model?
The ‘digital snan’ controversy raises important questions about the evolving nature of faith-based practices in the digital age. While traditionalists argue that physical presence is essential for spiritual purification, others believe that such adaptations make religious rituals more inclusive.
As the Mahakumbh Mela continues, this debate over faith, technology, and commercialization is likely to persist, reflecting the broader challenges faced by religious institutions in the modern era. Whether the ‘digital snan’ gains acceptance or is dismissed as a gimmick remains to be seen, but it has undeniably ignited conversations on the intersection of faith and innovation in contemporary society.
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Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the official policy or position of India Prime Times
