The annual Gangamma Jatara festival in Tirupati, Andhra Pradesh, commenced with a notable resurgence of the traditional cross-dressing ritual among devotees. This year, the festival witnessed a significantly larger number of men dressing as women, attributed largely to the recent popularity of the Telugu film *Pushpa*.
Historically, the practice stems from a belief that embodying the spirit of Gangamma, a local deity revered as a protector and fulfiller of wishes, requires devotees to temporarily adopt a female persona. Men dress in sarees, adorn jewelry, and apply makeup, participating in processions and rituals. While the practice existed for decades, it had been dwindling in recent years due to societal changes and concerns about appropriateness.
However, a scene in *Pushpa* depicting Allu Arjun’s character performing a similar dance in female attire during a festival has sparked renewed interest and enthusiasm for the tradition. Many devotees explicitly stated their inspiration came from the film, viewing it as a validation and revival of their cultural practice.
Temple authorities and local leaders acknowledge the film’s impact, noting the increased participation and the positive reception of the ritual. They emphasize that the cross-dressing is deeply rooted in faith and is not intended as mockery or disrespect. The devotees believe that by embodying Gangamma’s spirit, they can receive blessings for prosperity, health, and the fulfillment of their desires.
The festival attracts thousands of devotees from across Andhra Pradesh and neighboring states. Beyond the cross-dressing ritual, the Jatara includes traditional dances, offerings, and prayers dedicated to Gangamma. Authorities have made arrangements to manage the large crowds and ensure the smooth conduct of the five-day festival. The renewed interest generated by *Pushpa* has brought a fresh wave of energy to the Gangamma Jatara, highlighting the powerful influence of cinema on cultural practices.
