For generations of devotees, a visit to an outlet of Giri, a retailer specializing in Hindu spiritual and cultural books and traditional religious products, has been about more than shopping. It is a place where faith, culture and tradition converge. What began as a small bookstall in Mumbai in 1951, founded by T V S Giri, has evolved over 75 years into one of India’s largest specialist retailers of spiritual and cultural products, with a growing presence in overseas markets.
Giri Trading Agency’s journey reflects a business model that has blended tradition with modern retailing. While many retailers grapple with changing consumer behavior, Giri’s management believes spirituality remains deeply embedded in everyday life, making demand less cyclical than in most consumer businesses. "Our business is rooted in daily devotion rather than seasonal consumption. Customers return regularly for their spiritual and cultural needs, while new generations continue to discover these traditions," said Sharada Prakash, director of Giri Trading and daughter of founder T V S Giri.
Today, the retailer operates nearly 40 stores across six Indian states, alongside outlets in the US, Australia, the UK and Dubai. The company reported a turnover of about ₹100 crore in FY25 and has sustained annual growth of 14%-18% over the past several years. Although Giri started with religious books, its portfolio today spans a wide range of categories, including puja materials, incense products, idols, devotional music, handicrafts, traditional attire, organic foods and millet-based products.
Puja items, particularly incense varieties, remain Giri’s biggest revenue driver. The company has also published more than 1,000 titles across six languages, covering rituals, panchangams, devotional works and spiritual literature. Recognizing the needs of younger audiences, Giri has increasingly published prayer books and devotional texts with English transliterations, helping second- and third-generation Indians abroad connect with their cultural roots.
Its collection of brass, copper, silver and panchaloha idols continues to be among its most sought-after offerings. The retailer has also promoted eco-friendly clay Ganesha idols for over five decades. The rise of e-commerce has expanded Giri’s reach beyond the neighborhood temple economy. It sells through major online marketplaces such as Amazon and Flipkart while also operating its own portal.
"Our platform, giri.in, serves customers across India and overseas. The digital channel has become particularly important for urban consumers and the Indian diaspora, many of whom lack easy access to specialized spiritual stores," said Abhishek Prakash, director of Content & New Media, Giri Trading. Giri has also reinvented its devotional music business. What once relied on cassettes and compact discs has moved into the streaming era. Through its digital arm, Giri Digital Solutions, the company distributes devotional and classical music across platforms such as YouTube and Spotify. The division manages content from several prominent devotional artists and religious organizations, creating an additional growth avenue beyond physical retail.
The company’s flagship stores in Chennai’s Mylapore, Pallikaranai and Anna Nagar continue to anchor its retail operations. At the same time, international expansion is gaining momentum, driven largely by demand from overseas Indian communities. The company sees exports, e-commerce and new retail formats as key growth drivers over the next five years. One emerging focus area is quick commerce, with the company exploring partnerships that could enable rapid delivery of devotional and ritual products across cities.
As leadership transitions across generations, Giri is now guided by a board comprising members from three generations of the founding family. This continuity has helped preserve the company’s cultural identity while embracing new business opportunities.
Alongside commercial expansion, Giri has strengthened its social engagement through the Lakshmi Giri Charitable Trust. The trust supports temple restoration, cultural programs, educational initiatives and community activities. The company also sponsors cultural festivals, Carnatic music programs and youth-oriented initiatives such as Bala Bhakti Utsavam. As it marks its 75th year, Giri continues to evolve with the times while remaining firmly rooted in tradition.
