From Temple Grounds To Ticketed Tours: The Commercial Rise Of Bhajan Concerts

For generations, bhajans have lived at the heart of India’s spiritual life,sung in temple courtyards, satsangs and community spaces, free of charge and driven by devotion rather than commerce. Today, that landscape is quietly but decisively changing. Across metros and tier-2 cities, and even among the Indian diaspora overseas, bhajan concerts are evolving into ticketed, professionally produced live tours, signalling a new chapter for devotional music in India.

What was once informal and donation-led is now emerging as a structured, scalable segment of the live entertainment economy. The shift is not merely commercial,it reflects a deeper cultural need. As modern life becomes faster, noisier and more fragmented, spiritual music is finding renewed relevance beyond traditional religious spaces.

Amar Sinha, Chief Operating Officer at Radico Khaitan Ltd., believes this resurgence is closely tied to emotional well-being. “Modern-day life has become too busy and stressful. Indians are by nature devoted and guided by faith. People increasingly seek solace through spiritual guidance and naam jap of the divine,” he says. “Bhajans and spiritual concerts, where collective chanting takes place, create powerful and positive vibrations. Unlike temples, which are bound by rituals, spiritual concerts offer freedom and accessibility. This trend is especially visible among younger audiences looking for peace and harmony in an otherwise stressful world.”

As audience demand grows, the scale of these events is expanding rapidly. Bhajan concerts are now being staged in auditoriums, stadiums and international venues, complete with ticketing, marketing, sponsorships and high-quality production,mirroring the format of mainstream music shows. This evolution has also brought long-overdue conversations around artist livelihoods and genre parity to the fore.

Violinist Sunit Bhuyan sees the moment as a corrective shift for the music ecosystem. “It’s time every form of music receives its rightful place and fair compensation,” he says. “Devotional music should not be limited to places of worship,it belongs on mainstream stages too. Music is universal; it connects deeply with people’s hearts and lives. Artists performing devotional music deserve the same access, sustainability and opportunities as those in classical, rock, pop or any other genre.”

Veteran bhajan singer Anup Jalota, widely regarded as the ‘Bhajan Samraat’, views the commercialisation of bhajan concerts not as a departure from tradition, but as its natural progression. “Bhakti has never been about where you sing,it has always been about intent,” Jalota says. “If bhajans are reaching larger audiences through ticketed concerts and tours, it only strengthens their purpose. A well-organised concert allows artists to sustain their craft while spreading spiritual values to more people. There is no conflict between devotion and professionalism, as long as the soul of the music remains intact.”

The rise of ticketed bhajan concerts points to a broader transformation within India’s devotional music economy,one where spirituality, sustainability and scale coexist. For audiences, it offers a more accessible and contemporary way to engage with faith. For artists, it brings recognition, fair compensation and longevity. And for the live entertainment industry, it marks the arrival of devotional music as a serious, evolving force,no longer confined to temple grounds, but confidently taking centre stage.