Jews in Israel send their prayers by SMS to rabbis, while the Vatican hands out Pope's "Thought of the Day" through SMS, and a desi mobile company in Mumbai has started a service through which people can send prayers by sms to a Lord Ganesha Temple.
Even the new age gurus are not far behind in using the mobile platform to spread their message. Deepak Chopra is offering his "The Seven Spiritual Laws" in the United States in the form of quotes, inspirational messages, images and tips for a healthy living.
It is not just the content and service providers that are catering to the religious tastes of the customers but also the mobile set manufacturers. In Gulf countries, some companies make phones that indicate the direction of Mecca for praying.
The phones even come with pre-recorded prayers. "The affinity for religious ring tones and ring back tones is growing in India. Traditionally this was on physical formats like cassettes and CDs but with mobile subscribers growing fast, the existing market base is also expanding,"
according to Mandar Thakur, general manager of Soundbuzz India - a company that is involved in the digital distribution of ring tones and ring back tones to various operators.
"For people who hear devotional music - the mobile phone has today become a direct way of carrying their beliefs and faiths with them," he says.
According to Thakur, "The devotional category is currently small in the range of 1.5 per cent to 2 per cent of the total ring tones market, but it is the ring back tones category that is witnessing the most action."
The ring back tones total for about 10 per cent of the total sale of ring back tones by Soundbuzz and this introduced only 3 months back! "We expect the devotional ringback tones to grow to about 20 per cent by first quarter next year," Thakur says.
Although the trend towards religious quest on mobile phones was not started in India, all indications point to the fact that the Indian mobile user is fast lapping up this concept of taking God along with him wherever he goes.
While major mobile content providers are offering religious wallpapers and devotional ring tones, others are providing services like Gurbani and other prayers that subscribers can listen to by dialling to their service.
According to an Indiatimes sms official, the leading mobile content provider in India, there has been an exponential growth in the demand for religious wallpapers and ring tones. Devotional tones are especially popular.
'Gayatri Mantra' is the highest and hottest seller in both the ring tones and ring back tone category followed by 'Hanuman Chalisa'. Some of the other tones that are very popular are 'Jai Ganesh', 'Shiv Stuti' and 'Gurbani'.
The demand for religious wallpapers is next only to Bollywood and it is growing. Lord Ganesha being the most popular deity. Even religious television channels in India are not far behind in bringing the godly advise on the humble handset.
Some of them are providing SMS service by which viewers can ask their gurus for some advice on spiritual or personal aspect of their lives. These channels have an impressive line up of Godmen who will answer your queries. Just send an sms!
Religious chain messages in India are a rage too. Earlier, people used to send postcards with religious messages, asking recipients to forward them to other people for luck. Now SMS is fulfilling that need.
Vaishali Dar who is a great devotee of Shirdi Sai Baba tends to receive at least one SMS every fortnight from one of her many friends who asks to forward the same to other people ranging from 5 to 21, to bring her luck, and she does it religiously.
"You see, I know that Sai Baba or Lord Ganesha may not get angry or curse me if I do not forward the message, but I still do it because I see no harm and I don't mind spending a few rupees on it" she says.
While the mobile user in India is happy with what he is getting and craving for more, it is the mobile content and service providers that are praying all the way to the bank.
