Just recently, I hired an autorickshaw in Bengaluru. While travelling in the autorickshaw, I noticed a printed caption above the driver's seat. It read: "Price the Lord." My mind told me that it was a typo. The word "Praise" has been wrongly spelt as "Price." But that caption lingered in my mind for a long time. While examining reality, I felt that God has indeed become a commercial commodity. Commercialisation of religion has always been disturbing for me.

There can be no single definition of what constitutes a religion, as the word means many different things to different people. But certainly, many people would agree that religion is a multifaceted entity consisting of but not limited to theology (study of God), philosophy (study of wisdom), anthropology (study of human beings), mysticism (awareness of an ultimate reality), morality (rules of personal conduct), cosmology (relationship between humans and the cosmos), social action, ethics, rituals etc.

India is renowned for its remarkable religious diversity. It is home to nearly all major world religions. The country is the birthplace of four major religions: Hinduism, Buddhism, Jainism, and Sikhism. India's major religions include:
1.    Hinduism: The largest religion, comprising about 82.41% of the population. It has various sub-groups such as Vaishnavas, Shaivites, Shaktas, and Samartas.
2.    Islam: The second largest, accounting for 11.6%. It includes sub-groups like Shia, Sunni, and Ahmadi.
3.    Christianity: Makes up 2.32% of the population, with concentrations in southern states.
4.    Sikhism: Represents 1.99% of the population, primarily found in Punjab.
5.    Buddhism: Accounts for 0.77%, with a notable presence in Maharashtra.
6.    Jainism: Comprises 0.41%, concentrated in states like Gujarat and Rajasthan.
7.    Zoroastrianism: It is considered one of the world's oldest religions. Recent estimates suggest that fewer than 200,000 Zoroastrians remain, with the majority residing in Iran and India. Even so, they only make up roughly 0.1% of the latter's overall population.

Historically, most indigenous and traditional societies viewed religion as a sacred space - as an animate, spiritual force often embodying deities, ancestors, or cosmic principles. The deep understanding of nature's primacy as the ultimate sacred force, as well as the evolving perception of the relationship between human and nature, has been revered. However, this sacred reverence has been increasingly eroded with the advent of industrialisation, scientific rationalism, and modernity.

There is a fascinating book titled "The Divine Economy: How Religions Compete for Wealth, Power, and People" by Paul Seabright. The author expresses that:
1.    Churches, mosques, madrasas, temples, synagogues, prayer groups, ashrams, and monasteries are iron-fisted organisations that need capital and human resources.
2.    Like modern platforms, religions connect people in new ways, expropriate some of the benefits of this connection, and also compete with one another. This competition is expressed through war and conflict, demographic rivalry (involving having more children), and persuasion.
3.    Religious organisations undergo constant change, whether they flourish or splinter. The power of religion is used and abused.
4.    A growing corporatisation is at work, as local and folk religions are absorbed into a handful of global religions. Christianity and Islam are booming. Hinduism and Buddhism are also bigger brands now.
5.    What human needs does religion answer that secular structures don't? It provides a sense of the numinous, making believers feel special and protected. Religiosity is a bundle of diverse traits, and different faiths have crafted varied appeals, from private prayer and meditation to collective spectacle to violent crusades and jihad.
6.    When political leaders grant protection to one religious movement over others, there is more discord and violence. But ironically, this reduces the catchment area of believers. From Trump to Netanyahu to Putin and Xi, repressive leaders who claim God is on their side should know the diminishing returns of this strategy. When harnessed to conservative causes, religious authority ebbs away.
7.    Ultimately, a religious platform is most effective when it persuades, rather than coerces. It has to provide what believers are seeking, not impose itself by force. Because religious power is real and legitimate, there will always be those who use it to send soldiers to battle or voters to the ballot box, and those who are intoxicated by its call.

Indian religions encompass diverse beliefs, worldviews, texts, revelations, morals, and prophecies that hold sacred significance for the members of a particular faith. Individuals also practice sermons, rituals, prayers, meditation, and feasts according to their devotion to their religious faith.

On the other hand, spirituality is an overlapping concept that encompasses practices and beliefs related to the value, connection, and meaning of an individual's existence. It is typically practised to achieve a positive state of mind, characterised by contentment, acceptance, and gratitude. Individuals indulge in religious and spiritual tourism, participate in donation drives, and use books, literature, flowers, garlands, candles, and incense sticks to practice and propagate their beliefs.

Per "India - Religious and Spiritual Market Size, Share, Trends and Forecast by Sector, Income Source, Distribution Channel, Religion, and Region, 2025-2033 Report" by IMARC, India's religious and spiritual sector is undergoing a rapid tech-driven shift with the emergence of spiritual tech platforms and faith-tech startups offering services like online pujas, astrology consultations, virtual satsangs, and guided meditations. These services are now integrated with quick commerce models, enabling doorstep delivery of religious articles, prasadams, idols, and ritual kits within hours.

The demand for personalised spiritual experiences, curated rituals based on nakshatra, location, or family traditions, is also gaining traction, especially among younger urban audiences. This digital movement is being fueled by rising smartphone penetration, increased comfort with online transactions, and growing interest in spiritual wellness, which is catering to the demand for Indian religious and spiritual products.

However, the market still faces challenges related to trust, standardisation, and regulatory oversight. Fragmentation among service providers and varied pricing also creates friction for consumers. Despite these gaps, the momentum is strong, with venture-backed platforms working to organise a largely unorganised space, making spirituality more accessible, structured, and on-demand for millions across income brackets and regions.

It is time for people of all religions to introspect on the widespread commercialisation – the price tag on every ritual, from birth to death; extravagant festival celebrations; online promotion of devotions; the marketing of various types of religious articles; and the promotion of pilgrimages/religious tourism, among others. How long are we going to "price" God? Let us arise, awake and STOP the commercialisation of religion.