How Indian Festivals Became Commercial Spectacles

From Sacred to Sponsored: How Indian Festivals Lost Their Devotion

Festivals once unified Indian communities in prayer, gratitude, and joy. But today, the spectacle of bright lights and louder festivities often hides a deeper truth: faith sometimes takes a backseat to sales and showbiz. With Garba turning into social dating events and religious pandals crowded with corporate advertising, the soul of our festivals faces a critical test[web:6][web:1][web:7].

The Hijack of Devotion: A Modern Garba Story

Navratri’s Garba was supposed to be a celebration of triumph, devotion, and cultural pride. However, the modern Garba ground has shifted drastically. High-value tickets, alcohol sales, and record-breaking condom sales are now routine. Far from being only about goddess worship and festive dancing, Garba events have become matchmaking corners and party destinations. The media even labels it "Tinder in ethnic wear," highlighting the focus on hookups over hymns[web:6].

“This Navratri, Durex outsold devotion. Record-breaking sales prove what people are actually doing after Garba nights. Spoiler: It isn’t chanting bhajans... The dance floor is no longer about goddess worship — it’s about hookups. Garba has become Tinder in ethnic wear, swipe right with dandiya sticks.” — IndiaHerald, Sep 2025

• Entry tickets between ₹2,000 and ₹15,000 for exclusive access[web:6].
• Organizers focus more on profits than on community bonding or devotion[web:6].
• Nightly events market themselves as both traditional and ultra-modern “meetups”[web:12].

Ganesh and Durga Puja Pandals: Logos Over Legends

Across Mumbai, Kolkata, and other metros, Ganesh and Durga Puja pandals no longer just house idols—they showcase brands: LED screens, banners, celebrity tie-ins, and digital campaigns. Multinational corporations and e-commerce giants fight over prime advertising space, with millions spent annually on “pandal branding” and influencer tie-ups[web:13][web:10][web:7]. The local flavor often fades behind the glare of billboards[web:10][web:19].

Festival	Type of Commercialization	Examples
Durga Puja	Corporate Sponsorship, Merchandise Stalls	LED screens with ads, FMCG and e-commerce brand campaigns, ₹500–800 crore spent in Kolkata alone[web:7]
Ganesh Chaturthi	Branded Billboards, Social Media Contests	Brands creating billboards shaped like idols, social media hashtag challenges, interactive digital displays[web:10]
Garba/ Navratri	Paid Tickets, Sponsor-Driven Venues	High entry fees, fashion/condom brand stalls, organized singles/dating events[web:6][web:15]

A Crisis of Faith?

Where faith once took center stage, today’s festival organizer is often a brand manager. The emotional, communal appeal is replaced by visual spectacle and crowd engagement analytics. Local arts and artisans, once honored for their creative devotion, now serve the demands of sponsors who prioritize “crowd-pulling” over authenticity [web:1]. Some communities are rethinking this shift, but the commercial machine only grows larger.

• Authentic, hand-crafted artistic displays are replaced by expensive, sponsor-friendly themes[web:1][web:13].
• Pandals and mandals compete for attention with shock-and-awe set pieces funded by advertisers[web:19][web:10].
• Festival budgets now measure success by footfalls and social media impressions[web:7].

“Money makes the world go round. But the very existence of festivals, of days dedicated simply to celebration, shows humans have always led with their hearts. Now, the increasing monetary affliction of the celebrations is ringing alarm bells...” — Durga Puja: From Emotion to Commercialisation

Why Commercialization?

Several factors have led to this transformation:

• Brands seek captive audiences and emotional resonance only festivals provide[web:2].
• The explosion of social media and influencer marketing makes even local celebrations “content-ready” for brands[web:5][web:3].
• Festivals are high-stake spending periods—household budgets for festivities keep rising, drawing more marketers each year[web:4].
• Communities themselves often expect lavish, sponsor-fue