Cultural heritage is not only the monuments and collections of objects that remind us of our tradition and roots. It also includes intangible traditional social practices, rituals, and events and contemporary rural and urban practices in which diverse cultural groups take part.

It is on this note UNESCO has included Kolkata’s Durga Puja in its ‘Representative’ List of Intangible Cultural Heritage of Humanity’. A proud moment for those who have grown up with the 10-day festival as an integral part of their lives.

Durga Puja has always been a festival of social cohesion that has maintained its tradition while also promoting experimental art and social reforms without compromising on religious practices. It has been a unique example of how we can maintain our identity while feeling be a part of society at large. The influence of the festival is evident from the way expatriate Bengali Hindus try to return home to Kolkata during the festival to touch base with their roots or organise their festivals wherever they are in the world. The last time I checked (though in the pre-COVID19 days),Bengaluru had more than 70 Durga Puja committees and London had around 30 Durga Puja sites.

But Durga Puja is not only about the religious festival or cultural inclusion. According to a study conducted jointly by the West Bengal Tourism department and British Council in 2019, annually, Durga Puja contributes Rs32,377 crore to the economy, especially in sectors such as retail, food & beverages, installations, idol-making etc., amounting to around 2.6% of West Bengal’s GDP. These are substantial figures when we are referring to one 10-day festival.

Customers of Village Financial Services also get their fair share of the business.

While, as everywhere, the pandemic had its negative impact on Durga Puja celebrations, we are sure that the dip is temporary. There were some signs of a recovery in retail and F&B during the 2021 festival, even with some COVID19 restrictions in place. But idol-making, installations and a few sectors still need a boost that, hopefully, next year’s pujas will provide.

At VFS, we have been reaching out to customers whose businesses depend on the Durga Pujas, e.g., businesses such as idol-making, accessories, local tourismto understand their state. Some have downsized during the pandemic but are now planning to ramp up with the hope that the UNESCO tag will have a positive impact on business.

While the 2022 Durga Pujas startsin end-September, the Omicron variant of COVID19 is looming over us and all that we can do is wait and watch.