The festival of Navaratri, celebrated over nine nights, has become synonymous with garba in Gujarat, where participants dance in circles around the idol of Goddess Amba. Following two years of muted celebrations due to Covid-19 restrictions in 2020 and 2021, the 2022 season marked a return to unrestricted festivities. This resurgence allowed Gujaratis to engage in garba as a means of reclaiming the lost celebratory spirit, resulting in a significant boost to the local economy.

The revival of the Navaratri industry has been remarkable, with stakeholders and participants alike witnessing unprecedented growth. The celebrations have evolved from their traditional roots into a vibrant commercial sector that has expanded rapidly, often supporting local economies throughout the year.

In previous years, garba was primarily a community activity, often taking place in residential areas with modest setups. However, the landscape has shifted dramatically, with the rise of commercial events dominating the scene. Entry fees for these events have surged, reflecting the growing demand and the transformation of garba into a lucrative business.

Commercialisation Of Garba Events

In the past five years, the character of garba has changed significantly, moving away from the intimate gatherings of housing societies to large-scale commercial events. Jaydeep Mehta, a seasoned garba organiser and president of the Event Management Federation Global, noted that monetisation opportunities have become prevalent throughout the festival. The traditional neighbourhood gatherings have been replaced by extravagant events that charge significantly higher entry fees, with some passes now exceeding Rs 15,000 per night.

These commercial garba events are often accompanied by lavish amenities, such as air-conditioned venues, gourmet food courts, and dedicated areas for children. The festivities have expanded to encompass multiple weekends, allowing for a more extensive celebration than the traditional nine nights.

Moreover, the soundscape of garba has evolved, with contemporary music styles influencing traditional tunes. While Bollywood tracks were once the mainstay, local artists and DJs are now remixing traditional garba songs, leading to the emergence of styles like Techno Garba. This trend has attracted younger audiences, although traditional devotion remains a core aspect of the celebrations.

Cultural Recognition And Economic Impact

The garba celebrations have not only revitalised local economies but have also garnered international recognition. In 2023, UNESCO included Gujarat’s garba on its list of intangible cultural heritage, a move that coincided with the booming commercialisation of the festival. This recognition has provided a cultural endorsement for the burgeoning industry, further enhancing its appeal and economic potential.

As the demand for garba-related products rises, boutiques have reported an increase in requests for lighter, more comfortable attire suitable for prolonged wear. The evolving fashion trends reflect the changing preferences of participants, particularly those engaged in the newer styles of garba. Additionally, the event management sector has flourished, catering to the diverse needs of revelers.

With the lifting of restrictions on loudspeakers at garba venues, the celebrations have taken on a new vibrancy. The economic benefits of the festival are evident, as local artists, technicians, and event managers find new opportunities for income. The phenomenon of “garba-hopping,” where participants move between different venues in search of varied experiences, has further contributed to the local economy.

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