Durga Puja's Creative Economy

How Kolkata's Durga Puja became a huge creative economy of pandals, idol makers and sponsors, how a 2019 study valued it, and its UNESCO recognition in 2021.

Durga Puja in West Bengal is a massive cultural and economic event.

Pandals

Communities build elaborate pandals (temporary structures) with artistic themes.
Thousands of pujas in Kolkata alone.

Economic value

A 2019 study commissioned by the British Council estimated Durga Puja’s creative economy in West Bengal at around 32,000 crore rupees.

Who benefits

Idol makers in Kumartuli, Kolkata.
Artists, designers and lighting technicians.
Food stalls and retail.
Sponsors and advertisers.

UNESCO

UNESCO inscribed Durga Puja in Kolkata on its Intangible Cultural Heritage list in 2021.

Tourism

Visitors from India and abroad tour pandals.

Funding

Pujas are funded by donations, sponsors and, in recent years, state grants to puja committees.

The Kumartuli studio

In Kumartuli, artisans shape clay idols for months before Durga Puja, earning much of their annual income in one season.

Thinking festivals are only religious events

Durga Puja is also a large creative economy.

Key takeaways

Durga Puja features elaborate pandals.
A 2019 study valued its creative economy at about 32,000 crore.
Kumartuli idol makers and artists benefit.
UNESCO recognised it in 2021.