“It’s not just a religious experience, it’s also a social occasion,” he said.

Much of the online demand unsurprisingly comes from the global Indian diaspora, but entrepreneurs still see potential gaps within India itself.

“There’s so much demand on the priest’s time that he might not be available at the time you want,” said Rajendra Vaishampayan, whose company provided audio content for a series of iChants and iPooja mobile applications.

The apps for the pooja ceremony, including one tailored for Ganesha, assist in a do-it-yourself version of the elaborate ritual so that a family member can take on the role of the priest.

The rise in religion-to-mobiles fits the Indian pattern more generally. The mobile apps market generated $28 million in revenue in 2011, a four-fold rise from the previous year, according to research firm Analysys Mason.

Sourabh Kaushal, lead consultant at the group, expects revenue to reach $80-100 million this year.

Smartphone users now number 25 to 30 million, but this is still a fraction of India’s 550 million or so unique mobile users — almost half the population — who mostly use cheaper “feature” phones, Kaushal said.

“Mobile Internet usage is primarily driven by feature phones,” he told AFP, adding that about 40 million Indians have had their first online experience via their handset, accessible for five rupees (nine US cents) a day.

Chirag Shah, of mobile games developer Nazara Technologies, agreed feature phones “are still the dominant share and can’t really be ignored”.

A new Ganesha game released for the festival by Nazara, downloadable for 50 rupees on Android and feature phones, had a few thousand downloads in the first few days.

“It has a short shelf life but the acceptance is high. It goes with the whole occasion,” said Shah, whose company makes products to match other religious events such as Diwali, the Hindu festival of light.

For some, virtual prayer will never rival the real thing.

Undeterred by the chaos and the afternoon sun, 28-year-old Chetan Lad joined the jostling hours-long queue in Mumbai to see his beloved Lalbaugcha Raja, despite having access on his phone.

“I watch ‘aarti’ online as well, but on one day I have to come and visit,” he said.