LONDON: Indian religious organizations across all major faiths are diversifying their "business model" to maintain the loyalty of their followers and attract new devotees. This is the finding of a Cambridge University study, carried out over two years surveying 568 Hindu, Muslim, Christian, Sikh and Jain religions in Maharashtra, Karnataka, Madhya Pradesh, Jammu & Kashmir, Uttar Pradesh, West Bengal and Gujarat.

Cambridge, one of the world's leading seats of learning, constituted a group drawn from its faculty of economics and Judge Business School, which discovered that cow-lending, computer-based learning, sewing and aerobics classes are some of the innovative non-religious services being offered by religious bodies to stay ahead of the game.