Festivals

It’s that time of the year again. Durga Puja 2024 is on the horizon, and the media landscape is alive with excitement. News channels are overflowing with coverage of puja festivities across the country. Online platforms are buzzing with ‘how to make your Durga Puja memorable’ listicles. And your colleagues’ social media feeds? They’re brimming with #tbts and photo dumps of traditional attire. And rightfully so. Durga Puja has become one of the most vibrant festivals in India, transcending its roots in West Bengal to become a nationwide—and even global—phenomenon. People everywhere embrace the celebration of Goddess Durga’s victory over Mahishasura, and they’re eager to share that joy with the world. Unlike other major festivals, such as Diwali with its pollution concerns or Holi with its messy exuberance, Durga Puja carries no such baggage. It is widely seen as a classy celebration, showcasing the best of Indian tradition and culture. For Bengalis, it’s their signature festival and an important cultural artefact, while for others, it’s a growing event that resonates across communities. But there’s more to Durga Puja than vibrant celebrations. It’s also a festival that plays a critical role in India’s economy and social fabric. Before we dive headfirst into the 2024 celebrations, let’s pause and reflect on the festival’s multifaceted importance. From its economic impact to its cultural significance and global reach, Durga Puja has evolved into something far beyond just a religious celebration. Is it socio-economically important? Festivals in India are not just about traditions and values; they’re big business. We love to celebrate, but we also love to spend—and make—money during these times. It’s true for Holi and Diwali, and Durga Puja is no exception. Beyond the rituals, it drives massive activity in West Bengal’s economy. In 2023, the festival generated ₹84,000 crores, providing jobs for over 3 lakh people and contributing to around 2.5% of Bengal’s GDP, according to the British Council. https://www.youtube.com/watch?vtnYmiRTAxMQ Durga Puja is in full swing in 2024 with a lot of momentum The economic significance of Durga Puja extends far beyond the region. In 2024, market activity surrounding the festival is expected to contribute nearly ₹8,000 crore in the Delhi/NCR region alone. With so much at stake, Durga Puja has become a commercial spectacle as much as a religious one, and the advertising industry is fully onboard. In 2021, around ₹500 crores were spent on advertising, outstripping even the IPL season, and this number is only expected to rise this year, we presume. https://www.youtube.com/watch?vaOJLl9kjO-c Durga Puja (to its credit) ushers in very creative advertising almost always Various pujas are also unapologetically commercial. In Delhi’s famous Bengal-centric Chittaranjan Park, celebrations are expected to run with a budget of over ₹1 crore, drawing crowds of more than 1.6 lakh visitors per day. They often employ the same economics as live music events and concerts, and you can bet your sweet hide that massive sponsorship money is involved. But it’s not just about the big numbers and corporate interests. Durga Puja brings about lucrative financial and business opportunities for a variety of people and well, businesses. Most importantly, it plays a major role in boosting the local economy by providing jobs for craftsmen, security guards, transportation workers, and more—allowing them to earn during the festive season. Kumartuli Artisans While Durga Puja brings joy to millions, it hasn’t been without challenges for those at its core. This year, the artisans of Kumartuli faced unexpected hurdles due to local protests in Kolkata. The tragic incident involving a doctor at R.G. Kar Medical College sparked agitations, leading some local Durga Puja organisers to reject government honorariums in protest. Despite these domestic challenges, international demand for Durga idols remained strong. Over 5,000 idols were exported this year—a slight increase from 2023—highlighting the festival’s growing global footprint. According to Babu Paul, secretary of the Kumartuli Mritshilpo Sanskritik Samiti, export orders continued to pour in from countries like the United States, the UK, and Germany. This has provided much-needed financial relief for Kumartuli’s artisans, even as local demand saw a dip. However, this issue also reveals the complexity of balancing tradition with modern struggles, as Kumartuli artisans took to the streets to voice their grievances in a rally this year. And socio-culturally relevant? Durga Puja remains incredibly popular across the generations. Boomers, Gen Xers, Millennials, and Gen Z all adore Durga Puja in their own ways. It’s one of those rare occasions that brings everyone onto common ground (and let’s be honest, there aren’t too many of those these days). For Gen Z, Durga Puja is not just a festival; it’s a social milestone. Many use it as an opportunity to find romantic partners. In fact, a recent survey by a popular dating app revealed that 43% of young adults in Kolkata consider Durga Puja the perfect time to start dating or look for new love. So when you overhear your interns talking about how “she will get a new boyfriend this Durga Puja,” rest assured you weren’t hearing things. It’s a festival that brings people together, in more ways than one. The iconography of Durga Puja travels well overseas. In 2024, it was featured in Times Square in New York, receiving positive reviews and reception from both the Indian-American community and Americans at large. The Durga Puja celebrations in London and Dubai have also grown exponentially, attracting thousands of visitors each year. This international recognition underscores its growing global influence. https://www.youtube.com/watch?vAd_3hdi3WL4 Durga Puja 2024 is already a huge hit in Times Square Major brands have repeatedly leveraged Durga Puja to launch creative, eye-catching campaigns for their products and services. Companies like SBI, Raymond, Myntra, and Asian Paints have all tapped into the festival’s energy. Even global giants like Amazon and Netflix have curated special offers and content to coincide with the festivities. It’s also a popular concept for successful influencer marketing campaigns, providing extensive exposure and visibility for brands to a broad audience. Are safety and commercialization concerns justified? With great growth comes great responsibility. Durga Puja’s widespread popularity has also led to concerns about over-commercialisation and safety. In cities like Kolkata, large crowds and unstructured gatherings can pose health and safety risks, which the government and organisers are actively addressing. fire safety guidelines, increased police surveillance, and enhanced security measures for women are being prioritized to ensure that the festival remains safe for all attendees. Be Nice. Goddess Durga doesn't take kindly to miscreants. Organisers have vowed to guarantee the safety of women during the celebrations, with increased security and prevalent anti-sexual harassment slogans displayed throughout venues. Gender-sensitive messaging, often spearheaded by celebrities and prominent women leaders, brings credibility to these efforts. Authorities like NEN have also issued direct, public appeals that highlight the importance of boosting women's safety during celebrations. Aside from safety, there are intellectual movements that champion the preservation of the purer cultural and social elements of Durga Puja. They want to ensure that it does not become over-commercialized and commodified. After all, Durga Puja is officially inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity. It should not, according to them, turn into the McDonald’s/ EY/ KPMG of Indian festivals. It's important for the festival to keep its cultural outlook and appearance intact A growing contingent of prominent thinkers, creators, and intellectuals argue for the festival to be more attuned to its cultural, traditional, and humanistic values. Rather than celebrate largesse, prosperity, abundance, and noise—it should celebrate virtue, modesty, tradition, gender equality, and modern progressive values. It should be about promoting community, inclusivity, and eco-friendliness. And many groups have actually put these ideals into practice. Once again, it is hard to argue with this interpretation as well. Ultimately it is about culture and not selling products. What’s heartening is that brands and companies also seem to agree with this. A lot of them have started to use progressive, humanistic messaging while promoting traditional values and empowerment. Putting an emphasis on how the festival is about cultural preservation; rather than what makes their product look the best. After all, the festival is about the triumph of good over evil, and how its presented in the media should reflect that. Make your Durga Puja memorable Will you celebrate with grand festivities, embracing the exuberance of the season? Or will you focus on practicing and promoting socially conscious and eco-friendly traditions? Perhaps you’ll attend the biggest, most spectacular puja ceremonies to capture those perfect social media moments. Or maybe you’ll choose more intimate gatherings with a small, close group of friends, savoring the gentle touch of culture and tradition. Whatever your choice is, let us know in the comments below. Feel free to also share some of your favourite Durga Puja memories and experiences throughout the years. Let us know what the festival means to you. We've also written a bit on Onam and its rich history, give it a read! King Mahabali’s Kingdom: A Kerala Legend That Lives Through Onam Write to us at mindbrews.in if you're interested in topics alike, or if you just want to explore your writing skills.

Durga Puja 2024 : The Show Must Go on

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