Bavina Sookdeo

Divali Nagar, the annual celebration that honours the cultural heritage of TT’s East Indian community, serves as a dynamic platform for businesses to showcase their products and services.

In an interview with the first vice president of the National Council of Indian Culture (NCIC), Surujdeo Mangaroo, we uncover the intriguing fusion of culture and commerce within Divali Nagar.

The Nagar boasts a bustling marketplace with a wide range of booths for businesses to rent.

As Mangaroo explained, “We (NCIC) offer a wide range of booths for businesses to rent, and this year, we have a total of 153 booths that have already been booked. These booths serve as the canvas for businesses to exhibit and promote their offerings to a diverse audience.”

Questioned on the evolution of business at Divali Nagar, Mangaroo said, “Over the years, the business component of Divali Nagar has seen remarkable growth. We have witnessed an increase in the number of participating businesses, which is very encouraging. What’s even more exciting is the diversity of offerings from these businesses, covering a spectrum of industries and products.” This evolution, he added, allows businesses to tap into a broader market and engage with a wider array of potential customers.

Asked to shed light on the types of investments and sponsorships that Divali Nagar has attracted from corporate entities and how they contribute to the event's success, Mangaroo, who has been involved in the Divali Nagar for 25 years, noted, “Divali Nagar has been fortunate to attract various investments and sponsorships from corporate entities that recognise the significance of this event. These partnerships are vital to the success of Divali Nagar, as they not only provide financial support but also strengthen the event’s overall appeal. Corporate sponsorships contribute to the enhancement of the event's quality, allowing us to provide a memorable experience for our patrons.”

He disclosed that this year, the NCIC is very encouraged to have the presence of First Citizens Bank, Caribbean Airlines, The National Lotteries Control Board, Xtra Foods, National Flour Mills, Nestle and bmobile as corporate sponsors.

When asked how Divali Nagar has navigated the post-pandemic challenges, Mangaroo said, “This was indeed a test of resilience. We implemented strategic measures to ensure the continued success of Divali Nagar, particularly in the business aspect. This included adapting to health and safety protocols to create a secure environment for both our patrons and exhibitors. Additionally, we embraced technology to expand our reach, with live feeds and digital platforms, ensuring that the spirit of Divali Nagar remained vibrant even in challenging times.”

The big question, however, is how do businesses, whether small or large, benefit from being a part of Divali Nagar, and what unique advantages does this platform offer to them?

As Mangaroo pointed out, “Businesses, regardless of their size, benefit immensely from participating in Divali Nagar. The un