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Brand Ambassador

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There is no doubt that leaders of the stature of the Indian Prime Minister face enormous stress, particularly in this day and age, when nations’ fortunes are more interlocked than ever. One incident anywhere has global repercussions, creating security challenges and economic difficulties. Even a small mistake in judgement can have an enormous impact on the larger picture. It is no wonder then that Prime Minister Modi takes time out to visit places that provide spiritual solace and existential objectivity.

Uttarakhand, as Devbhoomi, has many such places that have a special connect with nature and the divine. The Prime Minister’s repeated visits to these shrines indicate that the objective of the pilgrimages is being fulfilled. As such, he serves as an excellent brand ambassador for the state. This realisation has sunk in with the state government which is unabashedly marketing Uttarakhand through his persona. The substantial increase in the number of pilgrims to the Char Dhams is being attributed to how the PM’s visits have projected these destinations. In fact, a number of his suggestions on value addition to these sites have been implemented and received good responses.

This is apart, of course, from the major backing that the Union Government has given to the development of Badrinath and Kedarnath, as also to the other prominent temples through innovative schemes. The promotion of each of these unique spiritual sites will ease the burden on the major dhams, and also lead to further employment generation in the hills. It should come as no surprise that, after viewing the truly spectacular photographs of the PM’s worship before Adi Kailash, and the breathtaking landscapes, people will be making a beeline in large numbers to these hitherto lesser known destinations. That each one of his visits coincides with the launch of development schemes worth thousands of crores of rupees also serves the material element of this relationship.

Hopefully, the world’s prominent leaders will also feel inspired to visit and acquire some spiritual and mental balance, which would greatly help in avoiding the kind of disastrous decisions being made at great cost to humankind. Perhaps Vladimir Putin and Volodymyr Zelenskyy could spend some time here and overcome the egoistic impulse that drives them to make life miserable for their peoples and the rest of the world. Uttarakhand waits to welcome them!