What is Lakshmi maxxing? The new wellness trend drawing on India’s ancient traditions is facing backlash; why Indians are questioning it

From yoga to chakras and now “Lakshmi maxxing”, India’s ancient spiritual traditions have once again found an unexpected place in internet culture. But this time, the focus is on beauty, femininity, abundance and wellness all through the imagery of Hindu goddess Lakshmi.So, what exactly is Lakshmi maxxing? The word “maxxing” essentially means maximising or optimising a particular aspect of your life. Lakshmi maxxing takes the image and symbolism associated with goddess Lakshmi and turns it into a modern blueprint for improving one’s appearance, lifestyle, energy and sense of abundance.The trend has been popularised online by wellness mentor Lisa Power, who presented it as a way of bringing elements inspired by Indian traditions into everyday self-improvement. But the trend has received a lot of backlash from Indians. Those opposing it say Lakshmi is a revered goddess in the Hindu traditions and using it for just for an aesthetic trend is demeaning.Lakshmi is more than an aestheticIn Hindu tradition, Lakshmi is not simply a symbol of jewellery, beauty or an expensive lifestyle. She is a revered deity whose significance has developed over centuries within Hindu religious traditions and practices. She is associated with wealth and prosperity, but her symbolism is much broader. For many devotees, Lakshmi represents abundance, auspiciousness and well-being, with her worship forming an important part of religious and family traditions.When that symbolism is removed from its religious and cultural context and transformed into a collection of beauty tips, self-care rituals and aesthetic goals, questions naturally arise.Is a sacred figure being reduced to an internet aesthetic? Is an ancient tradition being repackaged as a wellness product? Or can people engage with the symbolism in a contemporary way without disrespecting its origins?Why the trend is attracting attentionPart of the appeal of Lakshmi maxxing is that it fits neatly into the language of modern wellness culture. Social media is already filled with ideas about “romanticising” everyday life, improving one’s appearance, creating rituals, attracting abundance and becoming more intentional about personal care. Lakshmi maxxing brings these ideas together under a distinctly Indian cultural image.Appreciation or appropriation?This is perhaps the most interesting part of the conversation. It would be too easy to assume that everyone using the term is deliberately appropriating Indian culture. Some people may genuinely be interested in Indian traditions and may see the trend as a way of reconnecting with cultural imagery and ideas. But cultural appreciation becomes more complicated when the original meaning of a religious symbol disappears.There is a difference between learning about a tradition and using its most visually attractive elements without understanding their significance. A deity worshipped by millions can mean something very different to a devotee than she does in a social media post about becoming more beautiful, luxurious or “high-vibration”.Why context mattersThere is nothing new about ancient traditions being adapted to modern life. Yoga, meditation and Ayurveda, for example, have travelled far beyond India and taken on new forms around the world. But when a religious practice or symbol enters mainstream wellness culture, something can be lost if its history is ignored.Lakshmi’s imagery carries meaning because of the traditions behind it. Her association with prosperity and abundance cannot be separated entirely from the religious and cultural practices in which those ideas developed. That does not mean every modern interpretation is disrespectful. It does mean that the more popular a trend becomes, the more important it is to understand what is being borrowed and where it came from.Lakshmi maxxing may eventually disappear like many internet trends do. But the debate it has started is likely to remain relevant.The real question is not simply whether Lakshmi maxxing is a passing wellness fad. It is where we draw the line between embracing another culture and turning its sacred symbols into lifestyle accessories.Catch the latest World News and Live updates. Download the TOI app.