IT is unfortunate that the sacred ritual of Eidul Azha has been increasingly losing its spiritual essence to materialistic display and competitive showmanship. What was once a deeply personal act of devotion and ritualistic practice has now become a spectacle of wealth and social status.

In urban centres right across Pakistan, particularly in cities like Karachi, Lahore and Islamabad, the pre-Eid buzz is no longer about the essence of sacrifice, but rather about who has purchased the largest, rarest, or costliest animal. Social media feeds become saturated with images of ‘celebrity bulls’ tagged with extravagant price labels as if sacrifice has turned into a marketing campaign.

Reports from the Pakistan Tanners Association estimated that over eight million animals worth more than Rs500 billion were sacrificed in 2023. While this economic activity is significant, it also raises serious questions: how much of this spending is driven by sincere religious intent, and how much by societal pressure, or the desire for online validation?

The involvement of social media influencers and even cattle traders in this ‘performance’ culture cannot be ignored. Their role in popularising a consumerist interpretation of the ritual is both powerful and problematic.

Furthermore, this trend doen place an unfair psychological burden on middle- and low-income families that often feel compelled to match standards that they cannot afford.

Let us remind ourselves that the sacrifice is not about size, price or posts; it is all about humility, sincerity and compassion.

Muhammad Rahim
Quetta

Published in Dawn, June 7th, 2025