The tradition of consuming bhang lassi during Holi is particularly common in North India where Holi itself is celebrated with a fervor unseen elsewhere. Bhang is heavily consumed in Mathura, an ancient town of religious importance to the Hindus. Here the practice is believed to have been introduced by the followers of Krishna and has stayed ever since. They begin the preparation by Sanskrit chants and recitation of prayers. In Mathura, some people take bhang to work up their appetite while others do it to de-stress. But the hub of bhang use is Varanasi where the bhang is prepared on its famous ghats.