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Zee Heritage India Festival to Debut in Atlanta

May 2004
Zee Heritage India Festival to Debut in Atlanta

Zee Heritage India Festival to Debut in Atlanta

Event To Feature Rajasthani Troupe, Pictorial Tour Of India, And More

After drawing over 65,000 to its five-city Heritage India Festivals in 2003, Rushi Entertainment is gearing up to make the 2004 festivals an even more expansive and diverse offering.

The 2004 Zee Heritage India Festivals comes to Atlanta on June 12 and 13 and will be organized at the Gwinnett County Fairgrounds. The festival, which will also take place in San Jose, Chicago, Edison, NJ, and Gaithersburg, Md., over five weekends in May and June, will feature a slate of exclusive attractions that offer more entertainment, shopping, cuisine, and children's activities, all focusing on Indian culture, tradition, and heritage.

Among the headliners for the 2004 festivals is a troupe of performers from Rajasthan, who will perform dozens of traditional dances, skits, puppet shows, and acts on stage and among the crowd. The troupe is led by the renowned Rehmat Khan Langa, and will be at the festivals courtesy of the Indian Council for Cultural Relations, an agency of the Indian government.

"We're very grateful to the Indian government for enabling Mr. Langa's troupe to participate in this year's festivals," said Rushi Entertainment President Shishir Misra. "The troupe specializes in acts like kachhi ghodi, ghumar dance, fire-breathing, puppet shows, and more. So many children that grow up in the U.S. never get to see this part of India. We're absolutely thrilled to bring this new experience to them."

The 2004 festivals will also feature an interactive photo exhibit of India by Robert Arnett, author of the award-winning book, India Unveiled. Mr. Arnett will be on hand at each festival to discuss the book and his inspiration. New to this year's festivals will also be a "Heritage Booth," which offers an educational and entertaining view into Indian culture.

"In terms of sheer entertainment content and shopping, this is by far the biggest festival series we have ever had," said Mr. Misra.

Additional activities at the 2004 festivals include a "singles meet" coordinated by online matchmaker BharatMatrimony.com, food tastings by international ethnic foods giant Pathak, live DJs, bands and dancing, performances by talented local artists, and more.

While the festivals are a terrific opportunity for families to view the vibrant mosaic that is India, they also afford a tremendous business opportunity to sponsors and vendors seeking exposure to an affluent and strong consumer base. In fact, according to Misra, many vendors and sponsors from single cities in 2003 have signed on to participate in all five cities this year, due to the success of the 2003 festival.

"It's not only a great opportunity for local vendors catering to South Asians, but also for India-based companies seeking a new consumer base. At our festivals the last two years, over 35% of our audience has been composed of non-Indians," Mr. Misra said.

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