As India continues to ape the West, does mythology have a market in India? Or does mythology appeals to only senior citizens? We say that global meltdown has rocked economies, then why is it that amount in the Hundi in Tirupati has been increasing at a rate of around 30-40% y-o-y?
Have you ever tried to probe into TRP of “Shri Krishna”, or the ROI on Ramanand Sagar’s “Ramayan” and B. R. Chopra’s “Mahabharat”? Or did you ever thought the amount of revenue that the channels like Aastha, Sanskar, Zee Jagran and Sadhna are garnering out of commercials? One would be surprised to know that almost 70% slots on Aastha TV are pre-booked by advertisers at any given time. In which direction are we heading? Yes, my friends Search for God is the buzz word in market.
Apart from these religious channels, even the demands for mythological books are growing rapidly at about 30% every year. Even India’s leading VAS content developers like Mauj Telecom, IndiaGames and Cellebrum have started focussing on religious content, ranging from the frivolous (like astrology, numerology et al) to the profound as it accounts for 12-15% of the total Rs. 60 billion VAS industry.
Even deity statue makers are carving their own special niche in this godly industry, and you would be surpised to know that Indian mythological and religion inspired arts and sculptures contribute 20% of the Llardo’s entire turnover, an organised player in this industry and they sell Lakshmi wares at Rs. 7.5 lakh a piece today. What would you call it – a lifestyle statement?
How could one forget the travel companies? Of the estimated 400 million journeys undertaken by the Indians every year, close to 25% journeys are to pilgrimage centres, and numbers are swelling. And leading the race are the Gurus that claim to take you a step closer to spirituality and well being, offer peace of mind for battered soul from places like ISKON, OSHO world, Patanjali Yogpeeth and Art of Living Centres. And you would better find out the price that is being charged at these places.
Hats off to Technology! It has allowed people to e-donate, online puja, e-Seva, e-Accomodation at temples. Good news for Sachin Tendulkar fans! You could see him in a movie titled Vighnaharta Shree Siddhivinayak that the Siddhi Vinayak temple is making and marketing with the help of Vistaas Media and Eros International. And in this whole discussion how could you forget the animated myhthological market, where Hanuman Returns earned 320% return for Toonz Animation Pvt. Ltd.?
So what do you think: Is God on Sale or is it a new organized market opening up in India in a big way?
Share your views!
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