Digital Devotion

Devotion in India is experiencing a profound shift — one shaped as much by personal meaning and technology, as by centuries-old tradition, Rohit Dogra explains.

- Team BrandSutra

The rise of digital worship, the search for authenticity, and the desire for elevated sensory rituals have combined to create a devotional landscape unlike anything seen before.

What was once a practice defined largely by habit and ritual has become a deeply personal, emotionally centred experience shaped by authenticity, sensory richness, and digital access. As devotion evolves, brands operating in the category are reimagining how they connect with consumers, blending cultural sensitivity with innovation to build modern devotional experiences rooted in tradition.

A New Kind Of Devotion

According to Rohit Dogra, Divisional CEO of ITC's Matches and Agarbatti Division, one of the most significant shifts has been the emotional deepening of prayer. “Devotion has evolved from being a ritualistic practice to a more personal and mindful experience.” The pandemic played a defining role in this movement inward. With families spending extended periods at home, puja returned to the centre of the household, forging long-term devotional habits.

This emotional shift has created a heightened demand for purity, authenticity, and fragrances rooted in cultural memory. Consumers want incense that feels spiritually resonant — not merely functional. As Dogra notes, “People today want products that connect to their inner sense of peace and spirituality.”