In the trendy Soho neighborhood of Manhattan, the Broome Street Ganesha Temple offers a refreshing take on Hindu spirituality, attracting a diverse community and even celebrity fans. This 20-year-old temple, dedicated to the elephant-headed deity Lord Ganesha, has carved out a unique space where tradition meets contemporary New York cool. Its prime location allows it to host renowned spiritual figures like Deepak Chopra and draws in devotees and admirers such as actor Willem Dafoe, who has been seen sporting a Broome Street Ganesha Temple T-shirt.
“Here, it’s cool to come to the temple,” explains Shruti Bramadesam, the temple’s assistant director. “It’s cool to be spiritual. It’s cool to meditate. It’s not something we have to be made fun of for growing up.” This welcoming and modern approach is central to the temple’s mission, particularly as it recently celebrated Ganesh Chaturthi, the 10-day festival honoring Lord Ganesha’s birthday. The celebration culminated in a uniquely New York visarjan, where the clay idol of Ganesha was ceremonially immersed in the Hudson River, connecting ancient traditions with the city’s iconic waterway.
Bramadesam emphasizes that the Broome Street Ganesha Temple and its rituals, like the visarjan, are open to everyone in New York, regardless of background or beliefs. The temple aims to be a spiritual sanctuary for all, embracing individuals whether they are deeply rooted in Hinduism or simply seeking a moment of peace. “If you need a spiritual sanctuary, we are here,” she states, highlighting the temple’s role as an accessible and inclusive space in the bustling city.
Founded in 2001 by yoga instructor Eddie Stern, the Broome Street Ganesha Temple positions itself as more than just a traditional Hindu temple. It’s envisioned as a sanctuary where anyone can step away from the city’s frenetic pace and find tranquility. While New York City boasts numerous historic churches and synagogues, often grand monuments of past eras, this temple offers a different atmosphere. Its minimalist design, bathed in natural light, blends seamlessly with Soho’s artistic and modern vibe, functioning as both a yoga studio and a mandir.
“The temple is rooted in tradition and history but also caters to the needs of modern Hindus or people who are spiritual,” Bramadesam notes. It houses deities not only of Ganesha but also Sai Baba, Krishna, Radha, and Shiva, recognizing the diverse needs of busy New Yorkers seeking convenient worship. This multi-deity approach contrasts with traditional Indian temples, which are typically dedicated to a single deity, but is common in the U.S. to serve a broader Hindu community. Bramadesam aptly describes it as paying “homage to the traditional temples of India but in a cool, modern, New York way.”
Its location in Manhattan also provides accessibility for urban dwellers who would otherwise need to travel to boroughs like Queens to visit larger, more established Hindu temples. This convenience is a significant draw for those seeking spiritual connection without lengthy commutes.
Bramadesam, leveraging her marketing expertise, joined the temple in December 2021 and has been instrumental in its rebranding efforts, particularly in attracting a younger demographic, Gen Z. Under her guidance, the Broome Street Ganesha Temple has become the only mandir with a thriving presence on TikTok and a strong Instagram following of over 10,000, where puja ceremonies are livestreamed. This digital engagement is key to reaching a new generation of spiritual seekers.
Like many established faiths in the U.S., Hinduism is experiencing a shift in engagement among younger generations. Data from the Springtide Research Institute indicates that Americans under 30 are increasingly identifying as spiritual rather than strictly religious. This trend, termed “faith unbundled” by Springtide, suggests that young people are curating their spirituality from various sources, religious and secular, rather than adhering to traditional religious institutions.
Bramadesam believes this trend works in favor of Hinduism, which, with its lack of rigid dogma and hierarchical structures, resonates with Gen Z’s approach to spirituality. “We accept everyone,” she asserts. “The whole point of Hinduism is that anyone can find it.” This open and accepting philosophy appeals to those exploring different spiritual paths.
Connor Castellano, who grew up in a non-religious family in Florida, found resonance in Vedanta Hinduism’s teachings, particularly the concept of the body as a vessel for the soul. This philosophy deeply impacted her, leading her to believe her purpose is “to love and serve God in loving and serving others.” Castellano joined the Broome Street Ganesha Temple team full-time in January and further immersed herself in Hindu monastic life by spending a month at the Sarada Convent in California.
“It’s a beautiful thing having community,” Castellano shares, greeting a mix of regular attendees and newcomers daily. For her, the temple has provided a vital sense of community in New York City, a blessing she deeply values. For many young Hindus, Broome Street serves as a comforting reminder of their cultural and spiritual roots, now accessible in a modern urban setting.
Diya Srinivasan, a researcher who lived in New York City, describes the temple as “a really nice place to come after the workweek to decompress and have a moment of meditation.” She emphasizes its essence as “ultimately a space where there’s a piece of calm,” a precious commodity in the heart of Manhattan.
Bramadesam herself exemplifies this return to Hinduism. Raised in a devout Hindu household in Michigan, she initially drifted away from religion in college. However, upon moving to New York, she felt a renewed need for spirituality, leading her back to her roots and to the Broome Street Ganesha Temple.
The temple’s appeal extends beyond just young people. Gautam Gupta, a long-time Manhattan resident, had struggled to find a temple community and engage his teenage children in religious practices. However, a visit to Broome Street with his younger daughter proved different. They stayed for nearly two hours, and Gupta noted, “It was very peaceful… No devices!”
For Gupta and others in the Broome Street Ganesha Temple community, the overarching aim is to cultivate a thriving Hindu community in Manhattan, welcoming individuals from all walks of life and stages of their spiritual journey. “The bigger the community, the more you feel like you belong to it,” Gupta concludes, encapsulating the temple’s inclusive and community-focused ethos.
