Abstract
Purpose – This study aims to investigate how Oachira Panthrandu Vilakku (twelve-lamp) festival in Oachira helps in providing economic benefits to local residents of the town during the pilgrimage season. Design/methodology/approach – Stakeholder interviews and focus-group roundtable discussions with multiple stakeholders were conducted. Findings – Policy changes have been studied and recommended for enhancing the economic value of the culturally embedded Panthrandu Vilakku festival celebrated in Oachira, Kerala, India. Practical implications – There is huge untapped potential for India’s festivals in India. While efforts are made to leverage these for economic gains, the negative impacts also need to be recognized and mitigated. Originality/value – The study is significant in the context of arresting economic leakage and promoting an ecosystem of decision-making at community level by the local residents.
