Delhi-Gurgaon commute, in its truest sense, demands patience. A test of endurance, an exercise in shared suffering. You sit, you wait, you form a silent kinship with fellow travelers who have been with you for the last three kilometers and thirty minutes – same cars, same exhausted faces, same dull acceptance of fate. The only thing moving is the digital meter in the auto-rickshaw ahead. Progress is a myth; movement, an illusion.
And then, like an apparition through the smog, he appears. A guru. Just not the Himalayan kind. No saffron, no matted hair – just polyester, sandals, and the dead-eyed determination of a man with quotas to meet. In one hand, a tin can. In the other, a laminated image of God, edges curled from years of handling. But it is what dangles from his neck that catches my eye. A QR code.
Faith, now contactless. God, available on Paytm.
He stops by my window, shaking the can with the practiced rhythm of a man who has done this dance a thousand times before. I wonder if he takes Bitcoin.
Spirituality was once a personal pursuit. Now, itâs an industry, complete with market segmentation. The man at my window is not alone. They are everywhere. On the roads, on our screens, in our inboxesâself-anointed prophets of wisdom and wealth. Some sell salvation for spare change. Others package it into online courses and e-books, their gospels retweeted into virality. He asks for âš10, they ask for âš10,000, but the promise is the same: salvation in installments.
Once, wisdom was sought in silence, whispered beneath banyan trees or written in palm-leaf manuscripts, passed from teacher to student in an unbroken lineage of learning. Knowledge was slow, earned, pondered. The rishis of the Upanishads spoke of self-inquiry, of shedding illusions, of seeking truth in austerity. The guru was not a businessman, nor a brand.
But time has a way of rewriting scripture.
Even the British were not immune to Indiaâs spiritual salesmanship. In the late 19th century, Swami Vivekananda took Vedanta to the West, standing before an American audience that had never heard of Advaita but was eager to buy wisdom from the East. His words – eloquent, electrifyingâsold a vision of India as the land of spiritual treasures, an antidote to the industrial Westâs material excess. A hundred years later, Osho would refine the formula, packaging enlightenment with a Rolls-Royce.
Then came Yogananda, whose Autobiography of a Yogi became the gospel of the Silicon Valley elite, a book that Steve Jobs reread every year like a financial report. What was once whispered in caves became a keynote speech at a wellness summit in San Francisco. The rishi became a brand, and self-realization became a best-seller.
And then, the real breakthrough: the algorithm.
The rishis once meditated in the forests for decades. Now, enlightenment arrives in 15-second clips between a Tesla ad and a protein shake sponsorship. Todayâs gurus do not sit in Himalayan caves. They sit before ring lights, recording reels on dopamine detoxing and circadian rhythm optimization. Their lectures are not spoken in temples but broadcast in high-resolution, complete with thumbnail clickbait:
“This ONE habit will rewire your brain for success!”
If Vivekananda spoke of self as infinite, todayâs gurus speak of the self as a biohacking project. If Yogananda sold enlightenment in books, todayâs gurus sell neuroscience-backed morning routines. If Osho built communes, todayâs gurus build subscription-based wellness ecosystems.
Enter Andrew Huberman, the new-age rishi with a PhD, whose gospel is dopamine fasting, sunlight exposure, and cold plunges. His sermons arrive not through disciples, but through clips clipped by faceless Twitter accounts with handles like @PeakMaleOptimizer. Every “high-value man” swears by him.
“Huberman says five minutes of morning sun will fix my sleep cycle.””Huberman says an ice bath will turn me into a monk.””Huberman says I should delay my coffee by 90 minutes. This, I cannot forgive.”
And lo, the commandments are followed.
The new guru does not tell you to renounce the world; he tells you to “hack” it. No meditation, just “habit stacking.” No enlightenment, just “high-performance optimization.”
The forest has been replaced by a YouTube studio. The sacred chant has been replaced by ‘Like, Comment, Subscribe.’ The student has been replaced by a 30-day free trial.
Knock on the window brings me back to reality. The guru stares at me expectantly. I have no cash, just a phone full of financial wisdom threads and life-coaching reels. I scan the QR code. A second later, my karma is processed.
The car behind me honks. The light has turned green. Movement! A miracle!
I put my phone down. The LinkedIn prophet has posted again. “Your network is your net worth.”
Is it spirituality anymore, or just capitalism with a wellness filter?
The traffic inches forward. I still donât have the answer.
But at least Iâm moving.