Durga Puja advertising boom lifts big organizers while small committees face empty slots

The commercial landscape of West Bengal’s Durga Puja festival displayed a sharp divide in 2026. Large organizers, malls, organized retailers and e-commerce firms reported robust business, and outdoor advertising rates at prominent pujas jumped at least 20% as LED digital hoardings became widespread. Smaller community committees, however, saw about 30% of their outdoor ad inventory remain unsold, with brands concentrating spend on prime routes like Park Street, Camac Street and Theatre Road, areas linked to Chief Minister Suvendu Adhikari’s constituency.

Mall footfall rose roughly 17% during the 45-day pre-Puja period, driving sales estimated at about Rs 38 crore for the month, while department-store chains attracted heavy crowds. Trade bodies warned that deep online discounts, which generated roughly Rs 24,000 crore in early festive sales, are eroding margins for traditional retailers and hawkers, who also face threats of eviction after the festival. Economists noted the trend reflects a broader shift favoring large capital players over small traders in the state’s economy.