In Varanasi, Swami Avimukteshwarananda, the Shankaracharya of Jyotir Math, has raised alarms over the increasing commercial activities on the Ganges River, particularly highlighting the rise of cruise operations and hospitality services along its banks. He emphasized that instead of being treated as a sacred river, the Ganges is being viewed as a commodity for profit, with some indulging in alcohol and meat consumption while others set up cruise and hotel-like arrangements for tourists.

During a media interaction at his ashram, he pointed out that there were no such commercial arrangements on boats in the past, but currently, amenities are being provided under covers on boats. According to him, this shift in perception, where the Ganges is treated as a source of revenue rather than a revered mother figure, has led to an array of profit-driven activities that undermine its significance as a holy river. He asserted that such behaviors are detrimental to the inherent sacredness of the Ganges.

Swami Avimukteshwarananda further noted that as local boatmen begin to adopt this profit-oriented mindset, it sends a misleading message that anything can be done for money, thereby endangering the river's purity. His statements reflect a significant cultural and religious concern, as the Ganges holds immense spiritual value for millions of Hindus, and the commercialization risks overshadowing its sanctity with material pursuits.