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Quick-commerce platform Blinkit is now selling 100 ml bottles of "Sangam Jal" for ₹69, claiming it is sourced from the sacred confluence of the Ganga, Yamuna, and the mythical Saraswati in Prayagraj. The listing has sparked a mix of amusement, scepticism, and debate, with many questioning whether the water truly comes from the holy site or is just a clever marketing gimmick.
The Economics of ‘Sacred Water’
The commercialisation of religious items is not new, but the pricing and sourcing of this product have drawn fresh scrutiny. As per industry practices, a single drop of authentic Sangam water is often added to regular bottled water, allowing the entire batch to be marketed as “Sangam Jal.” This dilution method has been widely used in the sale of Ganga Jal, and it appears to be in play here as well.
The price disparity is staggering:
1-litre Bisleri water = ₹20
1-litre Sangam Jal (based on 100 ml pricing) = ₹990
That’s 4,850% more expensive than regular packaged drinking water! Even more concerning is that the product does not specify if it is fit for consumption, raising questions about its quality and safety standards.
The Business of Belief
Faith-driven commerce is a highly profitable industry in India. Entrepreneur Namanbir Singh, Founder of SHIELD-INDIA, shared his thoughts on LinkedIn, saying:
“You can be a trillionaire in India if you build a business on faith.”
He further pointed out that, assuming 99% of the product is just normal water, its cost of production should be similar to a regular bottled water product.
With a potential revenue of nearly ₹1 crore if just 1 lakh bottles are sold, this product showcases how faith can be turned into a multi-crore business. As a viral post humorously summed it up:
"It’s a pure ‘15 din me paise double scheme’" (a reference to get-rich-quick schemes).
Faith: Priceless or Profitable?
This controversy raises a larger question—where does commerce end and faith begin? While people have bought holy water for centuries, the premium pricing and uncertain sourcing of Blinkit’s Sangam Jal highlight the fine line between devotion and business exploitation.
