Frontline special

Brand Amrita

Print edition : October 13, 2017

Mata Amritanandamayi in Puducherry in February 2016. Photo: M. SAMRAJ

Mata Amritanandamayi’s humble beginnings and fantastical deeds have been replaced by impressive assets in India and in other parts of the world and modern-day “miracles”. “The Hugging Saint” is now one of the best-selling spiritual brands in India.
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