In contemporary times, many Indian cities celebrate this annual Hindu ritual. Youth groups form "Govinda pathaks", which compete with each other, especially for prize money on Janamashtami. These groups are called "mandals" or "handis" and they go around the local areas, attempting to break as many pots as possible every August. Social celebrities and media attend the festivities, while corporations sponsor parts of the event. Cash and gifts are offered for "Govinda" teams, and according to The Times of India, in 2014 over 4,000 "handis" in Mumbai alone were high hung with prizes, and numerous Govinda teams participated.