[Indian Culture] “Manager, I am going on a pilgrimage”

Let’s explore the Indian culture of Ashadhi Ekadashi and Pandharpur Wari

- Ashadhi Ekadashi and 'Pandharpur Wari' - Managers of Korean companies operating local subsidiaries or collaborating with local teams in India often encounter a somewhat unfamiliar situation around June or July. This is because otherwise diligent employees suddenly request a few days of leave, saying, "I need to participate in the pilgrimage (Wari) held in my hometown," or the decision-making speed for recruitment interviews and project discussions slows down overall during this period. From an outsider's perspective, one might wonder, 'Why is the business rhythm suddenly slowing down at such a crucial time?' However, once you understand India's cultural background, you realize that this is not negligence, but rather an important life rhythm that sustains their lives and workplaces. At the center of this lies the month of Ashadha in the Hindu calendar, Ashadhi Ekadashi, and the 'Pandharpur Wari' . 1. The Meaning of Ashadha and the Wari Pilgrimage Ashadha is the fourth month of the Hindu calendar , corresponding to June-July of the solar calendar . During this time, the land of India welcomes the massive monsoon (rainy season) downpours. Ancient Wisdom Aligned with the Order of Nature: In the past, traveling became dangerous when heavy rains hit India, and countless tiny forms of life blossomed on the earth. To avoid danger and refrain from harming any living creatures, practitioners of ancient Indian religious traditions stopped traveling and stayed in one place to focus on their spiritual practices. This four-month monsoon period is called 'Chaturmas' , and it continues to this day as a time for inner reflection. 'Wari', an Essential Practice for Many Believers: On 'Ashadhi Ekadashi', the most sacred 11th day of the month of Ashadha, a massive pilgrimage begins. Every year, hundreds of thousands to millions of people travel hundreds of kilometers on foot toward the 'Pandharpur' temple in Maharashtra, which enshrines an incarnation of Lord Vishnu. On this path, disparities in caste, wealth, and poverty disappear, and everyone becomes an equal pilgrim, helping one another along the journey. 2. Pilgrimage of Modern Indian Professionals: Compromise Between Ideal and Reality It is practically difficult for fiercely competitive modern professionals in metropolitan India to participate in the entire 20-day pilgrimage period. Therefore, locals find a compromise that honors tradition while harmonizing with business realities. Popularization of Short-term Sectional Participation: Rather than walking the entire course, the most common approach is to take a short leave of 3 to 5 days or utilize weekends to walk a specific section of the pilgrimage procession and then return to work. Alternatively, some take just 1 or 2 days off around 'Ashadhi Ekadashi', the most sacred day, to travel directly to the vicinity of the holy site and join the crowd. A Cultural Mechanism to Boost Organizational Trust: Local Indian companies tend to accommodate leaves during this period rather than unconditionally restricting them. This goes beyond mere religious consideration; acknowledging the cultural needs of team members serves as a crucial driver to increase long-term organizational trust and loyalty. ♣ Difference in Perspective Between Korea and India: From a Korean corporate perspective, this can easily be viewed as a 'temporary business gap due to an individual's absence.' However, in Indian society, it is accepted as a 'natural act of participating in a communal rhythm.' ▶ Interview with a Local Professional (30s, IT Engineer in Bengaluru) "When working with global companies, speed is always the benchmark. But in India, there is a cultural rhythm that says slowing down once in a while is normal. I plan to take about three days off over the weekend to briefly join the pilgrimage procession my parents are walking in. Just walking in that crowd allows me to reset my mind and refocus on my work." 3. Shift in Trends: Experiential Pilgrimages and the 'Spiritual Economy' This time-honored tradition is evolving in modern times by merging with digital technology and corporate marketing strategies. Digital Devotion and SNS Sharing: The younger generation consumes this as a form of 'experiential cultural content,' sharing scenes from the pilgrimage route via Instagram Reels or YouTube vlogs. Those who cannot participate in person offer prayers and make donations through mobile app live streams. Authenticity-Driven Marketing Channels: FMCG (Fast-Moving Consumer Goods), telecommunications, and financial companies engage in active local marketing by setting up free water stations or shelters and providing medicines along the pilgrimage route. Rather than flashy promotions, authentic brand messages that support the locals' most sacred journey yield the most powerful impact during this period. 4. Risk Management Tips for Managers While this does not mean that the entire Indian industry grinds to a halt during this period, it is true that the ope