Hindu devotional music wins over India's youth

Young people in New Delhi are attending music festivals featuring bhajans, Hindu devotional songs, which are gaining popularity among Generation Z. The Sanatana Journey festival has organized events called Bhajan Clubbing, transforming traditional bhajan singing into concert-style performances.

The festival aims to provide young people an alternative social activity to clubs, without alcohol consumption. Attendees participate in groups, share stories, and engage collectively in the devotional music experience. Bhajan Clubbing has been designed to appeal to youth by combining devotional content with the atmosphere of a music concert. The initiative is inspired by international concert experiences, adapted to India’s devotional music context.