The Durga Puja in Assam reflects the assimilation of regional culture and tradition with modernity. From the days of the Koch and Ahom rulers patronage of the Puja to the present day, it has been celebrated across diverse communities. The weeklong celebration of Durga Puja boosts economic growth. Durga Puja in Assam is not merely a religious observance but rather a season of economic activity that sustains artisans, energises local economies and showcases the creative talent of Assam. Although the scale of Durga Puja in Assam may be less extravagant than in West Bengal, it still plays a significant role as a source of employment, cultural practice and entrepreneurship for local communities.
Durga Puja in Assam contributes significantly to the creative economy of the State. According to community-led estimates, the festival supports tens of thousands of livelihoods across idol-making, pandal construction, decor, lighting, food, retail and transport, and other activities. Reports note that Durga Puja in Assam employs around 50,000 artisans alongside additional temporary jobs in vending, security and hospitality.
The spending patterns during this Sharodiya Puja vary. For example, large pandals located in cities such as Guwahati may require between Rs 25 and Rs 50 lakh, whereas community Pujas are organised with budgets of Rs 5-10 lakh. Spending on Puja mandaps has exceeded the Rs 20-lakh mark in many places across Guwahati in recent times. Competition among mandap committees over decoration and facilities determines the budget of each Puja mandap, thereby contributing to the festival s creative economy. The cost of a decorated Durga idol ranges from Rs 20,000 to Rs 50,000 in towns across Assam, depending on the size, materials and ornamentation of the idols. These costs, when combined across districts, account for hundreds of crores of rupees in economic activity. Beyond the artisans, the ecosystem also supports workers who procure raw materials, transport idols and assist in installation and immersion.
The foremost benefit of Durga Puja in Assam is the creation of seasonal livelihoods. For Kumars (clay-idol makers), bamboo labourers, carpenters, painters, electricians and decorators, the Puja season contributes a sizable proportion of their annual earnings. The festive spending brings smiles to artisans who rely mainly on these seasonal incomes. The temporary workforce, including dhakis (drummers), dancers, theatre groups, lighting technicians and event managers, is employed for cultural and pandal programmes during the Pujas.
The vendors selling food items, flowers, and incense sticks, as well as petty traders, all experience an influx of customers. Those in the transportation business, including auto-rickshaw, taxi and bus operators, make the most of the increased mobility during pandal-hopping.
The Durga Puja economy in Assam comprises more than one strand of creativity. High material and labour costs have reduced profit margins for artisans, yet demand for their products has remained healthy, particularly for handmade and environmentally friendly clay idols.
The expenses for constructing a Durga Puja pandal include not only the bamboo structure and cloth but also lighting, sound, and d cor. Pandals with themes related to Assamese folk stories, national themes, environmental issues and social messages have provided opportunities for many artists and designers in the region. The budget for pandals constructed in places like Guwahati ranges from Rs 25 to Rs 50 lakh, sometimes reaching Rs 40-50 lakh in particularly elaborate cases.
The festival helps increase sales of local crafts such as japi, gamosa and other traditional items, which are often used for decorative purposes and as offerings. The use of such handicrafts benefits thousands of village artisans.
The Durga Puja season boosts sales of ethnic wear, jewellery and household items. At Fancy Bazar, Guwahati, the heart of Puja shopping, shopkeepers say that the Puja season accounts for a large share of their annual sales. However, the competition from online shopping portals is reducing their profits.
There is an increase in catering, street food and restaurant sales during the celebration period. Hotel occupancy in Guwahati and other cities has been increasing due to the rising number of Assamese people living elsewhere and tourists visiting the State for the celebrations. Many local brands, banks and fast-moving consumer goods (FMCG) companies sponsor pandals and various cultural events. Advertising rates for pandals in India range from half a lakh to several lakhs per unit for full branding packages. Although this sector in Assam is much smaller than its Kolkata counterpart, it has grown over time.
Even though the Durga Puja economy in Assam is vibrant, some issues affect it. The rising costs of inputs such as clay, bamboo, fabrics, paints and labour have limited the profitability of Puja artisans and prompted calls for government intervention to safeguard traditions. Moreover, the younger generation is not interested in idol-making because of the profession s instability and the strenuous nature of the work. Environmental issues related to idol-making materials, power consumption and waste disposal are growing concerns.
Strategic support from the government and voluntary organisations could further increase the cultural and economic value. Skill development courses for artisans, low-interest loans for Puja committees, and upgrades to infrastructure facilities such as lighting and sanitation, will benefit both livelihoods and visitors. Organising pandal trails, heritage walks and promotional events through digital media could help position Guwahati and other towns as tourist attractions during this festive season. Promoting local Assamese handicrafts such as japi, gamosa, bamboo crafts, and local textiles through Puja-themed markets and online platforms could ensure sustained business opportunities for artisans throughout the year.
Durga Puja in Assam is an example of how culture can fuel inclusive growth. It ensures the continuation of traditional craft forms, provides employment during the season and fosters local consumption, all of which are integral to a community festival. With systematic investments in skill development, sustainability and tourism, this festival economy can become an engine of development in Assam.
(The author is Professor and Head of the Department of Journalism and Mass Communication, NEHU, Shillong. Email: mpgoswami@gmail.com)