Coca Cola senior vice-president NN Singh at a Bodhgaya hotel during Pitripaksh. Picture by Suman

N.N. Singh, a senior vice-president of Coca Cola, India, has satiated the thirst of millions by offering them soft drinks. This time, however, he has come to this town on the banks of river Falgu to satisfy the souls of his departed parents.

“My parents died six years ago and I have wanted to come here to perform pinddaan for long. However, around this time of the year, I am usually in the USA,” he told The Telegraph.

This year, the corporate executive has, however, found time to come down to Gaya. “As a devout Hindu, I think this is an important ritual, which one should perform in one’s lifetime,” he said.

Singh is not alone. Sources said performing pinddaan and visiting the 17-day-long Pitripaksh Mela has become a fad for the urban rich and successful. Many of them have started to visit the temples and ghats of this historic city to take part in the rituals.

A.C. Agarwal, a builder from Mumbai, who has come to Gaya with his wife, said he had achieved success and felt obliged towards his ancestors.

“It is because of their blessings that I am doing so well in life. Hence, I think it’s important to do my bit by praying for their salvation,” said Agarwal.

Religious experts claim that according to Hindu beliefs, the soul of a human being lingers in the materialist world till pinddaan rituals are performed by his or her descendants. It is also believed that Lord Bramha performed the first pinddaan in Gaya.

Residents of the city claim that over the past few years, the number of rich and famous visiting the town during Pitripaksh Mela had increased steadily.

A priest said: “Despite the loss of the body in death, many souls are unable to attain moksha because of their attachment to their family members, friends, relatives and worldly pleasures. For them to get salvation, their descendants have to perform pinddaan, so that they can depart from this world in peace.”

He added: “In Gaya, pinddaan is performed at the footprint of Lord Vishnu on Akshya Bot, beside river Falgu.”

The festival has become so popular that it is attracting devotees not only from different parts of the country but also abroad.

Ramavatar Taiwala, a businessman from Dubai, has come to Gaya with his wife and children to perform the rituals. He said: “This ritual is not only for the good of the departed souls. This is also a way of acknowledging their significance in our lives.”

Mahesh Lal Gupt, another priest, said: “In the past few years more and more urban elite are flocking to the city to perform pinddaan. Gaya is a holy place for performing this ritual. We ensure that proper Hindu customs are maintained so that the souls of the departed get salvation.”

Nand Kishore Agarwal, a diamond jeweller from Jaipur, echoed Gupt’s sentiments. He said: “I knew about the significance of performing pinddaan at Gaya. It is important to offer your oblation to your ancestors, as they not only give us life but their blessings also help us achieve success. So, I took time out from my busy schedule to be here for these three days.”