Literally every shop in Bengal from August to October - "Paisa hi paisa hoga!"

The world runs on capital, and at the end of the day, it is money that drives the game from behind. Durga Puja, we all know, is an emotion for Bengalis, marked by homecomings from across the globe, and countless visitors arriving in Bengal to soak in the festivities. But amidst all the celebration, we overlook that Durga Puja is also an industry in itself. Numerous businesses, from small shops to large, depend on it, and for some, the earnings during this season sustain them through the entire year. According to a report by the British Council, the Puja in West Bengal generated a creative economy worth Rs 32,377 crore in 2019, about 2.6% of the state’s GDP. In 2022, this figure grew to nearly Rs 40,000 crore, creating employment for over three lakh people. And while we are yet to get the data for this year, we can surely imagine the scale.

So how does all of this happen? Well, as we celebrate Durga Puja, let us also try to understand its economic story.

The Arts and Culture

It has been widely acknowledged that Bengal's Durga Puja is one of the greatest exhibitions of art. Themes, elaborate sets, lights, projection mapping, and hand-painted backdrops summon carpenters, sculptors, stitchers, electricians, and armies of artists, among others. In 2019, the British Council noted that pandal construction and idol workshops alone ran into hundreds of crores.

And needless to say that the newer pujas experiment with technology, projection effects, and eco-friendly materials. Costs obviously rise, but so does the “wow” factor associated with it. Audiences line up to witness the magic, with their cameras ready.

Retail

Fashion is an integral part of the festival, and new clothes, sarees, jewellery, and shoes mark the season. Retail swells unbelievably, historically accounting for 80 to 85 percent of every individual's Puja spending. Some reports suggest that the fashion industry here experiences a 100-200% increase in its sales.

It's worth noting that last year, during the pre-Puja period, a serious crime in Kolkata unsettled the city, causing a major setback for the festival industry. It showed just how much the sector depends on Durga Puja.

Tourism and Hospitality

Obviously, Durga Puja draws crowds from across India and even beyond. Kolkata’s streets brim with out-of-town and international visitors. Across the Mahalaya-to-Diwali window, tourists pour in by the tens of thousands, sometimes by the lakh. Subsequently, hotels, homestays, taxis, and guides thrive at an insane rate. Peak room rates rise, with central Kolkata (Esplanade region) occupancy approaching full. 

Many Bengalis like to travel to other regions of the state during this time. So, for guesthouse owners, Puja is Christmas, Diwali, and summer vacation rolled into one.

Food and Beverages

Just like any other festival, Durga Puja too is incomplete without food. Street vendors, sweet shops, pop-up counters, and fine dining see brisk business during this time.

Kolkata’s fine dining outlets, according to the Hotel and Restaurant Association, generated roughly Rs 1,100 crore during the window (from Panchami to Dashami) in recent years. Local eateries extend hours, hire extra staff, and craft special menus, capturing the city’s festive appetite.

Sponsorship, Advertising, and Media

Pandal branding is absolutely prime real estate. Major committees attract corporate sponsors, event tie-ups, and digital campaigns. Big Kolkata pujas sometimes run budgets near or above Rs 1 crore, and hundreds of smaller committees spend lakhs. Besides the government funding, that's all recovered from those sponsorships and advertisements.

Brands buy visibility through gates, hoardings, social posts, and celebrity visits, with television, print, outdoor advertising, and social media erupting like anything.

Government Support and Grants

It's worth noting that the West Bengal government provides grants and concessions to registered puja committees. In 2025, grants rose to Rs 1.10 lakh per committee, alongside concessions for electricity and other fees.

These funds reduce overheads, enable elaborate programming, and spark debates about public money. Yet they remain a crucial lifeline for many organisers.

Based on available data and stakeholder reports, Bengal’s Puja economy likely sits between Rs 40,000 crore and Rs 55,000 crore, with retail remaining the dominant slice. So, when we queue for bhog or simply enjoy the vibes, there is a practical truth that Durga Puja fuels jobs. Ma Durga does kill the biggest Mahishasur here, known as unemployment (not literally, but at least to some extent).