The Kumbh of Digital Spirituality

As the Kumbh Mela draws to a close this year, everyone is experiencing FOMO (fear of missing out), fueled by influencers covering the event. I, too, appeared on a podcast to talk about the spiritual significance

- ANURADHA GOYAL

AS the Kumbh rumbles to a close this year, everyone is in grip of FOMO-fear of missing out-induced by influencers covering the fair. I, too, appeared on a podcast to talk about the spiritual significance of this 12-yearly mela and my experience of spending time at an earlier Kumbh. We spoke about the use of artificial intelligence and radio-frequency technologies this time.

Soon, all my screens were buzzing with ads of different apps promising a hassle-free trip to Prayagraj and luxury tent accommodations; some even assured home delivery of Ganga water from the Sangam in case I was unable to make it. This sent me looking at the digital landscape of spirituality players. Some investor reports claim this space to be even bigger than food delivery, and I would agree, having studied pilgrimage places and pilgrim behaviour. The market has so many elements, most of them unorganised. Some 900-odd startups in this space are banking on the young demographic, aiming for a slice of an estimated $60-billion market.

More than a decade ago, in my book The Mouse Charmers, I had classified the digital economy in three categories-commerce, content and community. Let's evaluate digital spiritual startups on these three parameters.