Are Influencers the New Gurus? How Dharma Is Becoming a Social Media Brand

Akanksha Tiwari

Aug 06, 2025, 16:00 IST

In an age where likes replace introspection and followers outnumber disciples, a new wave of digital “gurus” is reshaping how we consume spirituality. This article dives into the transformation of dharma into a social media brand, questioning whether these influencers are truly guiding souls or simply capitalizing on sacred traditions for personal gain. Is it evolution, appropriation, or both?

( Image credit : Freepik )

Photo:

Where gurus used to wander off into the world to practice the dharma, modern day spiritual leaders tend to follow a different, heavily commercialized route, replete with ring lights, hashtags, and swipe-up links. The emergence of influencer culture that commodifies dharma has completely transformed the consumption, sharing, and monetization of spirituality in India. The time-honored guru-shishya bond is rapidly being upended as more youth look to Instagram and YouTube.

1. The Rise of the Dharma Influencer:

Dharma Influencer

( Image credit : Freepik )

If you scroll through any social media platform these days, you’re bound to come across influencers sharing quotes from the Bhagavad Gita, often paired with catchy music. You might see them sporting rudraksha beads, reciting Sanskrit verses, or promoting the latest meditation apps. Many even offer spiritual advice, life coaching, or courses on "inner alignment", all for a price. Unlike traditional gurus who dedicated years to their spiritual practice, these modern figures often gain popularity not through extensive training but by creating viral content. Their audience isn’t made up of devoted disciples; instead, it consists of followers, likes, and engagement driven by algorithms. It seems spirituality has found its way into 60-second videos and beautifully curated feeds.

2. Accessibility or Appropriation?

Gurus

( Image credit : Freepik )

One of the arguments supporting spiritual influencers is that they’re making dharma more approachable. For young Indians who feel disconnected from Sanskrit texts or intricate rituals, having a relatable voice that offers simplified teachings can serve as a gateway to deeper understanding. They take ancient wisdom and make it relevant to today’s world, discussing topics like anxiety, love, breakups, or purpose through the perspectives of Vedanta or Karma Yoga. On the flip side, critics warn that this ‘branding of dharma’ could dilute its sacred essence. When teachings are reduced to catchy slogans, and when the focus shifts more towards gaining views than upholding values, spirituality risks becoming just another product, marketed, sold, and consumed instead of being genuinely experienced and lived.

3. When Dharma Becomes a Business:

Gurus

( Image credit : MyLifeXP )

These days, many spiritual influencers are diving into the world of merchandise, online workshops, paid mentorships, and partnerships with lifestyle brands. While there's nothing inherently wrong with making a living from sharing knowledge, it raises a red flag when spiritual teachings start to feel like products. Can anyone really promise "moksha in 5 steps"? And does charging for a course on detachment go against the very idea of being detached? This commercialization leads us to another important question: are we genuinely following spiritual paths, or are we just drawn to charismatic personalities? The distinction between authentic guidance and mere content creation gets fuzzy when dharma is used as a marketing strategy.

4. Impact on Youth and Public Discourse:

strike movement

( Image credit : Freepik )

It's clear that these influencers have opened up avenues for discussing ancient Indian wisdom in today's world. They've brought terms like karma, dharma, and meditation back into everyday conversations. Some even leverage their platforms to highlight social injustices, advocate for mental health, or spark interest in Vedic philosophy. However, there's a rising concern about superficial spirituality—one that promotes uplifting ideas but overlooks the hard work, discipline, and humility that have traditionally been part of the journey toward self-realization.

When Dharma Turns Digital, Discernment Becomes the Real Path

Dharma was never intended to be just a passing trend, it’s a genuine path, a way of living. Sure, the digital age has sparked a renewed interest in it, but it’s also turned it into a marketing tool for some. Influencers might don the attire of spiritual guides, but real spirituality goes beyond looks and social media algorithms. As seekers, we need to reflect: are we in pursuit of truth, or are we simply drawn to those who seem to possess it? In a world filled with curated lives and catchy captions, the real challenge lies in ensuring that dharma doesn’t become just another idea to scroll past.

Unlock insightful tips and inspiration on personal growth, productivity, and well-being. Stay motivated and updated with the latest at My Life XP

Are Influencers the New Gurus? How Dharma Is Becoming a Social Media Brand

Akanksha Tiwari

1. The Rise of the Dharma Influencer:

2. Accessibility or Appropriation?

3. When Dharma Becomes a Business:

4. Impact on Youth and Public Discourse:

When Dharma Turns Digital, Discernment Becomes the Real Path

Tags: