Indian gurus have become word, renowned celebs. They have publicists informing the media of their every move and how to reach the places where people can get salvation. How are they helping stressed humans to do soul searching? Do aging Indian gurus need publicists and branding exercises to attract wealthy pilgrims on path of spirituality and maintain their lifestyles and fame? They travel far and wide (across the globe) preaching wealthy pilgrims to shed their attachments (and donate charities to their pet projects or buy their products), remove the veil of ignorance and teach the science of the soul.
Are they mere jet setting material monks or spiritual seers who are the beacon of hope for humanity? Are they entrapped in the web of Mayajal (illusion) themselves? Are these ‘go getter gurus’ only ambitious to increase their cult worth and remain immortal? Is the fashion of spirituality possible for only wealthy aspirants?
Rise of celebrity spiritual gurus
These material monks have dedicated celebrity followers. They have well managed schedules and publicists who give RSS feeds to the media about everything. Times have also changed at the way we look at spirituality in times of terror. Why are some pilgrims willing to shell out thousands of rupees to get enlightenment? It is not a surprise for few upmarket spiritual gurus to follow a management schedule, branding exercise, have a concise spiritual message to attract new devotees. This would have been a blasphemy a decade ago. But the western influences have shown that those gurus who stay in the spotlight are the ones who have kept a fine balance between the media releases, wealthy pilgrims and common devotees. Many people have been questioning the need for the gurus to send publicity agents to develop more devotees; especially those who need to fulfill their charity projects as well. The debate is also on why divinity can be found only by paying money. Surprisingly the argument works in favor of the Indian gurus and, the reason? When CEOs and Managing Directors take fat pay packets for their talent then why a genuine guru not take dakshina according to his spiritual quotient. It is difficult to put a price on the quantum of solace received after a guru has become a lifeline for someone.
Some one once said, ‘No sale is complete unless the money is in your bank. And no service is appreciated unless paid for. ‘Guru’ is a value-added service (self realization) that is priceless and not marketed well enough.’
Fees or freedom?
A foreign tourist once remarked, ‘In India there are two gurus for every one person but one toilet for 1000 people’! A profound statement, coming indeed, from a materialistic person. But it is so true. But it is in India where more gurus cheat rather than teach. Thus those who charge big fees are shunned as material monks. People ask why gurus need material things, when they themselves are asking devotees to be detached. Unlike Indian spiritual gurus who function with management precision in the West, back home in India it is a different story. Baba Ramdev, Sri Sri Ravi Shankar, Amma, Radha Swami are some of the most well know gurus. Each has a well-defined customer segment that they cater to. Each has an expertise that followers swear by. Each of them bank on personal charisma to attract more followers. And their celebrity followers become their canvassers. There is no clash or rivalry between the gurus or the followers. Each has a different USP. Sri Sri Ravishankar has his Sudarshan kriya, Baba Ramdev has his Yoga, Swami Prabhupada had his Krishna Consciousness, Maharshi Mahesh Yogi had Transcendental Meditation, Osho had Dynamic Meditation (most significantly), Mata Amritanandamayi has her unique hugs.
Difference between Godmen and Gurus
The difference lies in segregating Godmen from gurus, which is a hard task for most people who work and pay for attending lectures of gurus expecting to get destressed. A true guru delivers the executive devotee from ignorance. It is said that when the disciple is ready the guru is automatically found. Working on this principle, corporate kings destined to find a spiritual leader; it will not be a presentation job from the HR department but a plain self-effort. They will have to look away from the slides and presentation to accommodate simple shlokas, sayings and high thinking.
Where do publicists fit in spirituality?
When a media release from spiritual leader reaches the press they boost of an international stint in their portfolio. Being invited abroad has now become the best reason to attract more followers. Some like Swami Yogananda and Srila A C Bhaktivendanta Swami Prabhupada, and Maharshi Mahesh Yogi migrated to America. And the biggest peace guru His Holiness, The Dalai Lama has made India his home while he preaches all over the world. They never needed publicists and portfolios to announce their competency in spirituality.
Adaptable gurus
The spiritual gurus of today feel the need to adapt their teachings to suit the devotees today, especially the wealthy ones. Some are already sending early morning SMS with ‘thought for the day’ to holding slide presentations of snap shots explaining ways to de-stress. Some CEOs and top brass have e-mails that are sent by the publicists of gurus answering and explaining specific questions. CEOs are a wise flock. They have reached a certain point on life from where they ought to sieve the real messenger of peace from a mere publicity-seeking hound.