MC Project Report Group-03 MBA 2015-18

MC Report Balaji-Mehandipur Group-3 MBA 2015-18 IIFT
MANAGERIAL
COMMUNICATION
-Project Report
Balaji - Mehandipur
How services sector influence economies?
Group # 3
Roll Nos. 20, 22, 28, 40
M.B.A (IB) 2015-2018
Indian Institute of Foreign Trade, New
Delhi
1
Table of Contents
1. Abstract............................................................................................................. 4
2. Introduction....................................................................................................... 4
3. Literature Review............................................................................................... 5
4. Research Methodology....................................................................................... 5
5. Background........................................................................................................ 7
6. Analysis and Discussion..................................................................................... 8
6.1 Economic activities in and around the Balaji-Mehandipur temple................9
6.2 Influence on the local economy..................................................................11
7. Conclusion....................................................................................................... 12
8. Appendices...................................................................................................... 13
8.1 Appendix 1: Details of the Project Group....................................................13
8.2 Appendix 2: Glossary of terms....................................................................13
9. Bibliography..................................................................................................... 14
2
Table of Figures
Figure 1: Balaji-Mehandipur Deity..........................................................................7

Figure 2: A souvenir shop.................................................................................... 10
3
1. Abstract
This project report is aimed at studying the economic impacts of the

activities in and around the Balaji-Mehandipur temple and to
analyse the influence of the related services on the local economy.
This report includes a background to the Balaji-Mehandipur temple
and then discusses the socio-economic impacts of the temple in the
local area.
2. Introduction
Since time immemorial, India has been a land of spirituality,

religions and places of worship. With the advent of 21 st century,
various places of worships such as prominent temples have
undergone various organisational and structural changes in order to
keep up with changing needs of the devotees and also maintain to
their relevance in the modern era. These changes have been largely
part of overall socio-economic changes of the Indian society as a
whole. In the last three decades, India moved from being a socialist
economy to a consumerist and capitalist economy. And quite
understandably, the temples also adapted to these changes by
welcoming all kinds auxiliary services and economic activities to
become parts of their ecosystem.
Religious tourism and temple economy have now become important

parts of the economic and social set up of India. Religious
organisations in India not only operate as business organisations,
but their 'business model' has seen diversification of activities to
retain the loyalty of their followers and attract new devotees Iyer
(2011).
One of the major places of worship in India, which as transformed

itself in to a major religious and economic centre is Balaji temple at
Mehandipur. It is now bustling town around the temple with lot of
4
economic activities in place. The services provided by different
entities around the temple have influenced the local area and has
transformed the socio-economic character of the town.
This report contains the analyses of socio-economic impacts of

Balaji-Mehandipur temple on local and regional economy.
5
3. Literature Review
The research on this topic comprised of going through various

existing articles, web pages and other research materials such Ph.D
dissertations. Even though there has been lot of work produced in
the form of research articles on temple economics or influence of
temple services on the local economy, there is less amount of
related literary work available with regards to Balaji-Mehandipurs
economic influences. However, we have found sufficient references
and studies available on various portals, academic sites. In this
section we would like to highlight some of studies about
Mehandipur Balaji Temple. In PhD dissertation, Rufin studied rise of
miracle shrines and compare rise of two Balaji temples Salasar &
Mehandipur and argues that neoliberal rise of middle class in turn
raised importance of these two sites. Rufin (2013)
Another study argues how pilgrimage, whether religious or secular

is resurgence across world and is impacting local social-economic
structures. Vijayanand (2012)
4. Research Methodology
On the basis of existing literature, this report takes in to

consideration more of qualitative data than quantitative in order to
meets its objective. Our research on the topic comprises of
inferences taken from various existing research works, articles,
online pages and dissertations. The unavailability of relevant
quantitative data related to this topic is a limitation but there are
sufficient qualitative data resources, which have been consumed in
order to produce this report. The methodology of our research
included various activities such as identifying relevant literature,
which would support our discussion on the topic and would help us
to clearly analyse our findings. Even though the amount of
literature on the subject is limited, we have tried to relate different
6
aspects of temple economics with our study. Information on
different economic activities around temples available from various
resources have been thoroughly analysed in order to understand
how it affects the economy of the local area and it what manner. Off
course, availability of relevant empirical or quantitative data would
have further enforced our report/study.
7
5. Background
Mehandipur Balaji Temple is well

known Hindu temple in Karauli
District of Rajasthan. It is
dedicated to Lord Balaji which is
another name of Hindu God
Hanuman - the symbol of
courage in Hindu mythology.
According to legends, the deity in

this temple has divine power to
cure a person possessed with evil
spirit. One can also say that Shri
Bala Ji Maharaj saves his
devotees from unfavorable graha
dashas, that is the planetary
configurations. Rufin (2013)
Long ago the image of Lord Balaji and even that of Pret Raja - the
King of spirits appeared from the Arawali hills. Since then, the
people suffering from malignant spirits and black magic or spell get
their relief when they make an appeal here at the temple for relief
to Shri Bhairav ji and Shri Pret Raja - the King of spirits appeared
from the Arawali hills. Since then, the people suffering from
malignant spirits and black magic or spell get their relief when they
make an appeal here at the temple for relief to Shri Bhairav ji and
Shri Pret Raj Sarkar who holds this court and awards punishment to
the malignant spirits, ghosts, goblins, ghouls, evil eyed witches, etc.
Many pilgrims come here from different states of India to get rid of
their physical problems. Hundreds of 'Sankatwalas', as the
possessed people are referred to in local lingo, throng to the temple
every day to offer prayers and have 'darshan'. The temple has also
become a home and the last respite for the victims. The 'Mahant' of
the temple, Shri Kishor Puri Ji, prescribes the treatment to
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Shankatwalas. It usually includes reading holy texts and even
follows a strict vegetarian and simple diet, and even afflicts physical
pain to ones body. The temple is located 3 kms away from Agra
Jaipur National Highway. It is connected to railway by nearest
Bandikui railway station.
6. Analysis and Discussion

Figure 1: Balaji-Mehandipur
Deity
Twenty years ago Mehandipur
had scarce economic activities going. At present, lot of economic
activities can be seen in and around the temple. When asked how
this change came about, many devotees cite the availability of
dharmsalas in Mehandipur and the general availability of facilities,
such as places to eat, which make a long foot journey seem
plausible. This section will discuss how the economics of property,
and the infrastructure built upon it, has helped produce the
infrastructure for a pilgrimage destination.
The historical backdrop of this study starts in 1990, when affluent

merchants acclaimed Mehandipur-Balaji and certain nearby deities
like Salasar-Balaji as their hereditary guarantors of prosperity. These
merchants also started urban devotional organizations based on
their prior social and economic relationships. In the years of
neoliberal reform, their prosperity and pious donations to the local
rulers, the Brahmins, spurred stories about miracles. This led to a
new tradition of long pilgrimages on foot among farmers and people
from the region surrounding Mehandipur, which consequently, led to
various economic activities around the temple. Rufin (2013)
In the later 1990s and beyond, these later shrines benefited from
the increasing presence of moneyed visitors from cities, along with
the populace from the surrounding countryside. These locals had
heard of the miracles of Marwari prosperity, and they were also
participating in the broader societal popularization of magical
remedies for daily troubles. Given this apparent growth industry
for faith healing shrines, it would not be surprising that many
aspiring healers were starting up their own ventures, typically
9
modest operations in their homes that they subsequently expanded
as attracted a clientele.
From the early 1990s on, testimonies of miracles of prosperity and

wellbeing, in tandem with socioeconomic developments that
affected the local community as a whole, propelled Mehandipur as a
popular pilgrimage shrine.
There were also some larger changes going on in the early 1990s
that helped attract merchants to this previously very small shrine.
As is generally known, under neoliberal reforms taxes and
regulations on factory production, business transactions,
international trade, and personal income were lowered in varying
degrees as the government gradually privatized its formerly
commanding role in the economy. This process has continued to the
present day, in alignment with the free-market policies of the
International Monetary Fund. During these years, there was also a
growing middle-class and high-class interest in previously obscure
or lower-caste deities, and gurus channelling those deities, as they
assured miracles for prosperity and wellbeing.
The rise of pilgrimage has provided employment for the locals from
surrounding villages who serve as clerks in the pujaris shops near
the temple
Although the temple is officially the property of Balaji, the pujaris

have the advantage of being its hereditary managers; hence, they
also run the temples guiding committee, which has allowed them
to control how the surrounding property is to be used. In addition to
the shopping area, the temple owns farmland that provides food for
local Brahmins and their employees. A very generous hereditary
rental arrangement with the temple allows the pujaris to keep
paying historically low rents (in effect, a kind of rent control) to the
temple for their shop spaces.
Nowadays, because of the influx of visitors, the actual value of the

land far exceeds what the pujaris are paying the temple in rent.
Purchasing a space near the temple purportedly surpasses the rate
of rupees per square foot that they say is the norm for highly
desirable farmland sold for industrial development in Gurgaon
10
District, which is adjacent to Delhi. Like employment, the fantastic
rise in Mehandipur real estate values is ascribed to the blessing of
Balaji, the presiding kuldev. Rufin (2013)
6.1 Economic activities in and around the Balaji-Mehandipur

temple
Mehandipur Temple plays a vital role in narrowing economic

imbalance. Most of town is not developed and it does have no core
competence or business to survive. Mehandipur Temple provides
business and employment opportunities to local population helps to
take care of their requirements.
Local who work in Mehandipur consider their jobs to that of blessing

and are dependent on pilgrimage industry. Despite being famous
deity, Mehandipur continue to be a commuter town where most of
visitors are from nearby towns, cities and states. Rufin (2013)
Shops selling religious supplies and souvenirs in the vicinity of the

temple have proliferated outwards along the roads that bring the
pilgrims here. Near the temple, the shops, which are aimed at
pilgrims, sell coconuts,
curma (the Rajasthani sweet), and other
supplies for ritual offerings, as well as religious-themed toys,
devotional CDs, framed portraits of deities, and ritual handbooks.
The most popular items appear to be orange plastic flying Hanuman
figurines to be hung from car rear-view mirrors, along with bearded
Balaji images to be installed on the dashboard (which are useful as
a guarantee against road accidents, insofar as many Indians have
little sense of need for seatbelts), and neck pendants depicting a
troll-like Balaji face to keep away evil influences.
Other shops sell meals, soda pop, ice cream, shampoo, and other
goods desirable to visitors. As we move away from the temple, we
find hardware stores, photo studios, bicycle repair shops,
pharmacies, and other establishments geared more to locals. Side
streets reveal the impressive new homes of the pujaris before
11
extending into other caste-specific neighborhoods in which older
homes predominate, and beyond them expanses of scrub.
Figure 2: A souvenir shop

Besides shops, Dharmashalas, hotels and administrative offices,
most of town remains in its original state without much
development. Rufin (2013)
6.2 Influence on the local economy
It has been identified that there is an immediate impact on the local

environment due to the direct contact of the visitors with the
religious institutions, and also an indirect impact on the local
economy and the society. First and most obvious impact is through
the visits to the religious site and the visitors contact with the
religious institutions. Also, the holy sites are often surrounded by
religiously orientated businesses and facilities, such as souvenir
shops, travel agencies, hotels and even hospitals, providing
employment for the local community. A major source of revenue is
the sale of religious souvenirs, for example prasad, holy books and
12
souvenirs. Sale of these brings in considerable revenue, which in
turn has economic impact such as job creation, population growth
and infrastructure development. Mehandipur Temple is contributing
both directly and indirectly towards these socio-economic
developments in the local area.
13
7. Conclusion
The study has demonstrated that the social significance of religious

tourism, measured in terms of employment (especially unskilled
labour), is very large. Mehandipur Balaji Temple continues to have
positive impact through creation of job. Tourist spending are spread
in different sectors and it brings multiplier effect through
contribution to local wealth and economic development.
The importance of increase in visitors as an economic, social and

spatial phenomenon cannot be ignored. However with positive
impacts, there is a need to keep a watch on following factors which
are natural to arise due to increase in visitors and economic growth:
- Spending on cleaning garbage collection
- Water disposal lighting
- Price of real estates
- Competition for the use of land
- Segregation between tourists and locals
- Retailers and suppliers increase the prices of goods services
It is often necessary, to develop and implement policies that take

advantage of the potential benefits of increase in visitors in
socioeconomic development. In most cases, this is simply a matter
of increasing awareness so that the joint benefits to tourists and
local communities can be factored-in at the planning stage. In yet
other cases, affirmative action may need to be taken to capture the
benefits. In conclusion, Mehandipur Balaji Temple study
demonstrates that there is a strong case for considering religious
tourism as an important sector in socio-economic development.
14
8. Appendices
8.1 Appendix 1: Details of the Project Group
Roll Name Email ID

No.
20 Mohammad Nadeem Badr mohammad_p18@iift.ed
u
22 Neeraj Kumar Sharma neeraj_p18@iift.edu
28 Ramrao Babarao Patil ramrao_p18@iift.edu
40 Yogendra Singh yogendra_p18@iift.edu
8.2 Appendix 2: Glossary of terms
Curma: A kind of sweet consisting of flour and sugar that is popular

in northeastern Rajasthan, and often offered to the divine.
Darsan: Divine audience; coming before the image of a deity.
Dharmsala: A rest house for pilgrims.
Kuldev: A hereditary lineage god; normally any family has only one
kuldev.
Kuldevi: A hereditary lineage goddess; a family may have one

kuldev and one kuldevi.
Mahant: A religious leader; in this context, the hereditary caretaker

of Mehndipur Balaji's temple.
Pujari: A priest, most often of the Brahmin caste.
Sakatvala: person who is afflicted with spirit possession.
15
16
9. Bibliography
RUFIN (2013)Gods for the modern era: The rise of miracle shrines
in northwestern India by Saul, Rufin Jamey, Ph.D., UNIVERSITY OF
MICHIGAN, 2013, 585 pages; 3636658
http://gradworks.umi.com/36/36/3636658.html
VIJAYANAND (2012) Socio-Economic Impacts in Pilgrimage Tourism

by S.VIJAYANAND* - International Journal of Multidisciplinary
Researchhttp://www.zenithresearch.org.in/images/stories/pdf/2012/J
an/ZIJMR/24%20S%20VIJAY%20ANAND%20tourism.pdf
IYER, S, (2011) Religion is big business in India: study Deccan

Herald. [Online] 24th March 2011. Available from:
http://www.deccanherald.com/content/148345/religion-big-business-
india-stu [Accessed: 19th Sep 2015]
17

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MC Report Balaji-Mehandipur Group-3 MBA 2015-18 IIFT

Figure 1: Balaji-Mehandipur Deity..........................................................................7

This project report is aimed at studying the economic impacts of the

Since time immemorial, India has been a land of spirituality,

Religious tourism and temple economy have now become important

One of the major places of worship in India, which as transformed

This report contains the analyses of socio-economic impacts of

The research on this topic comprised of going through various

Another study argues how pilgrimage, whether religious or secular

On the basis of existing literature, this report takes in to

Mehandipur Balaji Temple is well

According to legends, the deity in

6. Analysis and Discussion

The historical backdrop of this study starts in 1990, when affluent

From the early 1990s on, testimonies of miracles of prosperity and

Although the temple is officially the property of Balaji, the pujaris

Nowadays, because of the influx of visitors, the actual value of the

6.1 Economic activities in and around the Balaji-Mehandipur

Mehandipur Temple plays a vital role in narrowing economic

Local who work in Mehandipur consider their jobs to that of blessing

Shops selling religious supplies and souvenirs in the vicinity of the

Figure 2: A souvenir shop

6.2 Influence on the local economy

It has been identified that there is an immediate impact on the local

The study has demonstrated that the social significance of religious

The importance of increase in visitors as an economic, social and

- Spending on cleaning garbage collection

- Water disposal lighting

- Price of real estates

- Competition for the use of land

- Segregation between tourists and locals

- Retailers and suppliers increase the prices of goods services

It is often necessary, to develop and implement policies that take

8.1 Appendix 1: Details of the Project Group

Roll Name Email ID

8.2 Appendix 2: Glossary of terms

Curma: A kind of sweet consisting of flour and sugar that is popular

Darsan: Divine audience; coming before the image of a deity.

Dharmsala: A rest house for pilgrims.

Kuldevi: A hereditary lineage goddess; a family may have one

Mahant: A religious leader; in this context, the hereditary caretaker

Pujari: A priest, most often of the Brahmin caste.

Sakatvala: person who is afflicted with spirit possession.

VIJAYANAND (2012) Socio-Economic Impacts in Pilgrimage Tourism

IYER, S, (2011) Religion is big business in India: study Deccan

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