The religiosity of the place significantly enhances its marketability by adding cultural and spiritual value to the existing economic event. The Pushkar fair coincides with the major Hindu religious festival of Kartik Purnima, when pilgrims come to bathe in the holy Pushkar Lake. This combination creates a unique atmosphere described as a "wild, magical crescendo of incense, chanting and processions." The presence of devotees performing religious rituals like floating candles on holy water makes the event more attractive to foreign tourists seeking authentic cultural experiences. Thus, what was primarily a cattle market becomes a tourist attraction with added religious significance.

Yes, there is definitely a market for spirituality in India. The context clearly shows that Indian spirituality and knowledge systems like yoga and ayurveda are being actively marketed in the West. The Pushkar fair itself illustrates how religion becomes a commodity – it is marketed internationally as a tourist product. The fair attracts not just traders but also foreign tourists who exchange not only money but also cultural symbols and religious merit. This demonstrates that spirituality, traditions, and religious images have become commodities in the global market, creating new circuits of goods, services, and people.