Guwahati: While Assam aggressively pursues economic growth, the Rongali Festival has become something more than a cultural event. Since its inception in February 2015, it has emerged as a major driver of business, entrepreneurship, and local industry expansion. With its growing economic impact, the festival has become a driver of Assam's business scene, bringing big corporations, SMEs, and self-help groups (SHGs) under its umbrella.
Recently, Business North East (BNE) spoke with Rongali Festival Chief Organiser Shyamkanu Mahanta to learn about its role in reshaping Assam’s business landscape.
"Rongali was initially aimed at presenting the communities of Assam, the tribes, and various cultural identities. But over the years, it has evolved into a large-scale entrepreneurial event," said Mahanta.
A Platform for Entrepreneurs and Creatives
The festival has played a crucial role in launching the careers of several well-known figures. "If I were to ask, where did designer Sanjukta Dutta begin? She began at Rongali. Now, she is a name that is known globally. Likewise, artist Santanu Hazarika began at Rongali and has achieved huge fame ever since. The festival has changed the lives of many artists, musicians, and entrepreneurs," he added.
"Originally, Rongali was designed to introduce the people of Assam, its multiracial tribes, and diverse cultures. But as time went on, it turned into a full-fledged entrepreneurship event," said Mahanta.
This year, Rongali has reached farther into the world of entrepreneurship.
"We organised a big exhibition of Indigenous products, showcasing startups and self-help groups (SHGs). The guests will discover a wide variety of agricultural products, dairy products, handloom, handicrafts, and food items," he further explained during the BNE interview.
Economic Impact: Sales and Footfall Trends
The festival's economic footprint has grown remarkably over the years. "In 2019, the total business generated at Rongali was around Rs 1.5 crore for artisans and SHGs. By 2020, it increased to Rs 2 crore. In 2022, we saw a post-pandemic boom, reaching Rs 3 crore. This year, we have surpassed Rs 4 crore, marking a record-breaking achievement," revealed Mahanta.
Footfall has also surged exponentially. "In 2019, we had about 30,000 visitors. By 2020, it had grown to 50,000. In 2022, more than 70,000 people attended. This year, we have recorded over 1 lakh attendees, making Rongali one of the largest festivals in the region," he added.
Business Collaborations and Exhibitions
Several major organisations have contributed to the success of the festival. "Oil India Ltd. has supported SHGs with a curated exhibition showcasing their products and live demonstrations. Numaligarh Refinery Ltd. (NRL) has facilitated stalls featuring farmers and artisans showcasing agricultural products and handicrafts. North Eastern Development Finance Corporation Ltd. (NEDFi) has highlighted a range of products from the Northeast Shilpa initiative," said Mahanta.
The Government of Assam has also played a pivotal role, supporting the agri-horti and craft exhibitions, which have drawn the largest audience this year.
Culture, Music, and Food: A Complete Experience
Beyond business, Rongali is a hub of creativity and culture.
"We had an art exhibition showcasing the talent of young artists, three evenings of fashion shows featuring Assam’s top designers, and a massive food festival with 40 stalls presenting traditional Karbi cuisine, dairy-based food, and multi-cuisine options," said Mahanta.
Music remains a major highlight. "Hip-hop is one of the most happening segments at Rongali, featuring 200 hip-hop and folk artists. The main musical stage will host performances from top artists. Last year, we had one lakh people attending the musical events. This year, we have brought some of the biggest names: Bishrut Saikia, Ritisha Sharma, Guwahati University Orchestra, The Cultivators, Dino James, India's top rapper and MTV Hustle winner Shahrul, Bombay Vikings, Meghalaya’s Walter Awala, and 1,000 folk artists representing Motok, Moran, and Karbi traditions attracted a massive youth audience,” revealed Mahanta.
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Regional Representation at Rongali
"While Rongali is primarily an Assamese festival, we also include Northeast elements. We had food stalls from Nagaland, handicrafts from different states, and performances from Arunachal Pradesh, Mizoram, Manipur, and other Northeast regions. However, the core focus remains on Assamese culture," he clarified.
The Future of Rongali as a Business Catalyst
The Rongali Festival has evolved into a major economic driver and cultural phenomenon. "With everything under one roof—business, art, music, and food—Rongali is a must-visit event. Entry is free, and I invite all youngsters to come and experience it firsthand," added Mahanta.
With its ever-growing scale and impact, Rongali is all set to become a major force in shaping Assam’s entrepreneurial and cultural future. The festival’s ability to generate revenue for local businesses, attract investments, and provide a launchpad for talent makes it an integral part of Assam’s economic landscape.
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