Fairs and festivals in India: the cultural and economic potential

Purpose - This paper aims to discuss the opportunities and challenges that India offers in terms of leveraging the cultural and economic potential of the fairs and festivals. Design/methodology/approach - This paper sets the tone for the theme by evaluating "fairs and festivals" being organized all year round in different parts of the country, as drivers of economic growth and cultural continuity. Findings - The paper probes the key opportunities and challenges with respect to leveraging the cultural and economic potential of fairs and festivals in India. Practical implications - There are a number of practical implications for practitioners and policymakers that will allow India to optimally leverage the huge cultural and economic potential that the various fairs and festivals offer. This requires a holistic understanding that will ensure that aspirations and concerns of all key stakeholders are taken into account. Originality/value - The research through this theme issue will document the cultural and economic impact of a range of specific fairs and festivals in India. Can these cultural resources be sustained and deployed effectively to have a positive economic impact on the lives of communities connected?