Prayagraj: Resentment is brewing among seers and religious leaders in Prayagraj over a company selling liquor under the brand name ‘Sangam’. Saints have termed the use of the revered name for an alcoholic beverage an insult to the Sanatan faith and warned of an agitation if the brand name is not withdrawn.Mahant Ravindra Puri, president of the Akhil Bharatiya Akhara Parishad and Mahamandaleshwar of the Mansa Devi Temple Trust, Haridwar, said, “The name ‘Sangam’ is not merely a word; it represents the spiritual soul and faith of millions of devotees connected with the holy confluence in Prayagraj. Using such a sacred identity for a liquor brand is highly objectionable and deeply hurts religious sentiments.” The Yogi Adityanath govt must immediately intervene and take strict action against those responsible, he added.Head of Tikar Mafi Ashram, Jhunsi, Harichaitaniya Brahmachari strongly condemned the liquor company and demanded strict action against those responsible. “Those behind this should be punished and their licence must be cancelled. If the govt fails to act, the saint community will take the necessary steps, and if required, we will also approach the court,” he said. Harichaitaniya had earlier moved the Allahabad HC against Kanpur tanneries over alleged pollution of the Ganga.The seers are protesting against the name ‘Sangam World Malt Whisky’, launched in 2024 and produced by Radico Khaitan Limited (formerly Rampur Distillery). As the product reportedly gained popularity in the market, information about the brand name spread, triggering outrage among seers and devotees.Speaking at Bharadwaj Ashram, Jagatguru Ramanujacharya Shandilya Maharaj said, “The Sangam in Prayagraj is one of the holiest places in Sanatan Dharm. Naming liquor after Sangam hurts religious sentiments.”