Leveraging the cultural and economic value of fairs and festivals in India

Purpose – This paper aims to summarize and review the opportunities and challenges that India offers in terms of leveraging the cultural and economic potential of the fairs and festivals. Design/methodology/approach – The paper draws from the findings of the theme issue contributors. All the papers in the theme issue have drawn inputs from diverse types of fairs and festivals organized in different parts of India. Findings – The paper summarizes the key opportunities and challenges with respect to leveraging the cultural and economic potential of fairs and festivals in India. Some of the issues that emerge across the board revolve around lack of basic infrastructure, indifferent government support, local apathy toward cultural commodification and poor stakeholder engagement. Practical implications – There are a number of practical implications for practitioners and policy-makers that will allow India to optimally leverage the huge cultural and economic potential that the various fairs and festivals offer, but this requires a holistic understanding that will ensure that aspirations and concerns of all key stakeholders are taken into account. Originality/value – The on-the-ground narrative brings out the real issues, challenges and opportunities that can then be analyzed to offer direction to policy-makers, tourism sector and government at various levels. The outcomes of the theme issue summarize the above.