APN News

  • Friday, May, 2024| Today's Market | Current Time: 04:11:19
  • The $40 Billion Question: Can India Embrace a Big Brand in Its Religion and Spirituality Sphere? -By Sridhar Joshi, Co-founder of OM Bhakti

    Published on April 23, 2024

    New Delhi  : In the diverse cultural tapestry of India, spirituality and religious practices are deeply ingrained in the daily lives of millions. Central to these practices is ‘Puja Samagri’ – the assortment of items used in daily rituals and worship. This segment, a crucial part of India’s religious and spiritual landscape, has burgeoned into a market worth approximately $2 billion. Let’s explore the delicate balance between preserving traditional values and embracing commercialization in India’s Puja Samagri sector.

    The Evolution of Puja Samagri Market

    Traditionally, puja items were sourced from local artisans and vendors, who played a crucial role in preserving the sanctity and authenticity of these items. However, the industry has witnessed a seismic shift, driven by urbanization, globalization, and the advent of e-commerce. Today, the market for Puja Samagri spans a vast network of manufacturers, retailers, and online platforms, offering everything from simple diyas (lamps) to elaborately packaged ritual kits.

    Statistically, the sector has shown a consistent growth trajectory. According to market analysts, the demand for puja items spikes during regular festive seasons, accounting for a substantial portion of the annual revenue in this market.

    Innovation in Tradition- Modernization of Puja Practices

    The industry is currently experiencing a phase of innovation and modernization. Companies are leveraging technology to cater to the evolving needs of a diverse consumer base. Pre-packaged puja kits, eco-friendly options, and app-based puja services are just a few examples of how tradition is being repackaged for the modern consumer. As the market grows, so does the responsibility to ensure ethical and sustainable practices. This includes fair trade practices, supporting local artisans, and ensuring the eco-friendliness of products. The future of the Puja Samagri market hinges on its ability to align economic interests with ethical and sustainable practices.

    E-Commerce and the Accessibility of Puja Samagri

    The advent of e-commerce has revolutionized the Puja Samagri market, making religious items more accessible than ever. This digital shift has particularly benefited the Indian diaspora, enabling them to maintain cultural and religious practices despite geographical distances. Online platforms offer a diverse range of puja items, catering to varying regional and sectarian needs. This accessibility not only bridges geographical gaps but also introduces a younger, tech-savvy generation to traditional practices. Digital marketplaces have thus become crucial in keeping traditions alive, ensuring convenience without compromising the sanctity of rituals.

    The Socio-Cultural Impact

    This commercialization has a pronounced socio-cultural impact. On one hand, it has made puja items more accessible to a broader audience, including the Indian diaspora. On the other hand, there’s growing concern about the over-commercialization of spiritual practices. The responsibility lies in finding a balance between making religious practices more accessible while preserving their traditional and cultural significance. One such brand doing this is Om Bhakti. Om Bhakti, an emerging name in India’s puja samagri market, is committed to simplifying the process of obtaining traditional worship materials. Om Bhakti offers a wide range of products essential for Hindu rituals, including cotton wicks, puja oils, camphor, and other puja consumables, focusing on maintaining traditional values while catering to modern convenience. The platform provides an easy and efficient way for customers to access quality spiritual items, ensuring that the importance of tradition and culture in worship practices is upheld.


    The Puja Samagri market in India is at a crossroads, balancing the demands of a modern economy with the preservation of traditional values. The path for a big brand in India’s religious and spiritual sphere is undoubtedly challenging.  However, with sensitivity, authenticity, and a focus on genuine service, it’s not inconceivable.  Such a brand could play a significant role in making India’s rich spiritual heritage more accessible to both domestic and global audiences while ensuring its traditions are preserved and transmitted to future generations.  The ultimate answer to the $40 billion question lies in the hands of a brand that can successfully navigate the delicate balance between commerce and reverence.


    Leave a Reply