By Vivek Dubey
CNBC-TV18.com
Published Sept 03, 2024
The Tirumala Tirupati Devasthanams (TTD) has implemented a new policy requiring "Aadhaar validation for tokenless devotees seeking laddu prasadams," announced TTD Additional Executive Officer Ch Venkaiah Chowdhary.
Chowdhary explained, "This move aims to prevent middlemen from selling laddus in the black market," ensuring that the distribution process remains transparent.
Devotees without darshan tokens must now "register their Aadhaar card at designated laddu counters" from 48 to 62, where they will receive two laddus.
Emphasising the reasoning, Chowdhary stated, "The decision was made in the best interests of devotees," to maintain the sanctity of the prasadam and prevent misuse.
TTD EO J Syamala Rao asserted, "Tirupati Laddu is considered sacred prasadam and not a status symbol," underscoring the importance of the new policy.
Rao revealed, "We observed that a few people have taken even 1,000 plus laddus for non-religious purposes," which led to the Aadhaar-linked distribution system.
TTD has identified "contract employees involved in misappropriation" of laddus, and actions will be taken against those responsible, confirmed Rao.
Out of 3.5 lakh laddus produced daily, "around one lakh were being purchased by those who have no darshan tokens," necessitating Aadhaar verification for tokenless devotees.
Recent initiatives include "enhancing the quality and taste of Annaprasadams and laddu prasadams" and ensuring continuous food supply for pilgrims, reported Rao.
Rao urged devotees "not to believe in the false rumours" circulating on media platforms regarding the new laddu policy, which he assured would not affect genuine pilgrims.
"This system will put an end to the middlemen menace," asserted Rao, ensuring that only genuine devotees receive the sacred laddu prasadams.