Man offers 'digital photo snan' service at Maha Kumbh. Watch viral video

Explaining his modus operandi, Deepak Goyal said that devotees usually send him their pictures on WhatsApp. He then takes printouts of the pictures and immerses them into the holy waters within 24 hours of being paid a fee of Rs 1,100. (Image credit: Akash Banerjee/Instagram)

A man offering "digital photo snan" to those who haven't been able to physically visit the site for a holy dip at the Sangam has gone viral for his unique service. In a reel, the man who identified himself as Deepak Goyal, said that he was a resident of Prayagraj and for a fee of Rs 1,100, he claimed to conduct a purification ritual of remote devotees by dipping a picture of theirs in the sacred waters.

Explaining his "startup" business, Goyal said that people usually send him their pictures on WhatsApp. He then takes printouts of the pictures and immerses them into the holy waters within 24 hours of being paid. The idea caught people's attention especially because it appeared to offer people a chance at salvation without having to risk their lives by physically visiting Kumbh Mela, especially when the Central Pollution Control Board (CPCB) stated that the quality of water at various locations in Prayagraj is not fit for bathing due to the presence of faecal coliform.

Faecal coliform, a marker of sewage contamination, has a permissible limit of 2,500 units per 100 ml, according to the Central Pollution Control Board (CPCB).

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Meanwhile, some social media users criticised Goyal for allegedly taking advantage of people's innocence and devotion, others called him a real entrepreneur for creating a unique opportunity out of an age-old tradition.

"I am not lying... just a week earlier I was thinking someone can start a business like this," an Instagram user wrote, while another commented: "China have DeepSeek, so what we have DeepSnaan."

On Sunday, Uttar Pradesh Chief Minister Yogi Adityanath said that 62 crore devotees have come to the Maha Kumbh so far and the gathering of such a large number of people during a certain period is in itself "one of the rarest events of the century".

"I think that in any event in the world, whether it is spiritual or for any tourism purpose, the gathering of such a large number of people during a certain period of time in that ceremony and being united with that event, is in itself one of the rarest events of the century," he said.