Insight by: Shubham Kukrety, co-founder and CEO at QuoteIt
Unusual scenes unfolded as India wrapped up its MahaKumbh, a significant Hindu gathering that occurs only once every 144 years.
Each day, an individual immersed himself in the waters at Sangam — the sacred confluence of the Ganga, Yamuna, and Sarasvati rivers — surrounded by several passport-sized images celebrating “Digital Snan,” representing digital nectar baths. A sprawling nine-acre camp provided visitors with a window into the history of the Hindu faith. Many families enjoyed a 360-degree virtual tour of the MahaKumbh via a VR box, along with packaged pure Sangam water delivered to their homes.
These moments marked a first in the known history of MahaKumbh, prompting an intriguing question: Does the merging of technology and tradition offer insights into India’s metaverse future? The answer is a resounding yes.
Faithful adoption of technology
India’s relationship with technology has always been distinctive, routinely leapfrogging traditional technology adoption cycles. The nation, for instance, quickly transitioned to mobile-centric digital experiences, often without many homes ever having a landline. As emerging technologies take hold, India is demonstrating its unique adoption trends.
In recent years, the digitization of religious experiences has seen a significant upswing in India. The VR Devotee app, launched in 2016, enabled virtual participation in rituals and festivals from over 150 temples. During the COVID-19 pandemic, user engagement on the platform surged by an impressive 40%.
The government recognized this trend and introduced “Temple 360” in 2022 — a web portal facilitating virtual darshan (viewing of deities) from major pilgrimage sites. When the renowned Puri Jagannath Rath Yatra occurred in 2020 without public attendance, millions tuned in to watch live online. This trend applied to nearly all pilgrimages across India.
What stands out about MahaKumbh?
Immersive technologies were harnessed at one of Hinduism’s most revered gatherings, which attracted over 663 million pilgrims. If such deep spiritual customs can adapt to digital experiences, it reflects a significant cultural preparedness for new technologies.
From doubt to advanced tech
As part of the Digital India initiative, AR/VR is openly recognized as an emerging technology alongside AI, blockchain, and 5G networks. This is backed by tangible actions.
The government has supported this initiative with the establishment of Centers of Excellence such as VARCoE at the Indian Institute of Technology Bhubaneswar and launched projects like IMAGE to nurture extended reality (XR) startups. In 2022, the MeitY Startup Hub collaborated with Meta to kick off the XR Startup Program, granting around 20 lakh Indian rupees (~$23,000) to 16 startups.
Recent: City adopts Avalanche blockchain for secure land records
The Uttar Pradesh government recently initiated a 3D VR experience center in Ayodhya. Numerous sacred sites, including Kashi Vishwanath Dham and Maa Vaishno Devi Bhawan, have already rolled out such immersive experiences.
This thoughtful strategy could act as a key driver for India’s XR adoption, leveraging the country’s rich cultural legacy.
Corporate leaders embrace immersive technologies
A clear marker of India’s readiness for the metaverse can be seen in its corporate environment. Reliance plays a pivotal role, led by Asia’s wealthiest individual, Mukesh Ambani. Recently, Jio Platforms entered into a significant partnership with Polygon Labs to integrate Web3 and blockchain features into its existing digital framework.
This collaboration is noteworthy as it potentially brings Web3 functionality to Jio’s extensive user base of over 482 million customers. Jio previously showcased its commitment to immersive technologies with the launch of “Jio Glass,” an affordable mixed-reality device tailored for the Indian audience. Furthermore, Reliance’s acquisition of Tesseract in 2019 and ongoing discussions with Meta highlight its strategic focus on immersive solutions.
The largest telecom provider in the country is making strategic investments in technologies that enable the metaverse, reflecting the promising future of digital experiences in India.
After its announcement with Polygon, Jio also launched its new JioCoin, marking a significant step for the Indian Web3 community. Additionally, the Indian Railway Catering and Tourism Corporation began issuing non-fungible (NFT) train tickets on the Polygon blockchain for passengers traveling to the MahaKumbh festival.
These ventures specifically chose Polygon for its rapid processing capabilities and low transaction fees — practical aspects that indicate a maturing blockchain landscape in India.
Varying viewpoints and the quest for mainstream success
Not everyone is persuaded that digitizing sacred experiences is a step forward. The “Digital Snan” service offered for 1,100 rupees at Sangam faced a considerable backlash online. Critics perceived such services as commercializing spirituality and turning sacred rituals into mere transactions.
Moreover, it has been over eight years since Pokémon Go captivated global audiences, highlighting AR’s potential to foster cultural movements that transcend demographics. Since that time, nothing of similar impact has emerged.
This void raises concerns about whether immersive technologies will achieve the same widespread adoption that smartphones enjoy today. Mall VR arcades may attract teens for a single experience, but consistent usage patterns have not yet developed outside of specific professional settings.
Signs of budding adoption?
What sets India’s potential metaverse apart from Western counterparts is its deep cultural roots that resonate with millions. While Silicon Valley tends to envision virtual workplaces and digital asset trading, India’s initial applications concentrate on democratizing experiences of significant cultural value.
This culturally anchored approach could ultimately prove more sustainable. By addressing authentic human needs — connections to heritage, involvement in shared rituals, and access to experiences that would otherwise be unattainable due to geography or physical limitations — India’s metaverse initiatives might unearth the elusive “why” that has hindered widespread adoption in other settings.
Insight by: Shubham Kukrety, co-founder and CEO at QuoteIt.
This article is for general information only and should not be construed as legal or investment advice. The views and opinions expressed here are the author’s own and do not necessarily reflect those of any affiliated organization.