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Religion, especially in India, has always held the hearts and minds of people in ways beyond what most brands could dream of achieving. It is more than a product; it is a deep-seated identity, a lifelong association that ties one’s belief and sense of self to a larger, sacred purpose. However, over recent years, the branding of religions has faced both support and scrutiny, particularly Hinduism, which has often been the subject of modern critiques and corrective campaigns by various brands and influencers.
This year, other than some institutes wanting to celebrate Jashne-Eh-Roshani and some celebrities asking for the gift of no pollution, few messages suggested corrective measures for Hindu rituals and practices.
Thanks to the campaign, I saw brands like Sabhyata, Orchid International School, Finolex, Edelweiss, and even Netflix sending out proper Diwali greetings with proper brand associations. More people were reminded that this was not the secular festival of lights and sweets but a celebration of the victorious Lord Ram returning to Ayodhya after slaying Ravan. It made me happy; I had no reason this year to write another piece pointing out the hypocritical, unidimensional corrective suggestions from brands operating in India.
The relentless focus on purifying the Hindu religion in the past few decades has already impacted the festival practices. There are fewer shops selling crackers and more selling lights and diya. It is different that the diya is now in focus as it radiates light and thus impacts nocturnal animals.
Branding the Sacred: Religion’s Trust, Faith, and Followers
In many ways, religion and brand-building share similar principles. A brand commands trust, faith, and a dedicated following. Just as a brand develops trust by consistently delivering on its promises, religions draw their followers through the faith they inspire and the rituals they uphold. Rituals in Hinduism, from Diwali celebrations to reciting mantras, performing puja and specific inclusion and exclusions, are the equivalent of brand touchpoints reinforcing belief and commitment. For brands, it’s about consistency in their product or service; for Hinduism, like every other religion, it’s the consistency of tradition, symbols, and rituals.
In the past, Hinduism’s portrayal and branding have been diluted by narratives that question its practices, rebrand its rituals, and even attempt to homogenise its symbols. Imagine a brand, like Coca-Cola, being told to change its classic red colour to “adapt to modern times”.
This year, however, there’s a refreshing change: Brands seem more cautious about entering religious territory, especially when advising Hindus on what they should “improve” in their practices. Whether this is a reaction to previous backlash or a more conscious respect for traditions, it signifies a notable shift. Could brands be finally learning, or is the Hindu awakening bringing about this change?
Religion and the Need for Pride and External Symbolism
Part of the magic of any brand lies in its unmistakable symbols – think Apple’s apple, Nike’s swoosh, or McDonald’s golden arches. Religions, too, rely on visual cues to reinforce a sense of belonging. For Muslims, it might be the cap or beard; for Sikhs, the turban; for Christians, the cross. These symbols aren’t just decorations but expressions of pride, identity, and belonging.
Hinduism, by contrast, has seen a gradual marginalisation of its symbols in modern times. Where is the widespread pride in wearing a tilak, a bindi, or a dhoti? Once a norm, these symbols are now less commonly seen, often relegated to rural areas or festive occasions. Over time, the loss of these symbols erodes the pride and identity associated with Hinduism. It’s akin to a brand losing its signature packaging – the essence may remain, but the outward expression fades.
This poses a challenge for Hinduism as a “brand. ” Rituals and symbolism are tangible connections to faith, identity, and continuity. If there’s little pride in these symbols, what binds people to the faith in everyday life? Hinduism has a unique richness in external expression, but a revival of pride and respect for these symbols is essential to keeping it alive and vibrant.
Rigidity, Traditions, and the Challenge of Inclusivity
Every brand has its defining qualities and, sometimes, rigid practices. Think of a luxury brand like Rolex, which is unapologetically exclusive. Hinduism, on the other hand, often prides itself on being all-inclusive, adaptable, and tolerant. This flexibility has allowed it to survive and thrive over millennia but has also led to challenges. There’s often a fine line between adaptability and compromise, and Hinduism’s adaptability sometimes sees its traditions diluted or questioned in the modern age.
Hinduism could benefit from more “brand rigidity ” to strengthen its identity. Brands that stand firm on specific practices and beliefs evoke strong loyalty. Similarly, while Hinduism’s inclusivity is one of its greatest strengths, it doesn’t mean there should be room for watering down traditions or allowing others to repackage its core beliefs to fit a marketable narrative. Hindu followers need firmness to stand by their practices and pride to uphold them without apology or modification.
Awakening: Protecting Tradition in an Age of ‘Corrective’ Narratives
It’s no secret that Hinduism has often been the target of a “corrective” trend. Over recent years, brands and influencers have attempted to “modernise and contemporise” Hindu rituals, suggesting changes or highlighting “problematic” elements in festivals, dress codes, and ceremonies. The impact? Hindus are increasingly wary of outside interference and are learning to resist.
This year, the awakening among Hindus to protect their practices seems stronger than ever. There is a growing sense that Hinduism need not be “fixed”; instead, it deserves to be celebrated as it is, cherished for its centuries-old customs, and protected from well-meaning but misplaced external interventions. This awakening has shown brands that Hindus are no longer willing to passively accept opinions that tell them how to practice their faith.
Hindu need for rigidity and Fanaticism.
The secular, adaptive, inclusive approach, along with a fragmented internal ecosystem of mixed up, at times corrupted, misunderstood, adulterated, and improvised for regional suitability, has created multiple ways for the same festival rituals, practices and even the aarti and puja. I have experienced the difference in processes and items in central India, western India and Uttarakhand- so much so that suddenly one starts sounding offbeat and hesitating during Aarti. It is not new, but the Hindu religion needs multilingual but standardised practices that may be common and tailor-made for a region. However, too many external differences will continue to create trouble and lead to dilution with little defence. There is a sure need for a fanatic, maybe radicalised, defence of faith being questioned.
Faith, Ritual, and the Road Ahead
As a “brand, ” Hinduism has much to gain from embracing and expressing its core values. This doesn’t mean it should become rigid to the point of isolation but rather strike a balance between adaptability and unshakable pride. Hindus must regain pride in their external symbols—wearing the bindi, respecting traditional attire, or joyfully practising rituals.
Like a brand, religion thrives on its followers’ loyalty and pride. Current changes indicate that Hindus are more mindful of protecting their traditions, resisting unsolicited critiques, and fostering a strong sense of identity amid changing societal landscapes. The Hindu community is learning that their faith, like any beloved brand, is worth preserving, fighting for, and showcasing with pride.
In a world where brands have learned to respect the boundaries of religion, perhaps the most significant branding lesson is the Hindu awakening– an unspoken statement that faith and identity don’t need rebranding but recognition and reverence for what they are and have always been.
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