Business Behind Beads: The Godmen Industry of India
BY Avni Vijaywargi/ JULY 19, 2025
DESIGNED BY Anuya Shindolkar
They preach detachment, yet live in luxury; claim divinity, yet court ministers. A look into the murky rise of India’s godmen as spiritual giants, political brokers, and rule-breakers in the world’s largest democracy.
ndia’s deep-rooted faith and religious traditions have long shaped its cultural identity. But alongside personal belief systems, a growing commercial network has emerged–shaping not just its culture but also parts of its economy. Spirituality and commerce have always had an uneasy relationship. At what point does a practice of faith become a product? And who gets to profit from it?
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Spirituality and commerce have always had an uneasy relationship. At what point does a practice of faith become a product. And who gets to profit from it.
The godmen industry in India operates as an organised and often highly commercialised network of self-styled spiritual leaders who claim divine powers or a special connection to the divine. Their influence extends beyond just preaching; many run educational institutions, sell ayurvedic and wellness products, and head charitable trusts. Over time, religion in India, increasingly under the banner of ‘spirituality’, has assumed a business-like form.
Beyond commercial motivations, the godmen industry thrives on deep-rooted social inequalities—most significantly, the enduring caste hierarchy. Untouchability remains a pressing issue in India, with marginalised communities still facing social exclusion. A 2023 study by professors from Rohilkhand University, highlights how Dalits’: historically assigned stigmatised occupations like scavenging, were and often still are prohibited from entering many temples. This exclusion has driven some lower-caste communities toward godmen who offer them an alternative form of spiritual inclusion. CNN reported that Bhole Baba, a popular godman, has a significant following among lower-caste Jatiyas who believe in his miracles, partly because these followers have been barred from traditional religious spaces reserved for higher castes.
Women, particularly from conservative or patriarchal backgrounds, often find themselves disproportionately drawn to godmen due to the emotional, psychological void they seem to fill. Many such women face restrictions on autonomy, mobility which can lead to a deep want for emotional affirmation, often from outside. Godmen promise spiritual healing, safety, or even a higher sense of worth, wrapped in culturally acceptable narratives. This dynamic is especially potent in societies where mental health support is stigmatised or inaccesible, making faith-based avenues a more acceptable route for emotion release. Women also tend to go to these godmen for household woes. (Her Zindagi, 2025)
Pictured: Illustration by Pariplab Chakraborty via pinterest
Godmen, often seen as spiritual leaders but operating under a carefully crafted facade, hold significant sway over the public in India. They present themselves as divine intermediaries, promising healing, wealth, or redemption–especially to those grappling with poverty or personal loss. While their presence may seem limited to religious spaces, many have made their mark in areas far beyond spirituality, quietly building influence in economic, social, and political spheres. They often potray as messengers of the divine, tapping into people’s vulnerabilities–be it illness, poverty, or personal loss–to promise change and offer guidance. For many followers, this brings hope. But for the godmen, it creates opportunity.
What begins as spiritual guidance often transforms into a lucrative business model. Donations start flowing in, “pure” products are sold with religious branding, and institutions are built around their teaching, all of which quietly feed into their growing commercial empires. These godmen, through their extensive lobbying, secure tax exemptions that effectively subsidise their enterprises. This tax-exempt status allows large, commercially successful entities like Patanjali to operate under the guise of charity or research while generating massive revenues.
A prime example is Baba Ramdev’s Yogakshem Sanstha, established as a non-profit charity company to promote yoga and ayurvedic centers but it did not do any charity work in 6 long years. Being a non-profit, it received a tax free status. Patanjali reportedly earned superprofits by setting up shell companies claiming zero revenue and designating land as charity projects, while in reality using it to build factories producing ayurvedic medicines and other products, generating enormous profits. This dynamic distorts market competition, creating an uneven playing field for regular businesses but also diverts public funds in the form of tax breaks, despite ongoing legal controversies and questionable claims tied to these organisations.
Godmen, often seen as spiritual leaders but operating under a carefully crafted facade, hold significant sway over the public in India.
The financial scale of the godmen industry is hard to ignore. Ramdev Baba is a key example. Known primarily as a yoga guru and spiritual leader, he co-founded Patanjali Ayurved in 2006 with Acharya Balkrishna. The brand presents itself as a promoter of traditional wellness and Ayurveda, tapping into a growing market for natural and indigenous products. However, it has come under repeated scrutiny for misleading claims and quality issues, raising concerns not only about consumer protection but also about the regulatory challenges posed by spiritually branded enterprises that blend commerce with faith. Despite controversies, Patanjali’s rapid growth and significant market share have disrupted established players in the FMCG sector, highlighting the economic power wielded by godmen-led businesses and their ability to influence consumer behavior on a massive scale.
Criminal Allegations and Loopholes
Pictured: Illustration by Dale Edwin Murrey via Pinterest
The persistence of criminal allegations against many godmen reveals deep loopholes in the regulatory and legal frameworks that enable their operations. Their exploitation doesn’t just limit themselves to the spiritual realm. There’s a long list of Godmen in India whose reputations are marred by serious criminal allegations, and yet, their influence hasn’t waned. Ram Rahim, a popular spiritual leader and a politician was placed 96th out of 100 most influential people in India in 2015 by Indian Express (Indian Express, 2015). He is the head of a social group called Dera Sachda Sauda which has a massive following. He also released several devotional songs and films which gained popularity. In fact he was so popular that he recieved the patronage of Prime Minister Modi during the 2014 Haryana elections to attract Dera Sachda followers (The Hindu, 2017).
Today, he is behind bars–his empire tainted by convictions of rape and murder, and chilling allegations of forced castration. And yet, as reported by BBC in 2023, he still enjoys massive public support and has been granted parole 13 times. Asaram Bapu, another high-profile figure in the spiritual scene, is serving a life sentence for sexual assault, yet his ashram empire reportedly earned INR 350 crore in 2021, according to The Hindu. Reports from TOI and India Today list several other godmen linked to crimes ranging from rape to land encroachment. Despite this, their businesses,often run under the cover of spirituality,continue to thrive, contributing significantly to a shadow economy that operates with little regulatory oversight, often siphoning off resources that could benefit formal sectors and public welfare.
Legal Challenges
These leaders are not without their own share of troubles. They have faced many legal challenges. In 2022, the Indian Medical Association filed a petition accusing Patanjali of running misleading advertisements, claiming their products could cure chronic illnesses like asthma and diabetes. Though the company promised to stop these ads, they continued, eventually getting off with warnings, as per TOI. During the COVID-19 pandemic, they launched a product called “Coronil” and claimed it could treat the virus, without scientific backing. Then in April 2024, 14 of their products had their licenses suspended over false efficacy claims.
The issues extend beyond advertising. According to India Today (2013), Baba Ramdev has also been the subject of 81 cases filed by the Uttarakhand government under the Zamindari Abolition and Land Reforms Act. It’s part of a broader pattern: using spirituality as a shield against accountability. These repeated violations don’t just threaten regulatory intervention, they slowly erode consumer confidence, especially in health and wellness sectors where trust is everything. For Patanjali, this could mean long-term damage, not just in sales, but in brand partnerships and consumer loyalty. Economically, such controversies risk disrupting market competition and investor confidence, which could ripple through the rapidly growing Ayurvedic and FMCG sectors.
Ram Rahim’s empire is yet another example of how faith can be monetised and turned into a full-fledged business. Dera Sacha Sauda, headed by Ram Rahim since 1990, is officially registered as a social welfare organisation, though many critics argue it operates more like a religious cult. The controversy surrounding him isn’t new. Back in 2007, he sparked major backlash after dressing like Sikh Guru Gobind Singh, which led to violent clashes with Sikh groups (TOI, 2007). Then in 2017, reports emerged that the Dera not only stockpiled illegal weapons but also provided arms training to followers (India Today, 2017).
Despite being a convicted criminal, Ram Rahim continues to command a massive and loyal following, particularly across Haryana and Punjab. And it’s not just social influence—his organisation controls properties and businesses worth crores. What’s especially alarming is how, even with such a track record, the structure of his empire remains intact. It points to a wider issue: when faith, power, and money intersect, accountability often seems to vanish. This convergence results in significant economic clout, enabling these entities to influence local economies, real estate markets, and even political outcomes.
The commercial reach of many Godmen goes far beyond wellness products and spiritual discourses. Their influence stretches into real estate, properties valued at around INR 58 crore, as well as fast-moving consumer goods (FMCG), education, and even media and entertainment. In total, the estimated net worth of some of these figures, like Ram Rahim, touches INR 1455 crore, with revenue streams spread across all these sectors. Especially in the FMCG sector, godmen like Ramdev and Ram Rahim own companies like Patanjali and MSG where they sell Ayurvedic, ‘pure’ products ranging from food, to medicines, to oils, and people end up buying their false marketing. These companies have earned them money in crores, Patanjali earned ₹9,335 crores, up by 23% in 2024.
Pictured: Illustration by Alwim Jackson via pinterest
The playbook is surprisingly consistent: build a base of trust through claimed miracles or spiritual guidance, turn devotees into dedicated consumers, and then capitalise on that trust through a mix of product sales, land ownership, and carefully crafted narratives. It’s a business model rooted in belief, scaled through loyalty, and monetised with precision.
One of the core elements of this spiritual-business model is land. Many godmen have faced accusations of illegal land encroachments, often overlooked due to their immense influence. Asaram Bapu, apart from his conviction for rape, has been involved in multiple land grabbing cases. Similarly, Dera Sacha Sauda (DSS) was reported to have encroached on land in Puri, according to Deccan Chronicle (2017). These encroachments often go unaddressed for years, protected by political backing and the hesitancy of local authorities, wary of disrupting figures with massive followings. But beyond the legal and ethical concerns, these practices come with significant economic costs. Land that could have been used for agriculture, housing, or public infrastructure gets absorbed into religious estates that often function with limited oversight. This disrupts local land markets and distorts property values. Such distortions may impede balanced regional development and divert land from productive use, leading to opportunity costs for the local economy.
That said, the development of these lands into ashrams and institutions does create employment for many, even if it means informal employment. Reports show that the work life in Patanjali is very different from any other company. Employees are to touch the feet of ramdev as he enters and other leaderships, they are made to feel like they are fighting against foreign companies and are not just workers. Asking for an annual increment at Patanjali is also a rarity. Ramdev portrays work as ‘seva of the guru’ which makes it harder to ask for pay hikes. So, even though employment is generated, the structure is extremely unregulated, and the employees are only paid INR 6000 a month for 12-hour day shifts, 6 days of the week showcasing an extremely low pay structure (Economic Times, 2017), This also highlights how the creation of informal employment is often celebrated as evidence of growth, by the public, by the media. However, such labor practices underline the precarious nature of employment in this sector, raising questions about workers’ rights, wage standards, and the broader socio-economic implications of informal labor within faith-driven enterprises.
The Role of Politics
The active involvement of Godmen in politics further complicates matters. Many maintain open affiliations with political parties–attending rallies, offering public endorsements, and swaying large voter bases. In return, they often receive implicit protection from legal consequences. Baba Ramdev, for instance, has long been associated with the ruling Bharatiya Janata Party and has frequently shared public platforms with top political leaders (Hindustan Times, 2017). This mutual arrangement creates a powerful protective shield around such figures, making accountability elusive regardless of the seriousness of the accusations they face. . The boundary between spiritual authority and political power becomes blurred, and the legal system often struggles to intervene effectively.
The reach of Godmen doesn’t end at ashrams or political rallies–it extends into India’s media ecosystem too. Their interviews, sermons, and promotional clips circulate widely, often positioning them alongside celebrities. This kind of constant visibility makes it difficult for critical voices to be heard; questioning their legitimacy is frequently met with hostility, accusations of being anti-faith, or outright silencing. The result is a media atmosphere that amplifies spiritual celebrity while muting critical inquiry.
What’s more surprising is how deeply this culture has begun to influence the younger generation, a demographic generally expected to lean toward rationality and reform. Yet, even children as young as 11 or 12 are becoming visible participants in this ecosystem, mimicking spiritual leaders on social media and gaining massive followings. Take Abhinav Arora, for instance–a 9-year-old who recently went viral and now has over 9.3 lakh followers. He was even honoured by Union Minister Nitin Gadkari as India’s youngest spiritual orator. Encouragingly, Abhinav still attends school and hasn’t stepped away from formal education. While spiritual interest at a young age is often celebrated culturally, it’s important to question when that curiosity turns into performance, especially when it’s monetised.
With religion becoming content, spirituality turning into a brand, and godmen essentially functioning as influencers, there’s a thin line between genuine belief and marketable devotion. In cases like these, children aren’t the ones to blame, they have limited agency and are often steered by parents who themselves are shaped by the pull of religious consumerism. The lure of viral fame, wealth, and recognition leads families to style their kids as ‘Godboys’, complete with robes, malas, and rehearsed chants. And the public, eager to consume feel-good content, plays along, embracing this devotion without questioning what’s driving it.
With religion becoming content, spirituality turning into a brand, and godmen essentially functioning as influencers, there’s a thin line between genuine belief and marketable devotion.
Digital Devotion: The New-Age Godmen
A major shift in recent years is the digital transformation of the godmen industry. Many spiritual leaders now run YouTube channels, mobile apps, and live-stream ‘darshan’ sessions. To be fair, religious knowledge has never been entirely free, the tradition of offering dakshina or donations in return for teachings has long existed. And in today’s economy, monetising time and knowledge isn’t inherently exploitative. However, what raises concern is how these spiritual exchanges have morphed into aggressive digital marketing models. Some godmen offer paid subscriptions for “exclusive” content or personalised rituals, essentially turning devotion into gated content.
Platforms like AstroTalk, projected to earn ₹1,250 crore in 2025, host spiritual advisors and online priests providing kundli readings for a fee, turning ancient systems of belief into algorithmically boosted, profit-driven businesses. Spirituality hasn’t just adapted to the digital economy, it’s thriving within it, but often at the cost of sincerity and access.
At this point, the godmen industry can no longer be seen as purely a spiritual or religious phenomenon, it has evolved into a thriving commercial sector. This reality demands closer public and institutional scrutiny. Religious organisations that generate significant income through donations, real estate, or product sales must be subject to transparent audits, and tax exemptions should be granted only when there is clear, verifiable evidence of charitable activity.
Pictured: Unkown Illustration via pinterest
The media, too, bears a share of the responsibility. Uncritical glorification of such figures only reinforces their influence while shielding them from accountability. As citizens, we must begin to distinguish genuine spirituality from the commodified version being sold to us. Belief, while deeply personal, should not prevent us from asking difficult questions, especially when religious authority is being used to accumulate wealth, power, and impunity. The interwoven nature of faith, commerce, and politics in this context has created a space where manipulation often goes unchecked. If there is any real duty to faith, perhaps it begins with the courage to question those who exploit it.
That said, India continues to be a global centre for authentic spiritual practice. While many Godmen exploit this heritage, there are still institutions committed to genuine inner growth and healing. Centres like Tushita Meditation Centre, focused on Buddhist teachings and mindfulness, or the Art of Living International Centre is another centre located in Bangalore which provides yoga, meditation, and helps with breathing techniques. They also have spiritual events and provide online workshops for those who cannot travel. Cities like Bodh Gaya and Varanasi continue to serve as sanctuaries of peace, welcoming seekers from across the world into spiritually engaged local communities. The rise of godmen in India represents not merely a socio-cultural shift, but a powerful force within the country’s informal and unregulated economy.
These self-styled spiritual leaders often preside over expansive commercial empires disguised as religious or charitable trusts. This legal and financial architecture enables them to benefit from significant tax exemptions while generating wealth through donations, product sales, and real estate ventures. The distinction between commerce and religious devotion has grown increasingly indistinct, with numerous ashrams now functioning simultaneously as production hubs. These religious centres often evolve into self-sustaining economic ecosystems, employing thousands, operating schools, maintaining agricultural land, and receiving vast donations, often in untraceable cash or kind. This, in turn, contributes to the development of a parallel economy that is largely informal and opaque.
While their institutions may generate employment and attract spiritual tourism, much of this economic activity exists outside formal regulation—offering low-paid, unprotected jobs and distorting land and market dynamics. The merging of belief with business has created a powerful ecosystem where faith is monetised, accountability is blurred, and public trust is increasingly undermined. The economic impact of this phenomenon is twofold. On one hand, such institutions stimulate employment, encourage spiritual tourism, and channel rural capital. On the other, they operate outside the boundaries of conventional corporate regulation, distort market mechanisms, and frequently engage in unchecked land encroachments.
To restore balance, there is a pressing need for transparent audits, regulatory scrutiny of land use, and a clear separation between spiritual influence and political or financial power. Upholding genuine spirituality means having the courage to question those who exploit it in its name. Only then can faith truly serve the people–not just those who profit from it.
Keywords
Godmen industry, Religious commodification, Dalit exclusion, Caste inequality, Gender bias in religion, Faith-based exploitation, Tax exemptions, Real estate control by spiritual leaders, election mobilization via spiritual leaders, religious influence in politics, criminal allegations on godmen, health related misinformation, spiritual influencers, child spiritual influencers
References
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