Creative Economy

35. The Socioeconomics of the Durga Puja Creative Economy

Written by Aria Kenangan • July 2, 2026

Durga Puja Economy

Structural Mechanics

The annual Durga Puja festival in West Bengal, inscribed on the UNESCO Intangible Cultural Heritage list, is a massive creative economy. The festival supports a complex network of creative industries, including clay-sculptors (Kumartuli), pandal designers, lighting technicians, performing artists, and regional weavers. This seasonal economy relies on corporate sponsorships, advertising, and community crowd-funding, driving significant consumer spending across the retail, transport, and hospitality sectors.

Data-Driven Metrics

  • Economic Scale: The Durga Puja creative economy contributes over ₹32,000 crore annually to West Bengal's economy, accounting for roughly 8.5% of the state's GDP.
  • Employment Multipliers: The festival provides seasonal livelihoods to over 3.5 lakh informal and creative workers, including clay artisans, pandal builders, and rural musicians.
  • Consumer Spending Boost: Regional retail sales (particularly garments, handlooms, and electronics) report a 40% to 50% increase during the pre-Puja shopping season compared to monthly averages.

Strategic Vector

The West Bengal Government should partner with financial institutions to offer low-interest micro-credit schemes to registered artisans and pandal workers in the pre-festival months, reducing dependency on high-interest informal loans.