Whereas dwelling within the U.S., the Trivedi household was in search of an answer to observe a ritual follow of worshiping at considered one of India’s Jyotirlingas — a holy illustration of the Hindu god Shiva. After looking out on YouTube for tactics to supply flowers and different objects ceremonially on the Indian temple one Sunday in 2023, the household discovered a video about an rising devotional app referred to as Sri Mandir.
The app gives personalized movies of ceremonial prayers from greater than 50 Hindu temples in India and permits customers to take part in prayers, provide donations, and entry devotional content material just about from their iPhone or Android smartphone. That’s precisely what the Trivedi household was in search of.
It’s been a few yr, and the Trivedis are nonetheless utilizing Sri Mandir. One member of the family informed TechCrunch that the app helps customers do last-minute prayers and donate cash to the temple of their religion, even whereas residing removed from their house nation and has entry to native temples and monks. Nevertheless it comes with a reasonably excessive value: The typical month-to-month spend on Sri Mandir exterior India is $100.
“Sri Mandir just translates rupees into dollars and costs a whole lot of money, which makes it an ultra-premium app, not for everyone with a low budget,” the consumer stated.
The app faucets right into a rising want. As a part of their years-old rituals, Hindus worldwide typically go to temples of the gods and goddesses they observe, provide donations, and take part in prayers in quest of peace, well-being, or higher relationships. Nevertheless, entry to devotional companies and spiritual info largely had been largely offline and unorganized in India.
Serial entrepreneur Prashant Sachan, who comes from a village close to Uttar Pradesh’s industrial metropolis Kanpur and beforehand co-founded social commerce startup Trell, based Sri Mandir’s dad or mum firm, AppsForBharat, in November 2020. He was seeing even folks from rural India starting to come back on-line, however seen nation’s devotional practices remained steadfastly offline.
“When I started experimenting, devotion was one behavior that I started thinking about because we thought this deserved the kind of attention that it hasn’t gotten,” Sachan stated in an interview.
The three-year-old app boasts greater than 30 million downloads since 2020, and simply opened its entry to markets exterior India in January. Since then, Sachan informed TechCrunch, the app has grown 25% to 30% month-on-month and garnered 500,000 registered customers and a couple of.5 million installs exterior India. Most of its world viewers comes from the U.S., adopted by Canada, the U.Okay. and the Center East.
Sachan stated the primary customers of Sri Mandir exterior India are first and second-generation Indian-Individuals who don’t typically go to temples in India however wish to connect with their roots.
This world footprint has helped Sri Mandir develop its revenues, which it generates from the small-ticket transactions customers make via the app by providing prayers and donations. At the moment, 25% Sri Mandir’s complete income comes from exterior India.
Alongside enabling customers to attach with the temples of their religion, Sri Mandir helps monks in these temples get extra devotees, finally permitting them to earn more cash. By dedicating 5 to 6 hours every week to the app, a priest usually makes about 25% to 30% greater than their common revenue from each day operations.
Manoj, a priest at Trimbakeshwar Shiva temple, situated within the city of Trimbak in India’s western state of Maharashtra, informed TechCrunch that Sri Mandir helps devotees, even those that aren’t bodily match however eager to take part in occasional prayers.
The priest will get 40 to 50 devotees via the Sri Mandir app weekly. He famous that the app additionally helps monks get extra funds from devotees — the app fees particular person customers even for group prayers, whereas teams visiting the temple in particular person might not all pay individually. Manoj acknowledged, nonetheless, that it lacks the divine vibe that folks get by bodily being at a temple. He in contrast it to the distinction between taking medicines at house and getting full therapy after being admitted to a hospital.
AppsForBharat now hopes to assist Sri Mandir attain extra much more customers. The Bengaluru-based startup has raised $18M in a Sequence B spherical led by Indian billionaire and tech veteran Nandan Nilekani’s Fundamentum Partnership.
Probably the most downloaded app for Hindus
Sri Mandir will not be alone available in the market of devotional apps within the nation: DevDham, Vama.app and Utsav provide related choices.
Nonetheless, with 30 million downloads since 2020, Sri Mandir is the one Hindu-focused app among the many high 100 most downloaded devotional apps on the earth, in response to Sensor Tower knowledge shared completely with TechCrunch.
Bhagavad Gita in Hindi (2 million downloads) and Sanatan (2 million) are the opposite most downloaded world Hindu devotional apps since 2020, per Sensor Tower.
That stated, Sri Mandir is way behind globally in probably the most downloaded devotional apps. In keeping with Sensor Tower, YouVersion Bible App (274 million downloads), Muslim Professional (132 million downloads), and King James Bible (122 million downloads) had been the highest three devotional apps since 2014.
Inside India, Bible App for Children (22 million downloads) and Muslim Professional (10 million downloads) are the 2 different most downloaded devotional apps — each trailing Sri Mandir.
On the revenues entrance, Hallow Prayer & Meditation is the highest-grossing app worldwide since 2020, the place shoppers have spent over $84 million on in-app purchases, per Sensor Tower. Sri Mandir, alternatively, has garnered lower than $100,000 in in-app purchases since 2020, in response to Sensor Tower.
That is decrease than the primary devotional app in India by shopper spending, the Joseph Prince Gospel Associate app, which has obtained over $300,000 in in-app purchases in India since 2020.
Subsequent up: Relgious tourism
With its newest funding spherical, AppsForBharat plans so as to add options with the aim of capturing 5% to 10% of what it believes is a $50 billion potential market.
Considered one of them is spiritual tourism via Sri Mandir.
Sachan informed TechCrunch the startup plans assist customers make plans to go to temples and pilgrimage websites via its platform, partially by placing partnerships with conventional journey aggergators. The manager stated that spiritual tourism pilots have already began with a choose group of devotees.
The app will even facilitate particular tickets for visiting sacred shrines and delivering prasad (meals choices to idols) and associated devotional items.
Additional, the startup plans to construct “a complex tech stack” with a CRM-like expertise for temples and historic locations in India. These companies will initially be out there without spending a dime, however the firm finally plans to cost them for managing these companies, Sachan stated.
The startup additionally intends to develop its temple community 10x, to 500 temples, within the subsequent 12 to 18 months.
The corporate’s all-equity Sequence B spherical additionally noticed participation from Susquehanna Asia VC, in addition to AppsForBharat’s present buyers: Elevation Capital, Mirae Asset VC and Peak XV.
