Hare Krishna, what can I do for you?" the voice at the other end asks. In the background, a recorded rendition of 'Hare Krishna, Hare Rama' by A.C. Bhaktivedanta Prabhupada, founder-acharya, International Society for Krishna Consciousness (Iskcon) plays.

"For some it's just a cult, for others, the ultimate in religion. The truth lies somewhere between," says Mr Prasad of the Osho Nisarga Meditation Centre, Bangalore. His colleague, Mr Kiran Kumar adds, "I know of its existence, but I haven't been there." What is it that attracts hundreds of people to Iskcon everyday?

"I'm, here for sight-seeing. I know nothing about Iskcon's philosophy and don't intend enlightening myself either," says a Bangalore youth at Iskcon.

A couple of tourists from Kerala say that they are impressed by the temple's architecture, philosophy and Iskcon's dedication in spreading Krishna Consciousness. One tourist even says that the Guruvayur Devaswom Board in Kerala could learn a thing or two about administration and organisation from the Iskcon people.

Enter Mr Varada Krishna Dasa, the public relations officer, Iskcon -- saffron clad, the tilaka and mala in place, this erstwhile engineer cum management graduate, is politeness personified. "Iskcon is a Vedic organisation that promotes God-consciousness among people," he say's. Doesn't Iskcon subtly thrust its ideology on visitors? Like insisting that they chant Hare Krishna when receiving prasad and playing tapes in the temple. "Our Vedic scriptures state that chanting is one of the easiest ways to move towards God-consciousness. Also that if a person only hears the chanting of God's name, he gets a spiritual credit for it, even if he isn't a devotee. That is the guna (quality) of chanting and that is what we follow at Iskcon," adds Krishna Dasa.

Mr Radhakrishnan, a visitor, says that he sees nothing wrong with the manner in which Iskcon propagates it's philosophy. "Today if Hinduism has to survive, it has to hard-sell itself," he says.

But Mr Prasad of the Osho Nisarga Meditation Centre is against hard-selling any kind of philosophy or religion. His colleague, Mr Kiran Kumar has a more holistic view: "To propagate an ideology, in a crude sense would mean, to sell it." He would hard-sell Osho, he says, if he believes that the somebody is interested and could benefit from it.

Dastur Nadirshah P. Unvalla, the 82-year-old high priest of the Parsi temple, Bangalore is absolutely against marketing a religion or ideology. His religion does not permit it. "A Parsi is born, not made," he says. "Besides why would anyone want to sell a religion unless his aim is conversion?"

Mr Varada Krishna resents suggestions that Iskcon is out to convert people. Yes, Iskcon has a large following all over the world; and nearly 95 per cent of its followers are non-Hindus. But none of them were forced to convert. Most people, including he, joined the movement after being influenced by Swami Prabhupada's teachings. "Do you think any organisation can garner such phenomenal support and goodwill if it were the thrusting kind.?" he asks.

"What about the temple's architecture, its grandeur? Doesn't it make the presiding deity seem inconsequential?" Mr Ramesh Krishna, a first time visitor to Iskcon, asks. Mr Varada Krishna disagrees. "The scriptures encourage utsava, (celebration in the service of the lord)," he says and hastens to add that most of Iskcon's rituals and practices have the Vedic sanction. "Iskcon does not concoct rituals and practices;" he adds.

His colleague, Mr Vishwa Prana Dasa adds: "Temples are deliberately built in a grand manner. Look at the temple at Tirupati, or the Sri Ranganatha Swami temple at Srirangam, aren't they grand? Temples are so built to portray man's insignificance in front of God."

Mr Prasad sees this phenomenon differently. He says, "the prevailing notion today is, make some noise and you'll be considered important."

The various counters selling devotional -paraphernalia like beads, laminated photos of Krishna, tee shirts, shawls, prasad counters, are so located that they simply cannot be missed when leaving the temple. "Is it yet another way to sell Isckon's philosophy?" asks Kartik Anand, a software engineer.

Mr Varada Krishna says, "This is not an exclusive Iskcon practice. In almost every temple town in India you will see shops selling such devotional paraphernalia. The idea is to provide under one roof; all that people need, to practise what we preach." A cynic reacts saying, "People who make a hue and cry about religion are precisely the ones who have nothing to do with it;they use it as a tool to gain power - both physical and psychological."

To that the Iskcon and their like would say what Ms Pashmina M Contractor says in the Jam-e-Jamshed, a Parsi Weekly: "For those who believe, no explanation is necessary; for those who don't, no explanation is possible."