MASAL𝐀 MEL𝐀 : AN INTERFACE BETWEEN TRADITIONAL AND MODERN MELA IN WEST BENGAL

This article examines West Bengal’s non-religious fair, the Masalā melā of Gobardanga, which acts as a vibrant bridge between traditional and contemporary culture. Masalā melā is a unique cultural space in the rural fair landscape because, in contrast to traditional religious festivals, it serves as a secular community gathering focused on the themes of culinary heritage, local entrepreneurship, and artisanal craft. The socio-economic and cultural aspects of the fair are examined using a qualitative case study method that includes participant observation, interviews, and field surveys. The mela served as a microeconomic engine for informal livelihoods, as evidenced by the data showing that 468 vendors operated 229 stalls, earning ₹985,000, and 37 artisans engaged in craft-related trade made ₹58,600. The analysis also emphasises how Masalā melā promotes cultural fusion, allowing traditional folk elements to coexist with contemporary consumer trends and entertainment in the urban style. Furthermore, the paper argues on the potential of Masalā melā to redefine the social function of melas in rural Bengal. It bases this claim on existing literature and field data.