The idea of lineage is of immense importance in Sanatana Dharma. The Vedas and the powerful mantras in them were orally transmitted from a guru to worthy disciples. This ensured that the knowledge was safeguarded for centuries and that students were prepared to handle the power of these mantras accorded to worthy practitioners. The lineage also ensured that direct descendants of rishis carried the genetic material and tendencies that would enable them to continue specific Sadhanas and projects started by their ancestors.
The same principles apply in the world of business. While modern public limited companies typically appoint professional CEOs, many still rely on passing the baton to the next generation of family entrepreneurs. These children start young and work their way through the lowest rungs of the company so that they understand all aspects of the business.
In this article, we will examine the rise of Bikanervala - a multi-million dollar company that started on the streets of Delhi and has passed from one generation to another in the same family. We also examine the contribution of three generations of sages and their contribution to Sanatana Dharma.
Bikanervala, a name synonymous with Indian sweets and snacks, has a rich legacy that spans over a century. This family-owned business has not only transformed from a modest sweet shop in Bikaner but has also made its mark globally, becoming a leading brand with a significant influence in the food industry.
Lala Kedarnath Aggarwal, affectionately known as Kakaji, laid the foundation for Bikanervala in the early 1950s. Hailing from a family with a history of sweet-making in Bikaner, he migrated to Delhi after the partition, bringing with him cherished family recipes. Kedarnath and his brother began by selling bhujia and rasgullas from buckets on the streets of Old Delhi. Despite the hardships, their dedication and the unique flavors of Bikaner soon garnered attention. Their new shop quickly became famous for its authentic Bikaneri snacks, such as Moong Dal Halwa, Bikaneri Bhujia, and Kaju Katli. Kedarnath's unwavering commitment to quality and authenticity laid the groundwork for Bikanervala's reputation. His philosophy of using traditional recipes and high-quality ingredients became the cornerstone of the brand, ensuring that every product reflected the rich culinary heritage of Bikaner.
Kedarnath's son, Shyam Sundar Aggarwal, joined the family business at a young age and took on significant responsibilities. His leadership marked a pivotal transition for Bikanervala as he adapted the business to changing market dynamics. He saw Western fast-food brands penetrate the Indian market and responded by introducing new product lines. He also opened multiple outlets across India, ensuring the brand remained competitive. In 1988, Shyam launched Bikano, a packaged snacks brand, to cater to the growing demand for ready-to-eat products. This strategic move allowed Bikanervala to reach a wider audience through modern retail channels. Under Shyam's leadership, Bikanervala embraced modernization. He implemented new technologies in production and distribution, enhancing efficiency and product quality. The introduction of innovative packaging, including three-layer laminate packaging, set Bikano apart in the market.
Shyam's son, Manish Aggarwal, represents the third generation of the Aggarwal family and has been instrumental in elevating the Bikanervala brand globally. He has successfully introduced the brand to over 35 countries, including the USA, UK, and Australia. He also introduced a range of healthier snack options and ready-to-eat meals, catering to the increasing health consciousness among consumers. Manish then launched a range of frozen products, tapping into the growing demand for ready-to-eat meals, making it easier for consumers to enjoy traditional Indian flavors with convenience. His strategic vision and innovative mindset have been pivotal in transforming Bikano into a globally recognized brand.
Eons ago, when the world was still young, sage Bhrigu puzzled over a tricky question. He knew that the Vedic rituals would be made available to more people as time passed, and the chances of them making mistakes would be much higher. He wanted to verify which of the three primary gods, Lord Bramha, Shiva, and Vishnu, would be most forgiving of the devotee's mistakes.
My Guru Om Swami summarizes Bhrigu's expectations in the following expression.
If you cast a stone at a tree laden with fruits, it gives you back a fruit. What if devotees hurt their Istha? What will they get in return?
Bhrigu decided to use his powers to astrally travel to all three gods and verify their love for devotees. He started by visiting Lord Bramha, who was in deep meditation and could not be stirred. Bhrigu then visited Lord Shiva, who was in Sadhana. When Bhrigu tried to awaken him, he barely escaped Lord Shiva's wrath by fleeing in his astral body. Finally, he went to meet Lord Vishnu and was welcomed lovingly.
Sage Bhrigu decided that, in all probability, the ever-merciful Sri Hari would be the most receptive to devotees' prayers and decided to physically visit him. He made the trip to Vaikuntha and was welcomed by his gatekeepers, Jay and Vijay, who informed him that Lord Vishnu was resting. He then met the divine mother, Laxmi herself, who told him he would have to wait since Sri Hari was in deep rest. Sage Bhrigu was now drunk on the power of his scholarship, tapas, and knowledge. He told Ma Laksmi that he had come to meet his beloved Vishnu, rushed in, and slammed his foot on the lord's chest. Startled, Sri Hari woke up and saw that his beloved devotee had come. He greeted Bhrighu joyfully, who realized the depth of his mistake. He fell to Sri Hari's feet, asking for forgiveness as he explained how he was testing for the most compassionate of gods and got thoroughly carried away.
Lord Sri Hari could see Ma Laxmi coming from the corner of his eye and knew he could never choose between her and his devotee. He decided the best way was to disappear and let nature take its course, for nothing happened without his will anyway. Ma Laxmi roared like a wounded lioness and told Bhrigu how dare he hit Sri Hari. She cursed him that wealth and prosperity, her primary blessings, would desert all Brahmins from this moment. Bhrigu stood stunned for a few minutes before remembering his penance and stature. He begged forgiveness for his actions and then told her that she was underestimating the strength of his bond with Lord Vishnu. Bhrigu told her he would write a scripture that would force her to come to practitioners of that scripture. He wrote Bhrigu Samhita, which became the basis of modern astrology. The priests practicing astrology tended to accumulate more wealth than other Brahmins.
After many years, sage Bhrigu gave birth to one who became Mrikanda Rishi. Since sage Mrikanda was born from Bhrigu's penance, he was self-awakened. He realized that his father's behavior toward Ma Laxmi was inappropriate, and he needed to make amends. He invoked her with a verse that would become the seventh verse of the mighty Sri Sukhtam chant found in the Rig Veda.
The divine mother was pleased with his penance and withdrew the punishment she had inflicted on his clan.
Sage Bhrigu wrote the book that defined Vedic astrology, while his son Sage Mrikanda contributed a verse to the Sri Sukhtam chant. However, when Mrikanda saw his future using the Bhrigu Samhita, he realized he did not have any child who would inherit the legacy of his penance and continue to work for the benefit of humanity. He prayed intensely to Lord Shiva, who blessed him with the choice of having a brilliant child who would die at the age of 16 or a good-looking simpleton who would live a long life. Sage Mrikanda chose to have a brilliant child with a short life, thus willing the magnificent Sage Markandeya into existence. The young Markandeya knew he had a short life and realized that while his father had gained the forgiveness of the mother goddess, he needed to apologize to Lord Shiva for his grandfather's brazen act.
Markandeya also knew that Lord Shiva was Mahakala, who presided over death itself and could extend his short life. He worshipped Lord Shiva with unrivaled intensity and spent his days chanting rudram in a Shiva temple. That's where Yama (Death) found him when he came to tie a noose on his neck and take him away. Markandeya hugged the Shivaling and clung on for dear life while Yama threw the noose on his neck. The noose went around the Shivalinga, too, and Lord Shiva came out engaged. He told Yama to leave the young devotee alone, and when Yama refused, Lord Shiva battled Yama till he yielded. Finally, he blessed Markandeya with immortality and disappeared. Markandeya went on to do amazing things, including writing the Markandeya Purana. After invoking Lord Shiva, he also invoked Ma Durga and gifted us with the magnificent Durga Saptashati.
He also became the guru of the magnificent and gentle Medha Rishi, who invoked another verse from Sri Sukhtam.
This article is a submission at the lotus feet of my guru Om Swami – the founder of the Vedic Sadhana app. The app helps you identify your ishta and then perform daily rituals that deepen your relationship with them. This incredible app makes the ancient rituals and practices followed by the sages of India available to you.