India, May 1 -- Punjab is known for its sprawling deras - places where self-proclaimed religious heads recite sermons and run the institution as a personal enterprise. These gurus build their brand through charity work including the organization of blood donation camps and mass marriage ceremonies. Politicians of all stripes are now warming up to the possibility of co-opting dera congregations. Unsurprisingly, deras are increasingly playing a critical role in times of political crisis.

Today, there are some 9,000 deras in Punjab that are patronized by about 80 per cent of the state's population. These institutions are believed to pocket much of what is given to them by way of religious donations. While most are a heady mix of the esoteri...