Merchandise, a click away

The devotion for Lord Jagannath is not limited to the Grand Road of Puri or telecasts on television sets across the globe this year.

With Internet connectivity, devotees far away from the venue, can get a glimpse of the Holy Trinity just at mouse click.

Rath falls on Sunday this time giving many a scope to watch the event coverage peacefully on television. However, those missing out on rath yatra coverage on their TV sets can always opt for live streaming that many websites of Odisha, including the tourism department, and others such as www.fullodisha.com are offering.

Various other websites of spiritual devotional throughout India and abroad, too, are showcasing live footage of the rath yatra proceedings.

“Many devotees who are busy outdoors may use their dongle or Internet on phone and watch the event live on our site,” said state tourism director Manoranjan Patnaik.

Bulu Patnaik, an Odia corporate professional based in Bangalore, who runs fullodisha.com said they have been giving live updates with streaming since a couple of years and are happy that many devotees choose to watch it online.

Social networking sites are also connecting the Jagannath followers round the globe.

On different forums named after the deity, there are discussions, sharing of spiritual anecdotes and images of rath yatra and Jagannath culture.

One of the most popular online trends is shopping. While the Odisha tourism recently launched free T-shirts for tourists, many creative youngsters and graphic artists as well as online shopping sites offer a wide range of merchandise that have striking designs of the three chariots and Lord Jagannath on them.

From wall clocks, mobile cases, T-shirts to framed art prints have been developed by artists, for instance the well-known Mumbai-based Kapil Bhagat.

While some are quite affordable others are priced between $15 and $35, clearly aiming at an international clientele. However, not all online trends are finding appreciation among the people from the Lord’s land.

“It is true that Lord Jagannath belongs to everyone. But using the deity as a brand for online business purposes does not seem fair,” said Akshay Mishra, a youth of Puri.