Publications
Publications
- January 2025
- HBS Case Collection
Jaipur Literature Festival 2024
By: Tarun Khanna and Kanika Jain
Abstract
The Jaipur Literature Festival had evolved from a modest gathering in 2006 into one of the world’s most significant literary events. It was known for its principle of egalitarian access, allowing people from various social backgrounds to come together and engage with literary luminaries at a minimal cost. Given its success, its producer, Teamwork Arts, expanded abroad, with over ten annual festival editions worldwide. However, the festival’s growth brought challenges. Some authors were critical of the festival’s growing commercialization and fanfare. Despite running for nearly two decades, the festival was scarcely profitable. Rising cost pressures pushed the team to introduce premium ticketed programs, sparking a debate about compromising its original ethos. How could the festival learn from previous years to become more impactful and profitable?
Keywords
Arts; Cultural Entrepreneurship; Leadership; Business or Company Management; Media; Business Strategy; Expansion; Profit; Product Positioning; Asia; South Asia
Citation
Khanna, Tarun, and Kanika Jain. "Jaipur Literature Festival 2024." Harvard Business School Case 725-420, January 2025.