In a significant move to uphold traditional Hindu values in commerce, the Vishwa Hindu Parishad (VHP) has announced that its ‘Sanatani Certification’ campaign will no longer be restricted to the month of Sawan or to food establishments alone. The campaign, originally launched to ensure purity along the Kanwar Yatra routes, has now expanded to include a wider range of businesses like electronics, auto dealerships, and general stores. With over 150 teams deployed across 173 blocks in Delhi, the VHP aims to carry this movement forward throughout the year making it a sustained effort toward preserving the sanctity of Sanatan Dharma in public life.
Certification to Continue Beyond Sawan, Extend to All Business Sectors
The Vishwa Hindu Parishad (VHP) has decided to extend its ‘Sanatani Certification’ campaign across Delhi for the entire year and beyond eateries. The campaign, which began during the Kanwar Yatra to certify establishments as adhering to Sanatan Hindu practices, will now cover auto dealers, electronics shops, grocery stores, and more.
According to VHP state general secretary Surendra Gupta, this initiative is aimed at promoting purity and traditional Hindu values, not targeting or opposing any community. “It’s a certification of purity, not a protest,” Gupta said in a statement to Jagran. The campaign has received significant support from local religious institutions and organisations, with saffron stickers carrying slogans like “Garv se kaho hum Hindu hain” and “Sanatani vyaparik sansthan” being pasted on certified shops.
The campaign has already begun door-to-door surveys across all districts of Delhi, with more than 150 teams inspecting businesses and interacting with shop owners. Approximately 1.5 lakh establishments are expected to be brought under the certification umbrella.
Why the Sanatani Certification Matters
The primary motivation behind the VHP’s campaign is the growing need for culturally aligned consumer spaces in India’s bustling metros. During the spiritually significant Kanwar Yatra, Shiva devotees, known for their strict observance of satvik (pure vegetarian) food practices, often purchase food and beverages along the route.
Given the devout nature of the pilgrimage, where even water containers are not placed on the ground by some kanwariyas, the VHP sought to ensure that food and materials sold to them meet Sanatani standards. But the certification now serves a broader purpose it offers Hindu consumers confidence that the establishments they patronise are run by those who follow traditional values.
Gupta clarified that the certification is voluntary and requires the business owners to give Swaichchhik Pramanikta (voluntary declaration) affirming the purity and adherence to Sanatani customs. This sense of religious integrity is seen as a crucial step in maintaining cultural continuity in India’s urban commercial zones.
Kanwar Yatra and the Push for Cultural Safeguards
The campaign was originally conceptualized during the annual Kanwar Yatra, one of the largest religious pilgrimages in India. Every year during the holy month of Shravan, lakhs of Shiva devotees from across the country undertake the pilgrimage to collect sacred water from the Ganga and offer it at local Shiva temples.
This year’s Kanwar Yatra commenced on July 11 and will continue until July 25, with thousands of kanwariyas passing through Delhi en route to destinations in Haryana, Rajasthan, and Uttar Pradesh. Recognising the need for a supportive spiritual environment, the VHP rolled out its certification drive to ensure that pilgrims could trust the food and items they consume or purchase along the way.
The Delhi Municipal Corporation (MCD) has also made arrangements for the smooth passage of pilgrims by setting up 25 Kanwar camps with round-the-clock medical support, dental vans, sanitation teams, and water supply units. Though there was confusion about the closure of meat shops along the yatra routes, MCD clarified that there is no legal provision under the Delhi Municipal Corporation Act, 1957, to enforce such closures. However, many shop owners have voluntarily closed or covered their outlets in respect of religious sentiments.
From Temporary Drive to Year-Round Movement
Initially perceived as a seasonal measure for the Kanwar Yatra, the Sanatani certification campaign has now evolved into a broader year-round cultural initiative. With a target of certifying over 1.5 lakh businesses, VHP plans to compile a comprehensive database and issue formal Sanatani certificates in the coming months.
The campaign is also gaining ground outside of just food-based businesses. Electronic stores, auto dealerships, apparel shops, and others are voluntarily opting in to display their alignment with Sanatan Dharma. The campaign is not only fostering cultural awareness but also encouraging businesses to uphold dharmic values in their operation and service.
This also opens up conversations on religious identity in public spaces, especially in cities like Delhi where pluralism and tradition often intersect in complex ways. The VHP’s initiative, while focused on Hindu consumers, is a reflection of the larger trend where religious and cultural identity is finding more expression in everyday commerce.