The Government of India has stepped up efforts to promote Durga Puja internationally following its recognition as an Intangible Cultural Heritage by UNESCO. The initiative is being carried out through cultural outreach, documentation efforts and international engagement under programmes of the Ministry of Culture.
Union Minister for Culture and Tourism Gajendra Singh Shekhawat informed the Lok Sabha that financial assistance is being provided to international organisations to promote Durga Puja globally under the Global Engagement Scheme of the Ministry of Culture. The initiative is aimed at strengthening the international visibility of one of India’s most prominent cultural festivals while encouraging global cultural exchange.
As part of the documentation and nomination process for UNESCO recognition, the Ministry allocated ₹22,29,244 in 2023 to support research and documentation related to Durga Puja. The effort focused on compiling historical records, cultural practices and community participation associated with the festival to support its nomination as an element of Intangible Cultural Heritage.
Sangeet Natak Akademi, which serves as the nodal agency for Intangible Cultural Heritage under the Ministry of Culture, played a central role in documenting the festival. The Akademi constituted an expert committee that carried out extensive outreach and fieldwork to engage communities directly involved in the celebration of Durga Puja. These consultations involved artists, organisers, cultural practitioners and community members, enabling detailed documentation of the ritual practices, artistic traditions and socio cultural dimensions associated with the festival.
The consultations also provided first hand documentation of the lived cultural practices surrounding Durga Puja, including ritual observances, artistic craftsmanship and community participation. The documentation process ensured that the festival’s historical evolution, ritual traditions, artistic expression and cultural significance were systematically recorded for preservation and global recognition.
International cultural outreach activities have also been undertaken to promote Durga Puja abroad. In September 2025, Sangeet Natak Akademi shared a video presentation of Durga Puja celebrations with Ippan Shadan Houjin Indojinno Tsudoi, an association representing the Indian Bengali community in Tokyo. The organisation had been observing the festival with devotion and cultural enthusiasm, reflecting the global spread of Indian traditions.
Further efforts to showcase the cultural richness of Durga Puja were made during the Intergovernmental Committee meeting held from 8 to 13 December 2025 at Red Fort in Delhi. During the event, a traditional Dhunuchi Naach performance was presented before representatives from more than 190 participating countries as well as UNESCO officials, highlighting the ritual dance and festive atmosphere associated with the celebrations.
The Government is also integrating Durga Puja promotion into its broader tourism strategy. Under the Incredible India 2.0 campaign, special emphasis is being placed on promoting the festival internationally to attract foreign tourists and showcase India’s living cultural heritage. The strategy includes digital marketing campaigns, international media outreach and cultural showcases designed to increase awareness of Durga Puja among global audiences.
Officials said these initiatives collectively aim to strengthen global appreciation of the festival while supporting cultural preservation efforts in India. By combining documentation, international cultural exchanges and tourism promotion, the Government seeks to ensure that the artistic traditions, rituals and community participation associated with Durga Puja continue to be preserved and celebrated both within the country and internationally.
