Authored Article by: Dr.S.L.N.T.Srinivas,
Expert in Cooperative Governance & Management
Member, All India Authors Group
Ministry of Cooperation, Govt. of India
HYDERABAD, SEPTEMBER 07, 2025: The Tirumala Tirupati Devasthanams (TTD) has always been a beacon of spirituality, faith, and service, drawing millions of devotees from across the globe. The sanctity of Srivari Sevalu—voluntary services rendered by devotees at Tirumala—has been an inseparable part of this divine ecosystem. Recognising the need to strengthen, systematise, and professionalise these sacred services in keeping with the aspirations of a modern, expanding pilgrim base, TTD has envisioned a transformative framework under TTD Vision 2047.
This vision is being shaped under the dynamic guidance of the Honourable Chief Minister of Andhra Pradesh, who has stressed the importance of blending age-old spiritual traditions with professional management practices. The partnership with the Indian Institute of Management (IIM) Ahmedabad has added a unique dimension to this journey by introducing global best practices in administration, people management, and service excellence.
Elevating the Concept of Seva
The spirit of Srivari Seva lies in humility, devotion, and the willingness to serve fellow pilgrims. Over the decades, volunteers have played a vital role in managing queues, assisting in crowd regulation, guiding pilgrims, maintaining cleanliness, and supporting temple rituals. However, the growing footfalls—now crossing several crores annually—demand a more structured and professionally managed seva system without losing its devotional essence.
TTD Vision 2047 emphasises:
- Training and Capacity Building: Volunteers undergo structured orientation covering temple protocols, pilgrim management, first aid, and stress handling.
- Technology Integration: Digital monitoring of seva schedules, performance records, and feedback systems ensures accountability.
- Behavioural Protocols: Professional etiquette, communication skills, and cultural sensitivity form part of training modules to enhance pilgrim experience.
- Recognition and Motivation: Volunteers’ contributions are acknowledged through certificates, awards, and spiritual enrichment sessions.
Leadership Driving the Transformation of Srivari Sevalu
Equally noteworthy is the active role played by the TTD Trust Board under the Chairmanship of Sri B.R.Naidu in steering this transformation with clarity and vision. Under the administrative leadership of Shri J. Shyamala Rao, I.A.S., Chairman, and the dedicated efforts of Shri Ch.Venkayya Chowdary, I.A.S., Executive Officer, along with the committed guidance of the Additional Executive Officer, TTD has taken remarkable strides in strengthening the framework of Srivari Sevalu. Their combined efforts in policy formulation, operational oversight, and on-ground monitoring have ensured that the seva system evolves in a manner that is both spiritually enriching and administratively robust.
Role of IIM Ahmedabad
IIM Ahmedabad is playing a key role in institutionalising professional standards for Srivari Sevalu. With its expertise in organisational management and behavioural sciences, IIM-A has partnered with TTD to:
- Develop training content and learning modules tailored to volunteer needs.
- Introduce monitoring frameworks to measure service efficiency and pilgrim satisfaction.
- Establish benchmarks in large-scale crowd management and ritual-linked service delivery.
- Create a culture of continuous improvement while upholding the spiritual sanctity of Seva.
This collaborative effort ensures that the devotional fervour of Seva is enriched with the efficiency of professional management.
Aligning with TTD Vision 2047
TTD Vision 2047 is not merely an administrative blueprint but a spiritual road map to ensure seamless, sacred, and memorable pilgrim experiences over the next two decades. The professionalisation of Srivari Sevalu directly contributes to this vision by:
- Enhancing pilgrim satisfaction through better crowd and service management.
- Strengthening TTD’s image as a global model of temple administration.
- Balancing devotion with discipline, ensuring that every act of seva reflects both humility and professionalism.
- Building a sustainable volunteer base that grows in tandem with pilgrim numbers.
Conclusion
The sacred tradition of Srivari Seva is evolving into a professional, structured, and spiritually uplifting system under the visionary leadership of the Honourable Chief Minister of Andhra Pradesh and the scholarly support of IIM Ahmedabad. This initiative, rooted in faith yet guided by modern management, ensures that Tirumala continues to inspire the world as a model of devotion, discipline, and service well into 2047 and beyond.
