Navratri in Ahmedabad is no longer limited to street-side garba or traditional devotion, but has turned into a huge seasonal industry worth crores of rupees. Mega commercial garba organized especially in the areas of western Ahmedabad is doing business of approximately Rs.200 to Rs.400 crore this year. The total budget of each of these nine-to-ten-day events starts from Rs.50 lakh and goes up to Rs.10 crore.
Land rent and decoration setup worth crores
The biggest expense in commercial garba is getting a ground at a prime location and setting up a grand setup. In areas like SG Highway, Sindhubhavan Road and Bopal, the rent for a party plot or open land for just 10 days can go from Rs. 10 lakh to Rs. 60 lakh. To attract the players, the organizers get thematic decorations like film sets prepared, the cost of which exceeds Rs. 1 crore. For example, Rs. 1.75 crore was spent on setting up a huge setup of 'Banyan Tree' at a garba ground in South Bopal.
Sound, Singers and VIP Culture
It has become common to spend up to Rs. 80 lakh on sophisticated lighting and concert-level sound systems to create an atmosphere at the ground. On the other hand, the demand for top folk singers is so high that they charge fees ranging from Rs. 50 lakh to Rs. 1 crore per night. Since more than 30 thousand people gather at large grounds every day, in addition to the general entry pass, luxury VIP tables and lounges worth up to ₹ 1.2 lakh are offered to corporate families.
Expenses in crores, but how much profit?
No matter how profitable this spectacle may look from the outside, it is a risky business for the organizers. After the sundry expenses of ground, artists, sound, security and parking, the organizers' net profit is only between 2% and 15%. Therefore, instead of relying solely on ticket sales, the entire project relies on sponsorship from big corporate brands and stall rentals. During these nine days, thousands of vendors, sound technicians, event workers and security staff in Ahmedabad generate the biggest income of the entire year.
