For Brand Modi, Endorsing New Age Gurus Tiny Price to Win Over Classes and Masses Alike
There’s no business like the godmen business, they say, with no fixed
working hours, exotic travel, much public adulation, and no need for a
shave every morning.
No wonder, saints and self-styled godpersons
have been around from time immemorial, most of them symbols of
sacrifice and wisdom. Some made mountains and caves their natural
habitat. Others lived in palaces and forts, as advisers to the throne,
with kings and queens running to them for salvation and solutions.
Today,
in the 21st century, we still have gurus and preachers of all shades
and faiths, and with solid community, caste or religion support. If
yesterday, they were courted by royalty, today they enjoy the patronage
and protection of the kings of polity. For, they represent vote banks
and mould public opinion. From Punjab to Kerala, from Gujarat to Assam,
the nation is dotted with men and women who act as spiritual advisers to
the ruling classes and a source of inspiration for the masses. In the
process, some of them acquire the image of kingmakers or influencers of
government policies.
Consider Sri Sri Ravi Shankar and Baba
Ramdev, who have done some admirable work in their respective fields.
Their ever-growing visibility and clout in the current political
dispensation is an indication of the renewed importance of the guru in
the establishment. Both have easy access to the nation’s high and
mighty; both have followers across political parties. Corporates,
Bollywood stars, even diplomats, stand in awe of them and touch their
feet.
Even Prime Minister Narendra Modi is not indifferent to
their lure. Indeed, the duo provides him easy access to two extreme ends
of the Indian social milieu and a huge audience that the Prime Minister
loves to engage with. Last week, when Modi chose to attend, and
address, the World Cultural Festival (WCF) on the banks of the Yamuna in
New Delhi, it reinforced the relevance, effectiveness, acceptability
and credibility of India’s saintly symbolism. By spending over three
hours at the venue, Modi left no one in doubt that his faith in Sri Sri
and his Art of Living (AoL) foundation was unshakable. Not only did Modi
and his ministers dismiss with contempt all criticism of the event,
they ensured that the entire might of the state was mobilised to make
WCF a grand success. Modi, in fact, called WCF a Kumbh of all cultures.
Harking back to history, the Prime Minister addressed Sri Sri as
Parampujniya Guruji (most revered) and said, “This is the Kumbh Mela of
culture. Through Art of Living, the world has got to know about India. I
remember a reception by the Art of Living family in Mongolia. We are
all linked not only by economy but also by culture.”
Much like
the maharajas of yore, Modi clearly understands the utility of the
new-age gurus. Known for his attention to detail, the Prime Minister
knows that both the AoL chief and Ramdev represent the pulse of two
major social groups. Sri Sri Ravi Shankar connects him with an upmarket,
global following. Indeed, among Sri Sri’s disciples and admirers are
the chatterati and upper middle class of all parts of India as well as
leaders from the Western world and Muslim-dominated West Asia. He also
has a huge following in South India. Above all, his organisation
possesses huge skills and expertise in mobilising large numbers of
people in many parts of the world. Given that Modi has been targeting
the Indian diaspora and people of influence during his foreign visits,
he finds in AoL a natural ally. Ever since Modi took over as Prime
Minister in 2014 (when Sri Sri was one of the few spiritual leaders to
come out in his support), AoL has been connecting him with many
international leaders. Though Ravi Shankar’s posturing on Indo-Pak
relations may be at variance with that of the Prime Minister and Sangh
Parivar, Modi has allowed the AoL guru to pursue people-to-people
contact with Pakistan. AoL also has powerful connections in Jammu and
Kashmir, where it is considered to be the most secular link with the
ruling party at the Centre.
If Ravi Shankar is useful to the
Prime Minister owing to his connection with the world and liberal India,
Baba Ramdev delivers to Modi the rural and urban poor and middle class.
The Baba, who belongs to a backward class and has made ‘Everything
Desi’ his mantra for success, is one of the rare spiritual leaders with
hardly any formal education and training. The 50-year-old guru started
his Patanjali Institute to bring yoga to the common man and, within a
period of two decades, has acquired over 25 million followers across the
country. His yoga camps are attended by over 10,000 people daily. While
Sri Sri promotes breathing as an instrument of wellness, Ramdev
emphasises on physical exercises. In the past few years, Modi has been a
frequent visitor to Ramdev’s ashram in Haridwar and has always invited
the Baba for any important official function held in connection with
spirituality.
There may be a connection of conviction between
Ramdev and Sri Sri and the Prime Minister, but critics believe the
relationship is based on an understanding of mutual advantage. Modi
detractors have already charged the NDA government with doling out huge
financial and other concessions to both the gurus. For the New Delhi
event, they point out, the Union government not only gave a massive
grant, but it also deployed the Army to create the infrastructure at the
venue. Now, with AoL beginning the sale of daily use products like
mineral water and toothpaste, their suspicions are even more heightened.
On his part, Ramdev has never hidden his commercial interests. His
swadeshi Pathanjali has taken on well-established multinationals selling
FMCGs and hawks energy drinks, beauty creams and yoga DVDs. Various
government agencies, including the defence ministry, are among his
clients.
Given their huge fan following and resources, both AoL
and Patanjali’s dependence on the government is quite baffling and
erodes their credibility. But for Brand Modi, it is a tiny price to pay
for the endorsement of Sri Sri and Ramdev who mesmerise a substantive
section of Indians, here and abroad.
prabhuchawla@newindianexpress.com; Follow me on Twitter @PrabhuChawla
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