Worldwide Hospitality and Tourism Themes

Fairs and festivals in India: the cultural and economic potential

Vinnie Jauhari, Sandeep Munjal,
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WHATT
7,4
Fairs and festivals in India: the
cultural and economic potential
Vinnie Jauhari
Microsoft Corporation, Gurgaon, India, and
324
Sandeep Munjal
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Vedatya Institute, Gurgaon, India

Abstract
Purpose – This paper aims to discuss the opportunities and challenges that India offers in terms of
leveraging the cultural and economic potential of the fairs and festivals.
Design/methodology/approach – This paper sets the tone for the theme by evaluating “fairs and
festivals” being organized all year round in different parts of the country, as drivers of economic growth
and cultural continuity.
Findings – The paper probes the key opportunities and challenges with respect to leveraging the
cultural and economic potential of fairs and festivals in India.
Practical implications – There are a number of practical implications for practitioners and
policymakers that will allow India to optimally leverage the huge cultural and economic potential that
the various fairs and festivals offer. This requires a holistic understanding that will ensure that
aspirations and concerns of all key stakeholders are taken into account.
Originality/value – The research through this theme issue will document the cultural and economic
impact of a range of specific fairs and festivals in India. Can these cultural resources be sustained and
deployed effectively to have a positive economic impact on the lives of communities connected?
Keywords India, Tourism, Stakeholders, Strategy, Economic value, Fairs and festivals
Paper type Viewpoint

Background
Events, fairs and festivals can make an immense contribution to the economic
development of a region. It can bring in more awareness and economic value to the
regions where they are celebrated and hosted. There are also social benefits as well.
Communities can be engaged in livelihoods; there could also be more social bonding and
strengthening of ties between people. These festivals could also reinforce the cultural
roots and values and enable the preservation of traditions as well. There are also several
economic opportunities which can be created.
India is a land of fairs and festivals. There are some which are celebrated across all
regions, while some are more regional in character. For example, Diwali and Christmas
are celebrated across India, whereas there are some festivals which are regional in
character such as Pongal. Every month is characterized by some unique event or fair or
a festival which is an opportunity to create higher economic returns and at the same time
a way of contributing to the local economy as well. The events could also precipitate and
Worldwide Hospitality and
Tourism Themes reinforce the cultural values. There are some very interesting festivals hosted in India
Vol. 7 No. 4, 2015
pp. 324-330
such as Kumbh Mela (a fair which involves bathing in the holy river, and especially
© Emerald Group Publishing Limited
1755-4217
where there is a confluence of rivers). There were a million plus people who took the dip
DOI 10.1108/WHATT-03-2015-0012 in the river at Allahabad in the last Kumbh Mela in 2013, and there is a huge economic
 opportunity that could be tapped around the same. The event needs more research Fairs and
attention as to how economic and social values can be enhanced through such an event. festivals in
There are similar events, such as Pushkar fair in Rajasthan, Surajkund Fair in India
Faridabad (close to Delhi), Onam, Dusshera at Mysore or Kullu, Diwali across India,
which are celebrated with much fanfare. There is also an annual literary festival that is
hosted at Jaipur. There is a trade fair which is hosted in Delhi every year from 14th to
30th November; it has been going on for several decades. 325
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Theme issue
As India evolves, there is huge economic potential that can be tapped through the
various fairs and festivals.
This theme issue explores multiple aspects while trying to answer the fundamental
research question:
RQ1. How can the fairs and festivals enhance economic and cultural well-being in
India?
Related with the broad research question, there are several aspects which can be
explored and which could impact on the management aspects of these
events/festivals. The other aspects which can be explored are the culinary
experiences, bringing in sustainability and reviving the cultural food traditions. In
addition, the family rituals and relevance in the current context can be explored. The
policy aspects in terms of bringing in awareness, ethical aspects, human
resource and training aspects linked with these festivals can also be investigated.
The changing consumer aspirations and relevance of current formats in offering
these festivals and fairs can also be looked into.
Here are some other aspects which have been explored in the theme issue:
• Increased awareness of the event/fair.
• Enhancing the effectiveness of tourism destination.
• Potential for investment and commercial activity in the region.
• Creation of new accommodation and tourist attraction.
• Creating higher accessibility to the place.

For any fair or a festival, some of the aspects which have been explored are:
• Background of the fair/festival/event, historical context and significance.
• Economic/Social Impact of the fair or festival.
• How well is it organized?
• What are the key challenges?
• How can the potential be enhanced?
• What is the role played by various stakeholders?
• Can the roles of stakeholder evolve and how?
• What changes should be brought in and how can these be facilitated?
• What policy changes can enhance the value of this particular/fair/event?
 WHATT Approach in developing the papers
7,4 The papers have been developed by conducting round tables and focus group
discussions with multiple stakeholders-consumers, policymakers, industry, local civic
agencies to get their perspectives on opportunities and challenges.

326 Overview
Traditional fairs and festivals are a dynamic expression of cultural and economic
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frameworks of the society. The origin of fairs or “melas” in India may be understood as
a collection or meeting of people at a regional level, as platforms for commerce and
entertainment, usually overlaid with the seasonal and festival calendar that ensured
participation of people in large numbers. Festivals, on the other hand, are clear
expressions of the celebration of occasions of religious significance and the crop cycle. If
we look at the basic reasons for emergence and continuity of fairs, as well as festivals
across time, it is apparent that these started as sustainable frameworks, responsive to
their physical, social and cultural environment.
One way of classifying India’ fairs and festivals is into religious, secular or social and
promotional, with the promotional ones targeting domestic and international tourists as
their consumers (Sanyal, 2009). Another way of classification is the scale, ranging from
the Maha Kumbh Mela, last held at Allahabad in 2013, that is credited with being the
largest gathering across the world, (KumbhMela, 2013) to the fairs and festivals at a
local level in small villages and towns across the country.
There is a huge diversity in terms of the themes and scales of the fairs and festivals
in India. At the same time, the kind of participants in the significant fairs is also diverse.
The Holi of Braj region in northern India beckons domestic tourists in large numbers,
along with creating a curiosity in domestic and international cultural heritage tourists.
The camel fair at Pushkar has increasingly been drawing international tourists over the
past decade or so, resulting in organisation of activities as a part of the Fair that cater to
these tourists. Such fairs and festivals of significance have clearly established a link
with a tourist-based economy. The question of “authenticity” looms large in case of such
fairs and festivals, as the tourist dependence ends up in commoditising the activities
undertaken and may end up marginalising the participation of local population in
comparison to the external consumers.
Promotional fairs such as the Surajkund Mela held in Faridabad annually reflects a
clear intent of the governmental framework towards providing a platform for
presenting the arts and crafts of the region. The Fair enables “showcasing” of the arts
and crafts and it is driven by economic benefits to the local artists and craftspeople. Yet,
the experience is clearly “constructed” rather than being authentic.
Although fairs have an association with a specific geographical location, some
festivals are celebrated in a widespread manner across the country, such as Deepawali,
while others are associated with specific regions of the country only. Community level
fairs and festivals are intrinsically linked with economic and social benefits to the local
community. Social benefits include fostering community pride and strengthening of
relationships within the community (Grames and Vitcenda, 2012). The economic
benefits may be in the form of local demand and supply mechanisms, as well as the
demand created because of tourists visiting the fairs and festivals.
 Economic value creation Fairs and
The linkage of these with a tourism-based economy is a generalised perspective in the festivals in
developed world (Grames and Vitcenda, 2012). Yet, in the case of developing countries, India
there is still a huge disconnect with the tourist, as the idea of commoditisation of culture
is something that the local community may not be open to. In the case of India, the
various states have created strategies for tourism development, but the success that
they have received is quite variable. It is important to look into the aspects that create the 327
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frameworks for success and at the same time look into challenges that alienation and
over integration with tourism-based economies pose. Many times the economic value
created does not find its way to the local communities. This economic leakage needs to
be prevented to ensure the communities on the ground have reasons to support these
cultural events.

Protecting the authenticity of cultural and religious expression

The idea of travelling long distances to reach a sacred destination, where a fair would be
organised, is one that has been followed in India for centuries and so is their interlinkage
with religious festivals. Over the past few decades, domestic tourism has grown
considerably in India and religious tourism features as a huge percentage of this
phenomena. The believers are travelling in larger numbers because of the increasing
accessibility of the destinations and the better spending potential of the population with
an increasing middle class. How does one perceive the role of the pilgrim and the tourist?
According to Cloesen (2005, p. 3), “religion and tourism are mutually opposed” with the
motivation for the tourist and that for the pilgrim being inverted. The tourist as an
external observer and yet also an economic participant in the process is a reality that
needs to be addressed.
In the present day context, with changes in life styles, occupational patterns and the
idea of religion, the identity and significance of these fairs and festivals is also
transforming. The loss of social meaning of these fairs and festivals leads to
disappearance or transformation of these in the form of a revival that may be attributed
to an institutional takeover, characterised “by a growing artistic dimension and by their
increasing political, ideological and economical functions.” (Di Méo, 2005, p. 227). This
prompts the question of an authentic cultural expression versus one that is constructed.
Similarly, the questions of local community or external visitor, the believer versus the
tourist are all pertinent ones that need to be resolved. The diverse kinds of shared
identities expressed through the fairs and festivals in India are dependent on a lot of
factors, but for these to be sustainable, their relationship with the existing socio-cultural
and economic frameworks is the most integral. The role of each of the various
stakeholders in the celebration and organisation of fairs and festivals is critical to their
continuity and reinvention.
Although the diverse fairs and festivals have been documented by various
researchers over the years, establishing India as the land of fairs and festivals - the need
of the hour - is to take another look into understanding the relevance of these in the
present day context as a means of economic and cultural well-being of the population of
India. Given the rich cultural heritage that India symbolizes, which is aptly represented
through its fairs and festivals, the tourism impact is still rather diluted. This raises
certain questions which when answered may provide direction to policymakers and
 WHATT practitioners in terms of ensuring that India’s cultural heritage represented by its fairs
7,4 and festivals is optimally leveraged.

What are the key challenges?

• Is it infrastructure-related aspects that constitute the main deterrents?
328 • Or is there a lack of interest and participation at the local community level?
• Are there any success stories that can be emulated for larger positive impact?
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• Are sustainable approaches being considered, to ensure negative impacts like

commodification or loss of authenticity of cultural resources are being mitigated?
• How can stakeholders engage more effectively to deliver more value?
• What is the level of interest shown by visitors, tourists and pilgrims in these
cultural activities? Are they satisfied with the experience, the facilities and the
services offered? How can their experience be improved?
• What kind of innovations could be initiated which create an unforgettable
consumer experience?
• What kind of activities could be created which could lead to higher engagement?
• Can sustainability be built in?
• What role can technology play in creating memorable experiences at such fairs
and festivals?

This theme issue aims to search for answers to some of the above-mentioned questions,
and provide some direction for decision makers in various levels of government,
communities driving and organizing the fairs and festivals and other stakeholders.
Further research will provide impact assessments and also offer guidance that will
allow a sustainable deployment of ’Fairs and Festivals’ as drivers of cultural and
economic value for respective communities.
Janeczko et al. (2002) have discussed about several approaches to event impact
assessment. These range from a simple profit loss analysis, return on investment,
economic and social impact among others.
Events and fairs can have a transformational impact on the society. They have a way
of bringing communities together, and they also pass on the art, creativity and culture
from one generation to another. The collection of papers in this issue covers a range of
events spanning regional fairs to national fairs which are very well attended. Each one
of them provides a very distinct perspective on origins and also intertwines with
spiritualism. The economic benefits emanating out of these could be huge. However,
with time and changing aspirations, each of these fairs can be reinvented and also newer
experiences can be built in. How can the change be brought in and what role can
stakeholders play are but two of the questions probed in this theme issue.
Sharma and Sharma (2015) explore Pithoragarh’s cultural festival and opportunities
around the same. It is a beautiful place in Uttarakhand, offers scenic locales and has rich
culinary traditions as well, which can keep the roots alive through efforts such as these.
Munjal (2015) focuses on the fair organised in Sohna in Haryana, and this exemplifies
how a regional fair can be strengthened and how communities can be involved to
enhance the benefits emanating out of such an effort. Gaur and Chapnerkar (2015)
review the Ganesh Chaturthi festival which is celebrated with much devotion across
 Maharashtra, as well as other parts of the country. Durgamohan (2015) discusses the Fairs and
Hampi festival bringing in the context and opportunities around the same. Tiwari (2015) festivals in
examines the Shilpagram fair in Rajasthan, while Babu and Munjal (2015) write about India
the Oachira Panthrandu Vilakku Festival in Kerala and the related challenges and
opportunities.
These fairs and festivals are all regional representations of fairs and geography, and
they also align with the local cultures and traditions. There are lessons to be drawn from 329
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these which could be relevant for other geographies as well.

References
Babu, V. and Munjal, S. (2015), “Oachira Panthrandu Vilakku: a study of culturally embedded
festival aligned with economic benefits”, Worldwide Hospitality and Tourism Themes,
Vol. 7 No. 4.
Cloesen, U. (2005), “Religious tourism – Braj, Center of Vaishnava pilgrimage”, ActaTuristica,
Vol. 17 No. 1, pp. 3-28.
Di Méo, G. (2005), “The geographical implications of festival renewals”, Annals of Geography,
Vol. 114 No. 643, pp. 227-243.
Durgamohan, M. (2015), “Cultural and economic significance of Hampi festival”, Worldwide
Hospitality and Tourism Themes, Vol. 7 No. 4.
Gaur, S.S. and Chapnerkar, S.M. (2015), “Indian festival’s contribution to the cultural and
economic wellbeing: a case study of Ganapati festival”, Worldwide Hospitality and Tourism
Themes, Vol. 7 No. 4.
Grames, E. and Vitcenda, M. (2012), Community Festivals – Big Benefits, but Risks, too, University
of Minnesota Extension.
Janeczko, B., Mules, T. and Ritchie, B. (2002), Estimating the Economic Impacts of Festivals and
Events: A Research Guide, CRC for Sustainable Tourism.
KumbhMela (2013), “An eternal memory”, available at: http://kumbhmelaallahabad.gov.in/
english/index.html (accessed 22 February 2015).
Munjal, P. (2015), “Potential of participatory approach in sustaining fairs and festivals of small
towns: the case of Sohna, Haryana”, Worldwide Hospitality and Tourism Themes, Vol. 7
No. 4.
Sanyal, A. (2009), Classification of Indian Fairs and Festivals, Tourism Management, available at:
http://anandasanyal.blogspot.in/2009/04/classification-of-indian-fairs-and.html (accessed
22 February 2015).
Sharma, S. and Sharma, S. (2015), “Understanding the socio-economic impact of Pithoragarh’s
cultural jewels: its fairs and festivals”, Worldwide Hospitality and Tourism Themes, Vol. 7
No. 4.
Tiwari, S. (2015), “Culture based development: empirical evidence for Shilpgram Fair, Rajasthan”,
Worldwide Hospitality and Tourism Themes, Vol. 7 No. 4.

About the authors

Dr Vinnie Jauhari is Director Education Advocacy at Microsoft Corporation, India. Prior to this,
she was Director at Institute for International Management and Technology (Now Vedatya
Institute); she was earlier the Region Lead for HP Labs Open Innovation Office in India. Dr Jauhari
is the Founding Editor of Journal of Services Research and Journal of Technology Management for
Growing Economies and author of more than 100 journal articles in international and national
 WHATT journals of repute. She has authored 12 books in the realms of Innovation, Technology and
Services Management and serves as an editorial board member and reviewer for numerous
7,4 international journals. Vinnie Jauhari is the corresponding author and can be contacted at:
vinnie.jauhari@yahoo.com
Professor Sandeep Munjal is Dean and Acting Director at Vedatya Institute, Gurgaon. He
brings in a unique combination of extensive industry and academic experience spanning over
20 years. Having worked with industry leaders like the Taj Group of Hotels in India and
330 ARAMARK Corp. in the USA he offers a global perspective. He has also been engaged in
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consultancy assignments in the hospitality and retail space in India. In addition to his
leadership role at Vedatya Institute, Professor Munjal has been a part of some path breaking
work with NGOs in the area of hospitality-related skills development. His research interests
include heritage tourism, sustainable practices in hospitality sector and hospitality
operations management.

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