From Gods to Good Vibes: Indian Spiritual Retail Market in a New Growth Curve

Once spirituality in India was synonymous with temples, rituals, and religion. Today, it’s a different story altogether. The new-age seeker is not chasing sermons but searching for crystals, tarot readings, and curated guidance on how to live better, calmer, and more balanced lives.

The Indian spiritual market is in the middle of a fascinating transformation. Astrology hotlines, crystal healing, rudraksha beads, pyrite stones for prosperity, even wellness-infused pooja kits, what was once a niche is now mainstream consumption. And behind this wave lies a powerful driver: lifestyle.

In a candid conversation with FE Retail, Meena Bahl Kapoor, Co-founder of AstroYogi, explained how spirituality today has shed its religious skin and re-emerged as a lifestyle choice. Seeking advice, consulting an astrologer, or buying spiritual products online has become as natural as ordering food or booking a cab.

The shift, Kapoor says, is deeply generational. In an age where AI predicts your playlists, karma and destiny are enjoying a surprising renaissance. Gen Z and millennials are embracing astrology not out of fear or faith, but out of curiosity, mindfulness, and the desire to elevate their mental and emotional well-being.

“The interest back then used to be very religion-driven. But today, it is no longer driven by religion. It is driven by lifestyle wellness—people wanting to bring change into their lifestyle,” she says.

And that, perhaps, is the most telling sign of India’s booming spiritual retail market, it’s not about gods, it’s about good vibes.

 

Edited excerpts:

Let’s start with the inspiration behind launching AstroYogi. What was the background and what gap did you find in the market in 2001? You launched in 2001, right?

Yeah, that's right. It was basically about creating digital access for quality advice and content. At that time, the internet was very new in India. The idea was to create digital access as more and more people were coming online. It was very early days, maybe a little before its time, but that’s where it came from.

Did you see any gap in the astrology or spiritual market? How did you think of combining spirituality with technology?

It was a mix of my own interest in spirituality and noticing how much people wanted guidance. Back then, people often traveled long distances just to meet spiritual advisors/astrologers. Initially, we started with digitising content, and gradually moved to digitising services. We aligned with many top experts across the country so that people could access them online.

What would be the size of the spiritual retail market in India? And within this, what is the share of astrology retail?

The spiritual retail market was about $ 65 billion in 2024, projected to touch $ 135 billion by 2033. Astrology forms a $ 13 billion segment in 2024, projected to grow to $ 180 billion by 2030.

Apart from internet penetration, what other factors have contributed to the sudden growth of this industry?

Alongside internet penetration, there’s been a major shift towards conscious consumption.

First, conscious consumption itself. Second, the focus on mental wellness. Mental wellness has now become part of our lifestyle. People are giving importance to their spiritual, emotional, and mental health.

For us, moving from AstroYogi to our retail line Yogi by AstroYogi was a natural progression. All our products are natural, organic, and ethically sourced, something that Gen Z and millennials truly value today. Certification and guarantees matter.

Also, we have always had a social cause embedded in our ecosystem through “Karma and Destiny,” which attaches meaning to everything we do. Consumers today want to be part of something larger than themselves. This drive, linking consumption to mental and emotional well-being is fueling growth.

With our hectic lifestyles, do you think spirituality and wellness are now more of a natural consumption?

100%. This is very close to my heart. I personally went through my own spiritual process for 15 years, much before it became mainstream. People often asked me: “You recommend these products, but where do we get authentic ones? Why should I buy them? What’s the use?”

I realised there was a big gap in the market for authentic, organised products, compared to the largely unorganised space that existed earlier.

What percentage of this market would you say is organised?

The organised portion isn’t very large yet, but it’s growing rapidly, especially after the pandemic. Many people now see astrology as a genuine solution. I don’t have exact numbers offhand, but I can share them separately.

How do you operate-B2C or B2B? What are your platforms and offerings?

We are primarily an online platform. Our website, Astroyogi.com, has always been there. In 2016-17, we launched our Android and iOS apps.

Earlier this year, we entered retail through e-commerce platforms, and we’ve seen 200% growth every quarter there. Quick commerce too has surprisingly become a big channel for us. Alongside, we’re also direct-to-consumer.

Do you plan to open physical AstroYogi stores?

Yes, it’s definitely in the manifestation pipeline. We hope to announce Yogi stores soon, but there’s no fixed timeline yet.

You haven’t raised funds so far. What has been your business model?

Our focus has always been on staying profitable and scaling sustainably. Over the years, we’ve worked on making our product lines technically robust and scalable.

Could you describe your product line?

Crystals and natural stones like amethyst, citrine, tourmaline, and pyrite are very popular. We also do crystal jewellery, gifting products, eco-conscious Pooja kits, and agarbattis.

All our products are organic and, importantly, many are made by women. Supporting women creators is a social responsibility I strongly believe in.

How do you balance trust, considering the sensitivity around spiritual products?

Trust comes from two things:

Our 25-year legacy.

And certification. Every product comes with a certificate and a detailed product card explaining its properties and usage.

With so many consumers interacting daily, how do you ensure data privacy?

Data is fully encrypted. Everything is identified only through user IDs, never names or personal markers. Even our customer care or astrologers don’t see personal details. Ensuring privacy is a top priority.

How do you recruit and train astrologers?

We follow one of the strictest onboarding processes in the industry. Documentation must be 100% authentic. Candidates take multiple knowledge tests, followed by training. Many fail at the training stage too. We’d rather have fewer, high-quality experts than allow anyone onto the platform.

What fresh trends do you see in India’s astrology market?

Retail is a big trend. Interest, once religion-driven, is now driven by lifestyle wellness.

There’s rising acceptance of vastu, energy healing, crystals, yoga, and meditation. India’s spiritual knowledge, which first gained global traction, is now returning home with stronger demand, much like yoga and meditation did.

How much tech involvement is there in your daily operations? Any AI adoption?

I’m not involved in day-to-day operations, but yes, AI is part of our functioning.

We use AI at two levels: internally to empower employees with efficiency tools, and externally to make operations and products more efficient. The goal is to integrate AI across functions.

What will be the next big trends in astrology and numerology?

Consumers are seeking experience and not just products, not just items. Conscious consumption and higher standards are key. Experiential selling those offering something beyond a mere product will be the next big shift.

And your future plans?

Right now, the focus is on scaling retail in a massive way across our platforms, e-commerce, and D2C. Offline Yogi stores will follow in time.

Can you share your revenue figures?

We’ve crossed INR 100 crore in FY25, around INR 110 crore. For FY27, we’re targeting INR 250 crore.