SabA global Ayyappa conference took place on September 20th at Pamba, near Sabarimala. Did you hear about it? Most people didn’t. The event was organized by the Communist-led Kerala state government, a move that raised eyebrows across the political and spiritual spectrum. After all, this is the same government that, in 2019, facilitated the entry of two leftist women into the sanctum of Sabarimala, violating centuries-old traditions and sparking nationwide outrage. The Chief Minister’s decision to project that act as a progressive victory only deepened the wounds of millions of devotees. So why this sudden change of heart?

According to the state government, the objective of the conference was to spread the message of “Tatvamasi” (“That you are”) across the globe and position Sabarimala as a divine, traditional, and sustainable global pilgrimage destination. Noble words, no doubt. Strip away the rhetoric, and what remains is their claim: to “market Ayyappa around the world.”

Ayyappan is already revered globally. Our culture has never relied on branding, promotion, or conversion to spread its spiritual essence. Devotion flows organically, through experience, not campaigns. In any case, why this sudden love for Swami Ayyappan and Sabarimala?

The event was expected to feature academic discussions on the development of the temple area, aligned with the ₹1,300 crore Sabarimala Master Plan, focusing on spiritual tourism and crowd control. Now that makes some sense, doesn’t it? Terms like “Sabarimala Master Plan” and “spiritual tourism” give you a glimpse of what their real “master plan” behind the summit might have been. If that’s not clear enough, let me remind you: Sabarimala’s annual revenue is around ₹440 crore. Kerala’s temples collectively generate over ₹1,000 crores a year. They’re a cash cow for the state government, and everyone knows it.

I must say, the ways of Ayyappa are strange. Can you imagine a Communist Chief Minister quoting from the Bhagavad Gita? Well, Pinarayi Vijayan did, stumbling through a shloka from Chapter 12 with great difficulty. And if that wasn’t awkward enough, he went on to misquote a popular Ayyappa chant, embarrassing himself beyond redemption in front of the very devotees he was trying to impress. The icing on the cake was provided by Devaswom President who chanted Swamiye Saranama with clenched fists.

So once again, why this sudden affection for Hindu temples? With Kerala and Tamil Nadu heading into elections in eight months, the Kerala government seems desperate to win back its alienated Hindu voter base. This was, at best, a damage-control exercise, and it has fallen flat on their face.

The government had invited over 3,000 guests from around the world. The event was originally supposed to be inaugurated by M.K. Stalin, the Chief Minister of Tamil Nadu and head of a party that openly advocates for the “eradication of Sanatana Dharma.” But for reasons unknown, he backed out at the last moment. In his place, DMK minister Palanivel Thiagarajan, known for his hostility toward Hindu gurus like Sadhguru, was nominated instead.

To cut a long story short: the event turned into a major embarrassment. Barely 600 people attended. Images of empty chairs during the Chief Minister’s speech have gone viral on social media. And the cost? ₹7 crores. (See the below image)

Let’s hope the devotees of Ayyappa won’t be fooled by such theatrics anymore.

*****

HINDU ORGANISATIONS ORGANISED A RIVAL CONFERENCE WHERE BJP LEADER ANNAMALAI SPOKE. HUGE CROWD ATTENDED

Adding to the humiliation, a spontaneous event organized by a Hindu organization the very next day in Pandalam, home of Swami Ayyappan, drew thousands of devotees from across the globe (see the below image). The total expense for that event? Less than ₹10 lakhs.

—SUBHAM—

TAGS- AYYAPPA CONFERENCE.