Mythological
India’s faith tourism unveiled: Kantar’s insights on spiritual journeys
MUMBAI: Every morning, as the first rays of sunlight kiss the banks of the Ganges, Haridwar awakens to a symphony of temple bells and the resonant chants of priests. Here, faith isn’t just a belief – it’s a way of life.
Across the country, from the towering gopurams of Tirupati to the serene dargahs of Ajmer Sharif, millions embark on pilgrimages driven by devotion and tradition, weaving India’s cultural fabric tighter with each journey.
In a nation where the Brihadaranyaka Upanishad counts 33 crore deities, faith flows as freely as the rivers that nourish its plains. Festivals celebrating these gods often transform cities into oceans of colour, light, and devotion.
And the devotion runs deep: as of 2023, Indians spent a staggering Rs 3.02 lakh crore on gods, rituals, and religious pursuits – 2.32 per cent of the nation’s GDP. Fast-forward two years, and this figure is likely to have quadrupled, reflecting the unshakable bond between Indians and their faith.
According to Kantar’s TGI Report for 2024, one in four Indians now travels to a spiritual destination, making religious tourism a booming sector. Haridwar stands tall as the most visited site, followed by Shirdi, Tirupati, Ayodhya, and Ajmer Sharif – each place carrying its own story of miracles, faith, and divinity. Religious sites now outnumber schools and hospitals, becoming pillars of India’s social and economic framework.
But this devotion raises poignant questions: Why do we have more temples than schools? Why do festivals outshine public healthcare initiatives in funding? And how does a country balance its cultural identity with pressing developmental needs? As faith drives millions to destinations like Shirdi, Ayodhya, and Ajmer Sharif, the impact of this spiritual odyssey on India’s economy and priorities becomes a tale worth unravelling.
In a nation where gods outnumber mortals, the power of belief is not just a cultural phenomenon – it’s a thriving industry.
In a pioneering move, Kantar is set to launch its Maha Kumbh Mela 2025 Report in April, offering granular insights into pilgrim movements, behaviours, and opportunities for brands to engage meaningfully with this growing audience.
Kantar insights division-south Asia specialist businesses director, Puneet Avasthi commented, “Religious tourism significantly contributes to India’s economy, presenting unique opportunities for brands to forge authentic connections with audiences. Our Maha Kumbh Mela Report will provide actionable insights into consumer motivations, purchasing patterns, and engagement strategies for one of the world’s largest cultural gatherings.”
Key insights from the TGI report:
1 Haridwar’s dominance: Haridwar emerged as the top pilgrimage site, attracting 54 per cent of North Indian tourists. In contrast, Tirupati saw 82 per cent preference among South Indian visitors, reflecting regional cultural ties.
2 Demographic dynamics: Pilgrims aged 25-44 dominated religious travel. Younger travellers (25-34) preferred Haridwar, while the 35-44 group gravitated toward Ayodhya.
3 Gender disparity: Haridwar and Ayodhya showed significant male dominance among visitors, at 61 per cent and 69 per cent, respectively. This trend highlights the potential to create more inclusive travel experiences for women.
4 Affluent travel: Religious tourism leaned heavily towards the affluent, with NCCS A-class individuals forming a significant share of the visitor base.
This upcoming report will provide an in-depth understanding of pilgrim behaviours, including spending habits, travel preferences, and the role of digital platforms in enhancing experiences. It aims to empower brands with tools to create targeted, culturally relevant strategies.
Kantar’s TGI 2024 surveyed 63,622 individuals, of whom 17,734 reported visiting religious destinations. The study spanned urban and rural areas, covering males and females aged 15-55 across socio-economic categories NCCS A-E.
Kantar’s Maha Kumbh Mela 2025 Report is poised to bridge the gap between faith and commerce, enabling brands to navigate the intersection of culture, spirituality, and consumerism with precision.
MUMBAI: Collective Artists Network is stepping boldly into the past to shape the future of Indian storytelling. The company has announced HistoryVerse, a sweeping new content slate dedicated to retelling India’s rich historical and mythological legacy for contemporary audiences.
Launched under the newly formed Collective Studios, the slate features eight history-inspired titles across theatrical films and web series, making it the largest such lineup announced in India to date. The stories draw inspiration from figures and traditions that have shaped the subcontinent for centuries, including Hanuman, Krishna, Shiva, Shivaji, Durga, Kali and Swami Samarth.
The already released Mahabharat series acts as the foundation stone for HistoryVerse, offering a glimpse into how deeply rooted narratives can be retold with scale, polish and a modern storytelling lens. Building on that momentum, three of the newly announced projects are being developed as feature films, while two will take the form of web series. More titles are already in various stages of development.
Collective says the focus is on detail and immersion at every step, from research and writing to visual design, aiming to make these stories feel expansive yet accessible, even for viewers who may not usually gravitate towards historical content.
Announcing the slate, Collective Artists Network founder and group CEO Vijay Subramaniam, said India’s folklore remains one of the country’s most underleveraged creative assets. “These stories sit at the heart of our culture and deserve to travel the world,” he said. “HistoryVerse is not just about films and series. It is about building an ecosystem of experiences, consumer brands and gaming that allows audiences to engage with these narratives in many ways.”
With HistoryVerse, Collective Studios is positioning itself for the long haul, betting that India’s oldest stories, told with contemporary craft, still have plenty of new ground to cover.
