Social Media Becomes New Livestock Market; Goat Prices Now Decided on Facebook and WhatsApp
Prayagraj: The communication revolution and digital technology have not only transformed human lifestyles but have also significantly reshaped religious and social traditions. On the occasion of Eid-ul-Azha (Bakrid), the traditional system of Qurbani (sacrifice) is increasingly evolving into what can be termed as “Digital Qurbani.” Muslims living abroad are now actively participating in sacrificial practices in their homeland through online platforms, while traditional livestock markets are also rapidly shifting toward social media and digital ecosystems.
Non-Resident Indian (NRI) communities residing in countries such as Saudi Arabia, UAE, Bahrain, Iraq, Canada, the United States, and the United Kingdom are increasingly using mobile banking, UPI, Paytm, online banking, and digital wallets to arrange sacrifices in India on their behalf. Video calls, live updates, and digital receipts have made the entire process not only more convenient but also emotionally connected. Individuals sitting thousands of kilometers away are now able to witness the sacrifice live in their hometowns and share the experience with their families in real time.
Interestingly, traditional livestock markets are also undergoing a rapid transformation. In and around Prayagraj, local livestock rearers are now uploading pictures and videos of goats, sheep, and cattle on platforms such as Facebook, WhatsApp, and Instagram, where prices are being negotiated and finalized digitally.
Many livestock traders have even created dedicated social media pages and digital profiles for their animals, sharing detailed information such as breed, weight, age, and care conditions. Customers are using video calls to inspect the health and quality of animals before making purchasing decisions. This shift has not only saved time but also reduced transportation and intermediary costs.
Changing Consumer Behaviour: Buyers are no longer dependent solely on local animal markets. Instead, they compare multiple options online by reviewing photos and videos, and then finalize deals through digital negotiation. Many customers now prefer live video verification before making payments, citing better transparency and value for money.
Evolving Business Strategies: Traditional livestock traders have also adapted to this digital transformation. They now actively promote their animals through professional photography and video marketing on social media. Some large traders have even launched websites and digital catalogs for sales.
Haji Salim Uddin, a livestock trader from Hatta, notes that UPI and online payment systems have made animal trade faster and more transparent.
Similarly, trader Rais Ahmad from Kareli states that digital demand from abroad has strengthened local markets, small traders, and rural economies.
Religious Perspective: Religious scholar Dr. Ahmad Makeen emphasizes that the essence of Qurbani is not merely ritualistic slaughter but a deeper commitment to sacrifice, humanity, and social equality. He states: “Digital technology has certainly enhanced convenience, but the true spirit of Qurbani lies in sincerity, purity of intention, and support for the needy. Technology is a means, not the objective.” He further adds that while digital platforms have strengthened the emotional connection between diaspora communities and their homeland, it is essential to maintain balance in religious traditions.
Economic Impact: Commerce expert Professor Anand Kumar of Allahabad Degree College highlights that digital Qurbani has now become an important economic activity. According to him, the integration of UPI, Paytm, and online banking has enabled direct flow of foreign remittances into local markets, strengthening livestock trade, fodder industries, transportation, and rural livelihoods. This emerging economic cycle is particularly beneficial for small and medium-scale traders.
Fusion of Technology and Tradition: Mobile banking, video conferencing, and online booking systems have made the Qurbani process more efficient, transparent, and accessible. Cities such as Prayagraj, Lucknow, Kanpur, Delhi, Mumbai, and Hyderabad are witnessing a rapid rise in digital participation and online bookings. Religious institutions, mosques, and community organizations are also increasingly adopting digital systems to organize collective Qurbani arrangements.
Dr. Rupendra Singh of Jawaharlal Nehru University New Delhi states that the growing trend of digital Qurbani has become a strong bridge connecting the diaspora with their homeland, culture, and family. It represents not just a technological shift, but also a new socio-economic link between tradition and modernity. Digital Qurbani reflects a significant transformation in how religious practices adapt to technological change. It demonstrates how tradition and modernity can coexist, creating new forms of participation, economic activity, and emotional connectivity across borders.
