From langar to burgers: Global food chains reach Vaishno Devi track

From the traditional Rajma-Chawal, Aloo-Puree outlets and tea stalls to global fast-food chains, the nearly five-hour uphill track to the holy cave shrine of Shri Mata Vaishno Devi is witnessing a dramatic transformation in its food landscape.

Photos from the pilgrimage route show multinational eateries such as McDonald’s and Domino’s operating alongside popular pan-Indian food brands and local vegetarian restaurants catering to lakhs of devotees trekking to the revered shrine every year.

Besides, the pan-India Sagar Ratna, Bhojanalaya, Bikanervala, Mithaas, and many more dot the pedestrian track to the shrine.

The changing face of the yatra route reflects the phenomenal rise in pilgrim footfall over the decades. From barely around 100 pilgrims annually in the pre-Independence era, the shrine now attracts more than 90 lakh devotees every year, turning the pilgrimage corridor into one of the country’s busiest religious tourism hubs.

Along the route, brightly lit food courts, no-onion-no-garlic eateries, branded snack chains and modern dining facilities now stand amid the Trikuta hills, offering pilgrims a mix of traditional sattvik meals and contemporary fast food options. The multi-national eateries also serve pure vegetarian pizzas, burgers etc.

Local businesses say the surge in pilgrims over the years has transformed Katra and the track leading to the shrine into a thriving economic zone. Improved infrastructure, better connectivity and rising tourism have encouraged national and international food brands to establish outlets on the pilgrimage route.

Despite the commercialization, the spiritual atmosphere of the yatra remains intact, with chants of “Jai Mata Di” continuing to echo through the hills as devotees from across the country undertake the sacred journey to the cave shrine.

Pilgrims reaching the base town of Katra by the premium Vande Bharat and other trains now have the option of reaching the cave shrine by helicopter, battery car, horse etc.