ABSTRACT
Senior satsangis at the ACC do not wish to generate the impression that it is a monumental commercial undertaking. Instead of being just a ‘fun’ place for leisure-seekers and flâneurs, offering ‘artificial’ experiences, the ACC is promoted as a place of national and religious devotion, a place for ‘cultured’ persons with a deep understanding of traditions and values. For this purpose, a variety of rituals and ritual sites have been ‘institutionalised’ and shape the main narrative of the spiritual journey. Rituals feature centrally at the physical site of ACC and BAPS homepages on their websites. They are not arbitrarily chosen but consciously and carefully choreographed to appeal to different audiences.
