A British Council report commissioned by the tourism department of the Bengal government pegs the total economic worth of the creative industries around Durga Puja before the pandemic at an estimated Rs 32,377 crore annually, which is 2.58 per cent of Bengal’s GDP.
An estimated 36,000 community Pujas are held across the state; in Kolkata, various clubs host 2,500 Pujas. These are just the clubs that are registered with the state government.
This apart, there are Pujas held in housing societies and residences. Around 1,500 pujas are organised by women.
The festival and the creative economy provide employment and income to artists, artisans and labourers on various scales. Domestic and international tourism to and out of the city of Kolkata during the festive season also gets a boost.
Durga Puja has a significant impact not only on the state’s national and international image but also on West Bengal’s revenue, according to the report, 'Mapping the Creative Economy around Durga Puja’.
“Durga Puja is not just an important cultural event but also holds significant economic value for the state, thousands of artists, festivals professionals and all allied industries. The report is unique as it follows a transparent methodology that is replicable for other major events and festivals across India. The report has helped gain valuable insights into Durga Puja-related practices and offers recommendations on improving the economic output of Festivals and creating long-term employment," said Debanjan Chakrabarti, Director East and Northeast India, British Council.
Some key findings from the British Council report
Retail – Rs 27,364 crore: The retail segment witnesses a 100 per cent increase in month sales value in West Bengal, primarily driven by increase in purchasing power and elevated spending sentiment.
Most blue-collared job workers and state government employees receive Durga Puja bonuses and plan purchases during this time.
Apparels, jewellery and electronics experience the highest sales and retailers come up with various festive offers to attract the consumers.
Food and Beverage – Rs 2,854 crore: Consumer spend during the festive month is believed to be 30 per cent higher than that of the previous month.
The 'bhog prasad' market — an industry that is created each year during the Puja — is estimated at Rs 19.9 crore.
Installation, arts and decoration – Rs 860 crore: Kolkata alone accounts for 15 per cent share of pandal-making industry in West Bengal. Registered Pujas account for Rs 700 crore, unregistered Pujas account for Rs 160 crore. The typical budget of a single super mega registered pandal in Kolkata is Rs 2.5 crore.
Advertisements – Rs 504 crore: Various mediums utilised for Durga Puja advertisements include TV, print, OOH, radio, cinema and digital.
Hikes in monthly revenue occurs due to spike in advertisement rates (TV, print, radio) and also due to increase in occupancy rates (OOH, radio).
Sponsorships – Rs 318 crore: Long-term sponsors that include large MNCs and major Indian corporate firms carry out long-term campaigns around Durga Puja.
Idol making – Rs 260-280 crore: Kolkata accounts for Rs 120 crore, the rest of Bengal accounts for Rs 140 crore. Price of most exported idols in the range of Rs 1.4 lakh to 1.75 lakh, while 7-8 per cent of these idols are priced at Rs 3.5 lakh.
Literature and Publishing – Rs 260-270 crore: Total segment revenue composed of news dailies account for Rs 240-250 crore and periodicals account for Rs 16-17 crore.
Advertisements in news dailies and periodicals contribute 66 per cent to the segment revenue.
Lighting and Illumination – Rs 205 crore: Lighting and illumination for registered Pujas account for Rs 175 Crore while the unregistered ones account for Rs 30 crore.
For the registered Puja segment, Kolkata accounts for 14 per cent of pandal spend whereas 86 per cent is attributed to the rest of West Bengal.
Tourism: Inward tourism increases significantly, drawing visitors from across the country and increasing retail spending around Durga Puja. Kolkata sees 120 per cent spike in bus passengers around Durga Puja, 11 per cent spike in air traffic.
A record 9.2 lakh passengers travelled on a single in the Kolkata Metro on October 3, 2019.
