In Varanasi, Swami Avimukteshwaranand, the Shankaracharya of Jyotish Peeth, has raised alarms regarding the increasing commercial exploitation of the Ganges River. He pointed out that the current scenario is alarming, as people engage in activities like consuming meat and alcohol while others run cruise ships that provide hotel-like accommodations, undermining the sanctity of this holy river. This shift towards viewing the Ganges less as a sacred mother and more as a means for profit demonstrates a disturbing trend that directly impacts its purity.

The Shankaracharya, during his media interaction from his Vidyamat Ashram, lamented the changes over time, highlighting that such arrangements were nonexistent in the past when people used boats only for transport. Now, he observes that boats are being modified to include amenities that cater to tourists and visitors, reflecting a broader commercialization of the river. Swami Avimukteshwaranand argued that this transformation trivializes the spiritual significance of the Ganges and promotes a mindset where people feel entitled to exploit her for monetary gain.

The implications of this commercialization are profound, as it not only jeopardizes the sanctity of the Ganga but also alters the cultural and religious practices tied to the river. With the river being treated more like a commercial asset rather than a revered entity, there is a risk of diminishing respect for its role in the lives of millions who regard it as a lifeline. Such a trend necessitates a critical evaluation of how sacred spaces are being used and the responsibilities that come with cherishing and preserving them.