This article is based on fieldwork with a branch of the popular Hindu sect, the Swaminarayan, in Gujarat, India. The branch is called the Bochasanwasi Shree Akshar Purushottam Swaminarayan Sanstha (BAPS). It has spread throughout the world. I examine its cultural nuances and its seva, that is, its social service and outreach work. Seva implements the mandate for, and ideology of, social service and entails aspects of volition and institutionalized service. My aim has been to see how the sect culture, which is essentially inward-bonding, undertakes seva within the larger, beneficiary populace. I argue that two aspects of BAPS's seva are prominent and peculiar to it, namely, perpetuating sect culture and remembrance of the spiritual heads. I propose that seva is a practice of BAPS to enable sect proliferation and create a space for itself in the civil society.Keywords sect, social service, seva, Swaminarayan, BAPS 2
SAGE OpenHindu sect in India, a branch of which is formally named Bochasanwasi Shree Akshar Purushottam Swaminarayan Sanstha, and less formally, BAPS.2 I propose that seva, or social service of the sect, is a strategy to simultaneously reach out to a larger beneficiary populace and impress upon the social milieu its own culture, ideology, and remembrance of the spiritual heads as epitomes of virtue. The Swaminarayan sect was founded in the early 19th century, and the BAPS was founded in the early 20th century. In addition to BAPS, currently there are other branches of Swaminarayan under its umbrella tradition. The sect's founder, Lord Swaminarayan, was born in Chhapiya, Uttar Pradesh, India, in 1781. Prompted by spiritual yearnings, he left home to wander, eventually arriving at Loj in Saurashtra, India, at the ashram of Ramanand Swami (a proponent of the non-dualist school of Indian philosophy), where he endeavored to establish a sect. During his lifetime, owing to his clairvoyance and premonitions, Swaminarayan was venerated as the Godhead. 3 He propagated the Navya Vishishtadvaita philosophy 4 and the Saguna form of Vaishnavite worship. 5 Hence, in the traditional images of the deity, Krishna, he urged devotees to see images of his own self as the truly realized one. Sect formation and foundation of the institution based on it are attributed to Swaminarayan's disciple and spiritual successor, Gunatitanand Swami, and later, a householder initiated into asceticism known as Mahant Pragji Bhagat. This involvement by a person of a lower caste initially sparked a caste-based schism within the early followers of the sect, but this was resolved later through an untold divine realization experienced by the Pragji Bhagat, which then led to the idea of establishment of the branch known as BAPS. Formally, it was registered during the headship of Shastriji Maharaj in 1907. There has since been a passing on of spiritual succession, with Lord Swaminarayan being the accepted Purushottam, and the subsequent spiritual leaders as Akshar, through whom Lord Swaminarayan continues to persist. The current sp...