: Opinion: TTD’s golden era #IndiaNEWS #Columns Path breaking programs to sensitise people on significance of Vedic rituals and Sanatana Hindu dharma , transforming Tirumala into a sought after pilgrim

Opinion: TTD’s golden era #IndiaNEWS #Columns
Path breaking programs to sensitise people on significance of Vedic rituals and Sanatana Hindu dharma , transforming Tirumala into a sought after pilgrim centre , and positioning TTD ( Tirumala Tirupati Devasthanams) into a premier healthcare and educational institution.
The once dormant religious shrine of Sri Vaishnava cult led by hardcores at Tirumala has now become an harbinger of not just Dharmic activities but also transformed into a role model conservatory of Bhakti cult, Vedic knowledge, education and healthcare and also service to society
From 2019 onwards the TTD management has been looking into issues beyond VIP facilitation ,Srivari Darshan , laddu Prasadam and annual utsavas . Though devotees contributions into the Srivari Hundi is pouring in seamless funds daily , TTD under the stewardship of Its chairman Y V Subba Reddy set out to utilise its hidden resources for common good .
The pandemic covid and lockdowns in 2020 and guidelines by GOI and state governments which restricted footfalls to the hill shrine has been utilised as a period to refocus ,reorient policies , take up reforms and modernisation of infrastructure. Improvised services,easy Srivari Darshan ,better infrastructure at Tirumala and efficient administration has attracted not only devotees but donors ,corporates and professionals to TTD.
Most significant was ban on plastic bottles in Tirumala, only one pilgrim Center to implement in the country. Even AP government utilised TTD infrastructure to deliver services and showcased Tirumala as a model .
Dharmic renaissance
To satisfy the ardent devotees yearning for Srivari Darshan TTD introduced virtual arjita sevas by launching telecast of these rituals. The Brahmotsavam at Tirumala and also . Tiruchanoor etc were live telecast in 2020 and 2021 as well. TTD launched a series of unique Dharmic programs . They include Gudi-ko- Gomata , popularising Gopuja , temple building under Srivani trust , Parayanams of Balakanda, Bhagavathams Vaibhavotsams ,Karthika Deepotsavam etc .
The Srivani trust has raised ?450 crore till date and taken up building of Srivari temples( also temples of folk deities,Ramalayas etc ) in ST/SC/ BC and fishermen hamlets of all 26 districts . at ?10 lakhs each . The program included 1342 temples of which 502 are ready . TTD has also taken up building Kalyana Mandapams and Bhajan Mandirs in a big way to promote dharmic sentiments and Bhakti awareness among devotees .
Financial stability
After he took charge as 50th chairman of TTD on june23,2019 and again resumed a second term on August 11,2021 YV Subba Reddy has driven TTD to become a service organisation rather than an white elephant.
Among major financial initiatives were timely shifting of FD worth ?1200 crore in Yes Bank ,issuing a white paper on TTD assets ( 1128 assets of 8038.

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