Prayagraj: Resentment is brewing among seers and religious leaders in Prayagraj over a company selling liquor under the brand name 'Sangam'. Saints have termed the use of the revered name for an alcoholic beverage an insult to the Sanatan faith and warned of an agitation if the brand name is not withdrawn.
Leaders Condemn the Brand Name
Mahant Ravindra Puri, president of the Akhil Bharatiya Akhara Parishad and Mahamandaleshwar of the Mansa Devi Temple Trust, Haridwar, said, “The name 'Sangam' is not merely a word; it represents the spiritual soul and faith of millions of devotees connected with the holy confluence in Prayagraj. Using such a sacred identity for a liquor brand is highly objectionable and deeply hurts religious sentiments.” He added that the Yogi Adityanath government must immediately intervene and take strict action against those responsible.
Head of Tikar Mafi Ashram, Jhunsi, Harichaitaniya Brahmachari strongly condemned the liquor company and demanded strict action against those responsible. “Those behind this should be punished and their licence must be cancelled. If the government fails to act, the saint community will take the necessary steps, and if required, we will also approach the court,” he said. Harichaitaniya had earlier moved the Allahabad High Court against Kanpur tanneries over alleged pollution of the Ganga.
Product Details and Outrage
The seers are protesting against the brand name 'Sangam World Malt Whisky', which was launched in 2024 and is produced by Radico Khaitan Limited (formerly Rampur Distillery). As the product reportedly gained popularity in the market, information about the brand name spread, triggering outrage among seers and devotees.
Speaking at Bharadwaj Ashram, Jagatguru Ramanujacharya Shandilya Maharaj said, “The Sangam in Prayagraj is one of the holiest places in Sanatan Dharm. Naming liquor after Sangam hurts religious sentiments.”
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About the Author: Rajeev Mani has been working in TOI's Prayagraj bureau for the past two decades, handles beats from education to excise and taxation to aviation. Loves travelling, singing and meeting people, especially academics. Have extensively covered two Ardh Kumbhs (2007 and 2019) and two Maha Kumbhs (2013 and 2025) along with different assembly and General Elections.
