Tirumala Tirupati Devasthanam

Case Analysis Submission

By Group 9
Abhishek Raj – Roll Number - 53
Chinmoy Sarkar – Roll number - 07
Diwaker Bishnoi – Roll Number - 51
Gurpreet Singh – Roll number - 37
Rohan Goel – Roll number - 52
Stuti Birje – Roll number - 26
Subhajeet Dey – Roll number - 38
 Situation Analysis
Lord Sri Venkateswara, also known as Srinivasa, Balaji, and Veṅkaṭachalapati, made Tirumala his
abode five thousand years ago. Even before him, it was Lord Varahaswami who had made
Tirumala his abode. Since then, many devotees have continued to construct grand entrances on
the ramparts of the temple over generations. The temple complex is spread over 16.2 acres of
land.
This case also revolves around Pandit Sitaram who is confused and worried about managing the
increasing lines due to increase in devotees’ number, moral image of the temple having
discrimination within the devotees paying for priority darshan and revenues. All these were
there in his mind, but it came more prominently when he had a remark with head priest of
Amritsar Golden Temple that they don’t have different line culture in Golden Temple, all are
equal.
The time when this incident took place the daily darshan was numbered to 30000 number and
it was bound to grow double in years to come

Tem ple
Revenue

M oral Im age
of Tem ple
 Problem Analysis-Fore Field Model

Restraining Force Driving Force

Moral Revenues
Media
attention From queue
Popularity
Comparisons Donations of shrine
with other TTD
shrines

Crowd Diverse Board

mgmt
Overview of TTD in Year 20

TTD is a conglomeration of temples, brought under the First Schedule 2 of the Act 30 of 1987.
TTD maintains 12 temples and their sub-shrines, and employs about 14,000 persons.TTD has
dedicated itself to serving pilgrims who visit Tirumala and Tirupati. It provides facilities to make
their pilgrimage a unique and rewarding spiritual experience. It also works towards preserving
the serenity and sanctity of the sacred Tirumala-Tirupati area.
 Darshan
More than 60,000 to 80,000 pilgrims visit the Sri Venkateswara Temple
every day, TTD has initiated efficient systems of darshan for the sake of
multitude of visiting pilgrims in Tirumala.

Sarvadarshanam Seeghra Darshan

Sarva Darshan is the free darshan
where in the pilgrims wait for
their turn to catch the glimpse of
Lord in the compartments of
Vaikuntham Queue Complex II.
Sarvadarsanam means 'darshan
for all'. The timings for
Sarvadarsanam are different on
different days of the week. n
normal days, about 18 hours are
allotted for Sarvadarsanam and
on peak days, it is open for 20
hours.
The entrance for this darshan is
through the Vaikuntam Queue
Complex. The complex is a series
of inter-connected halls that
leads to the main temple. An
efficient queue system ensures
that pilgrims move in an orderly
fashion through the Queue
Complex, towards the main
temple.
The Special Entry
Darshan(Seeghra Darshanam)
was introduced on 21-Sep-2009
to provide quick Darshan to the
Pilgrims.
The cost of the Ticket is Rs.300/-
per pilgrim with Single Laddu free
of cost and booking is open round
the clock.
The Advance Booking of Special
Entry Darshan is introduced w.e.f.
27.August.2014.
Pilgrims can book Special Entry
Darshan tickets for the current
day 3 hours prior to Darshan Slot
subject to availability of Quota.
Pilgrims can make eHundi
Offering while booking Darshan
tickets
Divya Darshan
The pilgrims who trek Alipiri and
Srivari Mettu footpath routes to
reach Tirumala come under this
category.
Free bus facility from Railway
Station to Alipiri or Srivari Mettu
to transport the pilgrims who
desire to trek the respective foot
path routes as per their choice.
A free luggage counter has been
arranged at Alipiri where in
pilgrims can deposit their luggage
and get the receipt. After
reaching Tirumala they can
collect their baggage.
In Tirumala free accommodation
is available for them in PACs
(Pilgrim Amenities Complex), free
tonsuring, free Darshan and free
meals

Total pilgrims who had darshan on 26.11.2020: 25,585 which is far less than what it was before
Pandemic, on 17th March 2020 the number of Pilgrims was 78,872.
Decision Analysis:

Alternative 1

• To have darshan card for members coming frequently.

• On the darshan card they can join specific row designated to devotees. Designated rows
can move fast.

Pros Cons.

Equality in Darshan to an extent Maintaining the records of the devotees having

Darshan card.
Crowd control.

Alternate 2

Apply Queue Management System framework.

Queue management is a set of principles aimed at controlling

customer flow and streamlining the queuing experience. Based on
two main parameters of queue management, which are
the number of channels (or servers) and the number of phases of
service.There are four types:
 Single Channel, Multi
Phase . Example: retail
Single Channel, Single
banking, with different
Phase . Example: an
counters for
automated car wash
withdrawals, deposits,
new accounts

Multi Channel, Single

Phase . Example: Multi Channel, Multi
airline ticket counter Phase  Example: a
with separate queues laundromat with
for business class and several washers and
economy class dryers
passengers

As per the case study the TTD fits into Multichannel , Single phase framework. It can be managed
as follows :

• Online registration of devotees and issuance of QR code with time slot.

• Time slot to be allotted and devotees get time reminders to get the QR code scanned at
gate / Check point.

• Entire process shall be mobile enabled - live tracking of devotee’s position can be
monitored on the app.

• If devotees wish to visit early, they need to pay premium price

• If devotees wish to have higher band width/ flexibility to scan the QR code and take
darshan. They need to pay premium price.

• To manage the situation Queue Management System was required which could handle
the lines, the people who want to have priority Darshans and with no loss in revenue.
 • Step 1: Devotees Registration

• Devotees can register Online

• Devotes can register in the temple premises

• Time slot given to devotees with the reporting Gate / Line/ with color coding of
line.

• Devotees can be scheduled in different lines on the basis of the color of the
registration slip/ Line number/ gate number mentioned on it.

• Step 2: Tracking of Devotees

• Tracking of devotees can be done the moment the registration slip is scanned.

• Reminders can be given to devotees for darshan timings.

• Skipping ques option can be given over mobile.

• Devotees can have real time information of their darshan timings.

• Step 3:Live records of the Queue

• After darshan the devotee scans the slip and gives indication the devotee left the
temple premises.

• It gives trigger to the computer about the occupancy level of the lines getting
emptied.

Pros. Cons

Better crowd management and Increased revenue Adoptability of the Mobile App.
due to additional features of Premium devotees.
Lesser Lines in the temple premises. Expenditure to create the App

Equality in the devotees.

Systematic entry and exit.

Other addons for prashad, langar & other features

of Temple can be viewed on the Mobile app.
Recommendation:

Going forward as second step of development would be Queue less Management System which
could lead a revolution in the temple/ Devotee management and reduce the lines inside the
temple premises. Real time interactive darshan where the information is reciprocated with the
devotee online and on Realtime basis with the usage of Information Technology.
Various Frameworks have been used to determine the Queue Management and technological
enablers have been considered while designing the frameworks. With this unforeseen situation
like covid can also been countered, when the rush inside the temple is low automatically social
distancing is maintained.
Queue less Technology : To take over take a number system
Robotic process automation (or RPA) is a form of business process automation technology based
on metaphorical software robots (bots) or on artificial intelligence (AI)/digital workers. . It will
act as electronic queuing platform

• It is interactive mode which allows pilgrim to arrive just-in-time with no waiting in lobby
• With Queue Less technology, TTD can take advantage of pilgrim's smartphones with
timely alerts about wait times and scheduled appointments
• This will help the process to be more efficient: by eliminating lines, speed up darshan,
and empty waiting areas.
• Empower pilgrim to wait anywhere they want to while TTD gains high devotees
satisfaction rates, valuable pilgrim data, and a huge edge operational profit
• This data can also be used to detect crowd dynamics such as pedestrian flows and
bottlenecks, and social groups
• Managing pilgrims through controlling the crowd flow using inputs from technology like
CCTV cameras, drone fitted with cameras can be used to assess the number of people in
a particular venue in order to decide whether to stop or allow more people inside the
venue

The idea is set to win due to increase as penetration of smartphones and internet is increasing.
Following graph shows approximately 2.5 time increase unique subscribers of 4G.
 Pros. Cons

Better crowd management and Increased revenue Adoptability of the Mobile App.
due to additional features of Premium devotees.
Lesser Lines in the temple premises. Expenditure to create the App

Equality in the devotees.

Real time control and inputs to pilgrim

Pilgrim data with Temple

Scrapping of Paid darshan and making use of Queue Less app to generate revenue by sending
updates on various program schedule in temple and personalized wishes on Birthday etc with
option to donate funds can nullify loss of revenue due to paid services for darshan
Key Take Away:
• Technologies can change the perspective – How we see the things as it is and how better
it can become if we do it with the help of technology.
• If we don’t change with time, time will change us. Have a pro-active approach