Russian culture is gripping Morjim. Locals are learning Russian and many can even carry out a conversation. Advertising boards, computer key pads at cybercafes, restaurant menus are in Russian. Shack owners, shop owners, taxi drivers, massage parlours trying to cash in on the growing Russian clientele are giving Russian names to their business.
Russian capitalism could damage the culture of Vitthaldas vaddo. Names of places are already being changed. Morjim is Moscow beach. Some locals object to the presence of Russians, specifically to their rudeness, nudity, and crime. Temwado, a meeting point for locals, is losing its character. The sudden appearance of scantily dressed tourists is making it almost impossible for locals to visit with their families.
"They don't bother adhering to laws, they parks their bikes and cars in the middle of the road, after 2am they pass by shouting loudly giving us sleepless nights," said Prashant Harmalkar. There are also fears that narcotic trade goes on. TOI investigations revealed that a hotel run by Russians is actively involved in narcotics and prostitution. "If they write 'drugs are available here' in Russian on signboards who will realize? No one will be in a position to take action and drugs will be openly sold. It may be happening already," said Babaji Shetgaonkar.