The Mahakumbh Mela 2025, often described as the world's largest religious gathering, is known for its ancient traditions. But one Prayagraj man is bringing a decidedly modern twist to the sacred event, and it's catching attention online. Deepak Goyal, a local entrepreneur, is offering a "digital photo snan" – a virtual holy dip – for devotees who can't make the pilgrimage in person.
In a video that has recently gone viral, shared by digital creator Akash Banerjee, Goyal explains his unique service. "I perform a digital holy dip on behalf of devotees at the Maha Kumbh," Goyal says in the clip, which Banerjee captioned, "Next Level AI Idea. Next Unicorn Company Spotted." The video was shot and posted online.
Goyal's business, Prayag Enterprises, operates on a simple premise. Individuals who are unable to physically attend the Maha Kumbh can send their photographs to Goyal via WhatsApp. He then prints these photos and, acting as a proxy, take a dip along with the photo into the waters of the Sangam – the confluence of the Ganga, Yamuna, and mythical Saraswati rivers – where the snan (ritual bath) traditionally takes place.
The service is priced at ₹1,100, and Goyal promises to complete the ritual within 24 hours of receiving the photo and payment. He claims this offers a way for people to participate in the spiritual significance of the Kumbh Mela, even from afar.
This year's Maha Kumbh Mela, which commenced on January 13th and is scheduled to conclude on February 26th in Prayagraj, is a particularly significant event, occurring after a gap of 144 years. Organizers anticipate over 45 crore devotees to visit during the 45-day period. The sheer scale of the gathering makes Goyal's service a potential solution for those facing logistical or other barriers to attending.
While the concept of a "digital snan" might seem unconventional, it highlights the intersection of tradition and technology in modern India. Goyal's venture provides an alternative, albeit a digitally mediated one, for participating in a deeply rooted religious practice. Whether it becomes a widespread trend remains to be seen, but it's certainly sparking conversation about how ancient rituals can adapt in the digital age.
