Help to identify: Indians with pink pillows(?)

Yesterday when I was going through airport security in San Francisco I noticed that in the privileged, aka the fast lane an interesting set of people were coming through. What grabbed my attention was men with pink rectangular pillows on their heads that they were holding with one or two hands. These objects were clearly ceremonial. Some of the men were wearing regular semi-elegant western clothes, others semi-elegant clothing from India. Based on their skin color they all seemed to be from India. There was more than a dozen of them. I also noticed 2 or 3 people around them , who seemed to be ritually fanning the top of these pillows. Eventually I also saw one or two elderly gentleman in turbans and more traditional Indian clothing, with big white beards. For my untrained eyes they looked like gurus. I would appreciate if someone could identify them for me and for the people who asked me on Facebook or Instagram about them; i.e. do they belong to a new (age?) religious movement or were adherents of a more traditional religion. I was too shy to shoot too many pictures, so here is the best of the ones I took:

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