By Anirban Dasgupta
Every year, as autumn descends on Bengal, the air fills with the fragrance of shiuli flowers, the beat of dhaak, and the vibrant hues of artistry. Durga Pujo is not merely a religious ritual — it is the state’s biggest cultural extravaganza and one of India’s largest mass festivals. It is a season of celebration, community bonding, and significant economic activity that generates substantial revenue and boosts tourism.
Economic Impact – The Numbers Speak
According to a landmark study by the British Council in 2022, Durga Puja was conferred a UNESCO “Intangible Cultural Heritage of Humanity” tag in 2021, further elevating its global profile. The study found:
– Approximately 3 million people are directly involved in Pujo-related work — including artisans (kumors), craftsmen, electricians, caterers, event managers, transport operators, and service providers.
– ₹1,000 crore+ worth of spending in the art & decoration segment, driven by elaborate pandals and themed displays.
– Kolkata itself accounts for a lion’s share of this economy, driven by sponsorships, advertising, retail sales, and cultural tourism.
According to some sources, in 2025, the revenue touched 65000 crores, still slightly below the industry expectation, thanks to torrential rain and GST bumps.
The Tourism Multiplier Effect
Durga Pujo is a massive tourism draw — both domestic and international.
– Visitor Surge: In Kolkata, footfall crosses 30-40 lakh people daily during the peak pandal-hopping days.
– Hotels report 90%-100% occupancy at premium rates during the season.
– From heritage walks to Puja package tours, the tourism infrastructure capitalizes on both cultural and experiential travel.
– UNESCO recognition has significantly boosted foreign tourist arrivals, with travellers from countries like the UK, USA, Japan, and Australia experiencing the festival firsthand.
– Tour operators report a 20%-25% rise in bookings linked to the Puja season since 2022.
Revenue Streams Generated by Durga Pujo
1. Retail & Shopping – Puja triggers one of the biggest spending seasons in Bengal. Clothing brands, jewellery stores, electronics retailers, and local markets see exponential sales.
2. Hospitality & Food – Restaurants, cafés, street food stalls, and five-star hotels record peak revenues.
3. Transportation– Airlines, trains, cabs, and app-based ride services experience booking spikes.
4. Entertainment & Media – Advertising during Durga Puja accounts for over 25% of annual local ad spends, through banners, sponsorships, television specials, and influencer marketing.
5. Art & Culture– The idol-making hub of Kumartuli itself is a micro-economy, employing thousands of artisans who also export idols abroad.
Potential for Growth
With rising international curiosity and the uniqueness of the festival, Durga Pujo can be further leveraged in the following ways:
– Global Festival Tours: Dedicated packages for overseas cultural enthusiasts, combining Puja with Bengal’s heritage sites.
– Brand Partnerships: More corporates entering sponsorships to tap into massive footfall and visibility.
– Digital Monetization: Live-streaming Puja events, virtual tours, and global merchandise sales.
– Infrastructure Development: Improving transport, crowd management, and tourist facilities to enhance visitor experience.
Durga Pujo is no longer just Bengal’s spiritual celebration — it is a cultural economy in motion. From the artisans of Kumartuli to global tourists wandering through Kolkata’s night-lit streets, it ties together tradition, creativity, and economic vitality. With strategic promotion and infrastructure investment, this festival can position Bengal and Kolkata as a global tourism hotspot while continuing to fuel the state’s economy.
Fun fact: Durga Pujo’s economic value surpasses many international festivals in terms of community participation and scale — yet it retains its warmth and soul, making it truly one-of-a-kind.
