TIRUMALA TIRUPATI

DEVASTHANAMS
Subject: Managing Image & Corporate
Reputation
Group-7
1.
Sanjay Yadav
2.
Anil Kardam
3.
Mukesh Kumar
4.
Shashi Kumar S
5.
Vikas Kumar
6.
Swati Singh
7.
Rohan Singh

: 29NMP50
: 29NMP78
: 29NMP96
: 29NMP97
: 29NMP99
: 29NMP89
:29NMP69

 What dilemma Pandit Sitaraman is

facing?
How to resolve his self dilemma and
address the problem?
What Practices are being adopted at
other similar Religious places to
manage the affairs.

What dilemma Pandit Sitaraman is

facing?
Pandit Sitaraman, as head priest of the revered
Tirumala Tirupati Devasthanams [TTD], is
confused and he is up against a question of
morality.

A visiting Sikh Priest, looking at the different

lines that are formed for the darshan at
Tirumala had remarked, "At the Golden Temple,
people who come, come with devotion in their
hearts. Everybody's devotion is equal, be they
rich or poor. At Amritsar, we don't have
separate queues for the rich and poor. All come
equally, all are treated equally.

What dilemma Pandit Sitaraman is

facing?
The entry fee for "darshans are varying from Rs
200 to Rs 2500 [for special functions]. Weekly
sevas also at special rates.
For the general "darshan", in order to control the
crowds; TTD thought it best to have different
queues, at different prices.

Fast moving line for Rs 100,

a somewhat slower moving line for Rs 50, and
maybe a third extremely slow line for Rs 10.
There would also be a mandatory "free" line.

Pandit Sitaraman, as the COO, has the power to

decide on both the number of line's and the price
--attached to each line. Last year, the temple trust
recorded a turnover estimated at Rs 100 :crores.

What dilemma Pandit Sitaraman is

facing?

Pandit Sitaraman is facing the conflict. This

moral question is troubling him: Religion based
on class distinction. He was also apprehensive
of the threat of declining numbers of devotees
due to onslaught of foreign media through the
cable network.
His body says this different ques at different
price are for controlling the crowd, otherwise
crowd would become unmanageable. This
exclusivity is only till the gates of the sanctum
sanctoram. Once inside, in the presence of the
Lord Venkateshwara, all are treated equally.

What dilemma Pandit Sitaraman is

facing?
His mind says that the management of TTD is
engaged in many benevolent activities out the
revenue generated. Most of the expenditure of
the trust is on social welfare activities. Temple
trusts are subject to very strict audit.
But his intellect says this is against the morality.
Pandit Sitaraman strongly felt that religion
should not be based on class distinction. This
tradition is rooted in the system of patronage,
when royalty demanded exclusive treatment
centuries ago. Pandit Sitaraman is not convinced
of its moral validity.

Problem in the Present Queuing

System
Mixing of the single person lines to multi person
lines near the main entrance Causing
Commotion
Entry and exit are through the same location.
Exit lies just side of the entry location.
There is no control on the No. of persons at
different location.
Difficulty in viewing of god for different persons.
Pulling and pushing by the volunteer to speedup
the movement.
Sources: Journal of Business Management & Social Sciences Research
(JBM&SSR) Volume3, No.2, February 2014

Future course of action

Pandit Sitaraman need to resolve his moral
dilemma. He has to dispel the dissonance in his
mind. He has to take action to remove this class
distinction, otherwise his body, mind and intellect
will always be in conflict with each other.
Duty of TTD
Primary
- Managing administration &
Reputation of the TTD.
Secondary Perform social services.

Revenue

Annual Budget for

2015-16

Rs. 2,530.10 crore

Temple Hundi

Rs.905 crore

Interest on investments

Rs. 744.91 crore

Sale of special entrance

Rs. 215 crore

Sale of human hair

Rs. 200 crore

Sale of laddu & other

prasadams

Rs.145 crore

choultry receipts

Rs. 98.50 crore

arjitha seva tickets

Rs.50 crore

loans and advances to

employee, EMD

Rs.37.39 crore

lease rents form hotels etc

and Misc

Rs.134.3 Crore
Sources: The Hindu TIRUMALA:MARCH
28, 2015

Expenditure

Annual Budget for

2015-16

Corpus and other investments

Rs. 2,530.10 crore

Rs.681.24 crore

salaries and wages

Rs.482 crore

procurement of various
material

Rs. 308 crore

grants and contributions

Rs.202 crore

fixed assets and engineering

works

Rs.150 crore

outsourcing expenses

Rs.183.65 crore

pension trust and gratuity

trust payments

Rs.120 crore

Pension Fund contributions

Rs. 75 crore

Misc (electrical charges,

repairs and maintenance ,
capital, etc )

328.41

System at Mata Vaishno Devi

The duty of Shri Mata Vaishno Devi Shrine Board is
much more challenging than TTD because of
geographical location and security reason.
There is a common queue at absolutely no charge.
Queue control through different barricading and
check point.
VIP identified/defined by security get a special ( &
free) entry .
Who is VIP ?
Whose presence in common Queue may disturb
the smoothness of Queue.

Donation and Services

All Donation strictly through online computerized
system.
Some of the free service provided by trust
Prasad
Blanket
Doctors
Cloak rooms
Retiring hall

Monthly distribution of No. of Yatri at Vaishno

Devi

Thank You!!!