After allegedly breaking Jagannath tradition by planning an untimely Rath Yatra, the International Society for Krishna Consciousness (ISKCON) has once again found itself at the heart of controversy. Devotees and cultural circles have harshly criticised the most recent occurrence for what they see as a persistent "disrespect" for Jagannath tradition and practices.

Reports state that ISKCON's Madhuban Ashram in Rishikesh, Uttarakhand, organised the 28th Shree Jagannath Rath Yatra on October 7, well in advance of the ceremonial calendar's scheduled date. The chariot procession started at about 9:30 am from Madhuban Ashram and ended at Triveni Ghat Chowk on the Railway Road next to the Shri Guru Singh Sabha Gurudwara. During the occasion, it was reported that the deities' idols were transported on a four-wheeled vehicle.

The Shree Jagannath Temple Administration (SJTA) had already served ISKCON a 100-page response in September, at a meeting presided over by Gajapati Maharaja Dibyasingha Deb, explaining how such out-of-season Snana Yatra and Rath Yatra rites were in violation of Jagannath customs and temple standards. The letter further cautioned that if the organisation persisted, legal action might be taken.

But just a month later, ISKCON has once more held the ill-timed chariot celebration, which has angered Jagannath followers once more.

The SJTA has been encouraged to take legal action against ISKCON by a number of religious experts and temple servants for allegedly disobeying the spiritual and ritual sanctity of Lord Jagannath's culture.

Rath Yatra is traditionally held on Dwitiya Tithi, Suklapakhya, during the month of Asadha. People have been doing it for 700–800 years. On behalf of Mukti Mandap experts, we denounce the attempt to desecrate the Jagannath culture by planning an untimely Rath Yatra," the executive president of the Mukti Mandap Pundit Sabha stated.