Bengaluru, April 3 -- India's growing faith-tech startups are moving beyond digital horoscopes and virtual rituals to claim the nation's $35 billion market for spiritual merchandise. So, the firms that once focused solely on software are now wrestling with the complexities of supply chains, selling everything from 'blessed' crystals to sacred beads.

The pivot toward e-commerce is a move for higher margins and stronger customer loyalty. By enabling the shipment of goods, platforms like Astrotalk, Vama and Srimandir are transforming occasional service consultations into daily habits, creating touchpoints in a fragmented industry.

Yet, the transition has operational risks. Founders are navigating a huge, unorganized network of vendors wher...