In a controversial religious ritual held in Satdev village, Sehore district, Madhya Pradesh, approximately 11,000 liters of milk, valued between ₹5.5 lakh and ₹8 lakh (roughly $6,600 to $9,600 USD), were poured into the Narmada River. This event, marking the conclusion of a 21-day Mahayagna, aimed to purify the river and invoke prosperity, according to its organizers. However, the act has sparked significant backlash across social media platforms, with many condemning it as environmentally irresponsible. Environmental activists, including Ajay Dube and Subhash Pandey, have raised alarms about the ecological consequences, highlighting that such large quantities of organic matter can deplete dissolved oxygen levels, endangering aquatic life and communities relying on the river for drinking water. The timing of the ritual has drawn sharp comparisons to a recent incident where a school cook diluted milk for students, intensifying public outrage. While supporters view the ritual as a traditional expression of faith, critics question the ecological cost of such practices, especially given the Narmada's existing environmental challenges.