Gen Z Embraces a Sober, Prayer-Focused Form of Clubbing

Outside a sprawling venue the size of an aircraft hangar, a dense crowd of Gen Z professionals and teenagers gathers. Event staff quickly scan QR codes and secure wristbands. Groups of friends pose for selfies while waiting in line. As dusk approaches, the massive doors swing open, allowing nearly 5,000 eager attendees to flood inside.

Within this massive space located in Mumbai, India’s bustling commercial center, attendees remove their footwear and settle cross-legged on the floor. The lighting fades to a dim glow. In the very front row, a young mother gently bounces her infant on her shoulders in anticipation of the music.

When the sound finally begins, it isn’t the heavy bass of electro or catchy pop tracks reverberating from the speakers. Instead, the venue fills with the sounds of traditional Hindu devotional hymns, which have echoed through temples and religious parades for centuries.

As the tempo of the music accelerates, vast swaths of the audience stand up, clapping, chanting, and swaying collectively. The energy in the room is electrifying. Yet, the distinct lack of alcohol or recreational drugs is noticeable. The event's organizers strictly prohibit intoxicants, a rule the audience whole-heartedly supports.

This is “Bhajan clubbing,” a rapidly expanding cultural phenomenon where young Indians congregate to immerse themselves in music while remaining entirely sober. It mirrors the broader global “sober curious” movement or “coffee raves” gaining traction in the West, reflecting a worldwide Gen Z shift away from heavy drug and alcohol consumption.

Following two hours of uplifting communal singing, the attendees disperse, forming joyful groups as they exit.

This was 25-year-old Jill Veera’s inaugural "Bhajan clubbing" experience, and she intends to return.

“A concert that can actually bring you towards God, it was tremendous, amazing,” she shared with CNN.

“At most concerts, smoking, vaping, alcohol is natural,” she noted afterward. “But coming here and sipping buttermilk, that was my alcohol.”

Part prayer, part party

The devotional songs themselves are ancient. Bhajans represent a traditional method of musical worship typically practiced in temples, during street processions, and at communal gatherings throughout India, almost always at no cost.

The innovation lies in the environment: these are paid events hosted in massive arenas, featuring theatrical smoke machines, expansive LED displays, and high-end production values typically reserved for modern clubbing or rock concerts.

“The theatrics speak to us,” explained 26-year-old Dhwani Paradia, who attended a recent event alongside her younger sibling. “The smoke, the fire effects, the beat of the music, those are things our generation relates to.”

Her 23-year-old sister, Fiyoni Paradia, noted that the visual presentation resonates with a generation accustomed to electronic dance music festivals. “Even the backdrops felt similar to techno concerts,” she observed. “So even that attracts Gen Z crowds.”

Spearheading this cultural crossover is the musical duo Backstage Siblings. They have been performing bhajans since childhood and have amassed a significant following across major Indian cities by adapting these ancient spiritual songs to a Gen Z aesthetic.

Raghav Agarwal, one member of the duo, explained their underlying philosophy to CNN: “Alcohol and clubbing are two different things. Alcohol is being intoxicated, clubbing is enjoying yourself.”

He emphasized the inclusive nature of the events, noting that clubbers “can come here with their grandparents, with their friends, with their parents, their dates,” a point echoed by his sister and co-performer, Prachi Agarwal.

This burgeoning trend has gained enough momentum to secure sponsorship from Saregama, one of India’s most venerable record labels. Furthermore, the concept translates exceptionally well to social media. Videos depicting vibrant crowds singing under laser lights, attendees moved to tears, and barefoot dancing have garnered millions of views across various platforms.

Proponents of this movement suggest these gatherings offer a flexible form of devotion, stripped of the strict rituals and gatekeeping often encountered in traditional temple settings.

Conversely, some social media critics argue that such events risk commodifying spirituality, turning deeply personal faith into a mere commercial spectacle.

Faith, identity, business

India’s spiritual and religious market was valued at an estimated $58 billion in 2025, with projections indicating consistent expansion over the coming decade.

The rise of “Bhajan clubbing” coincides with a significant political evolution within India. Hindu iconography and religious identity are increasingly prominent in public spheres, a shift that critics argue undermines the secular foundations established by the nation's modern architects.

Prominent figures from the ruling Hindu-nationalist Bharatiya Janata Party, notably Prime Minister Narendra Modi, have openly endorsed these bhajan gatherings. In a speech praising the movement, Modi described it as “heartening” to witness Gen Z integrating bhajans into modern life while preserving the fundamental “dignity and purity” of the religious music.

Nikunj Gupta, an event organizer with the company Sanatana Journey, observed that the demographic is heavily skewed towards youth: university students, fresh graduates, and young professionals seeking community amid rapidly evolving urban landscapes.

“People have so much anxiety and stress,” Gupta remarked. “People feel relief when they come to such places.”

Boasting an average age of 29, India features one of the most youthful demographics globally. While this population is increasingly well-educated and driven, many face mounting frustration due to intense competition for scarce employment opportunities. Recent scandals regarding irregularities in state recruitment examinations have further fueled this discontent among young citizens.

For a brief period, these bhajan concerts provide a sanctuary from societal pressures. As thousands unite in song and rhythm, participants report profound feelings of joy and inclusion, offering a much-needed break from the relentless demands of education and a highly competitive job market.

These sober spiritual gatherings are expanding across major hubs like Mumbai, Delhi, and Bengaluru, with international iterations emerging in countries such as Australia, the US, and the UK.

“Instead of feeling stressed or getting a hangover, they are feeling a sense of calm,” Gupta of Sanatana Journey added. “And I think that is why so many more young people are becoming a part of something like this.”

Basking in the positive energy following the “Backstage Siblings” event in Mumbai, Fiyoni Paradia expressed her desire to recommend the experience to peers.

“I think spirituality comes to everyone in their own different way so this is something you can try out to see whether this is what feels like your fit to get in touch with that side.”

Her cousin, Heta Solanki, offered a more direct endorsement:

“Start going once, you will get attached to it… it’s very fun.”