The viral popularity recently acquired by Premanand Maharaj due to photos of celebrities visiting him has turned spirituality into part of pop culture. A similar trend is now observed regarding Kachhindi Dham, where the stories of Nim Karoli Baba's blessings are the focus.
The question arises: is people's faith sincere, or can social media and celebrity examples turn any place into a new 'hot spot'?
Kachhindi Dham is not a new religious site; this ashram, associated with Nim Karoli Baba, has been a center of worship for decades. However, its popularity has sharply increased in recent years. Following the viral spread of photos of Virat Kohli and Anushka Sharma visiting Kachhindi Dham in 2022, its fame grew. Previously, the place also gained global recognition through stories about Nim Karoli Baba that were linked to Steve Jobs and Mark Zuckerberg.
When 'Hanuman Ansh' presented the Baba's story on the big screen, this topic became accessible to the general public. According to one report, only in the first six months of 2026, about 2.434 million people visited Kachhindi Dham, whereas the annual figure in previous years was approximately 800 thousand visitors.
The situation has now reached a critical point: finding accommodation in Kachhindi Dham has become impossible. On October 3, pictures of crowds and long queues from the gates to the highway were published. Reports indicate that managing the flow of visitors has become difficult, and surrounding roads are under severe pressure. As early as June 15, the anniversary of Kachhindi Dham's founding, over one hundred thousand pilgrims were expected to arrive.
In this atmosphere, actress Rashmi Desai also visited Kachhindi Dham to receive Nim Karoli Baba's blessings before the start of her new show 'Sayoni'. The involvement of the 'Hanuman Ansh' team with Kachhindi Dham is constantly being discussed. Thus, whether it is a new film, a new show, or a new phase in life, seeking the Baba's blessings is now reflected in the images of the glossy world.
The modern era is characterized by the fact that when a celebrity visits a temple, photos appear, videos go viral, and then thousands of people start heading to the same place. Social media has also given a huge boost to Premanand Maharaj's popularity. One report noted that after 2024, his social media reach significantly increased, linking his popularity to the spiritual phenomenon of the digital age.
A similar pattern is observed with Kachhindi Dham: first, a visit by a major personality, then discussion on social media, followed by a film or viral content, and only then does the frenzy among those wishing to visit the place begin. After the success of 'Hanuman Ansh', this connection has become even more obvious. Film director Vishal Chaturvedi had to appeal to people on October 5 to inquire about the crowds before traveling to Kachhindi Dham. He also advised visiting other places associated with the Baba.
Undoubtedly, not everyone who goes to Kachhindi Dham does so to follow a trend. For some, it is many years of devotion; for others, it is the search for peace of mind, and for some, it is true faith in the Baba. However, when celebrities, social media, cinema, and viral videos participate simultaneously in the identification of a religious place, the line between faith and trend becomes blurred.
Perhaps this is the new face of today's spirituality: previously, people went to places hearing about their greatness, but now the place often appears on screen, and only then does the person travel there. Kachhindi Dham seems to be the most interesting illustration of this changing period. The question is not only why the crowd is growing, but whether we are seeking faith or merely the trend of that faith.