The 2025 Jaipur Literature Festival (JLF), taking place from January 30 to February 3 at Hotel Clarks Amer, Jaipur, is set to be a dynamic celebration of literature, art, and ideas. Among the highlights are engaging sessions like The Economics of Art: Policy, Innovation, and Inclusion, featuring renowned figures such as H.E. Noura bin Mohammed Al Kaabi and Scott McDonald, and The Ajanta Caves: Ancient Buddhist Painting, with art historian Benoy K. Behl and William Dalrymple. Pulitzer Prize winner Benjamin Moser will explore Dutch art and culture, while new works such as Devi and Her Avataras and The Third Eye of Indian Art will be unveiled.
The Ojas Art Award will recognize Gond artist Ram Singh Urveti and miniature artists Vinita Sharma and Ajay Sharma, alongside the unveiling of an impressive 8×12-foot commissioned painting. Art installations by Veer Munshi, delving into Kashmir’s cultural legacy, and striking photography by Vicky Roy, celebrating human resilience, will enhance the festival’s immersive atmosphere. Additionally, the Maharaja Sawai Man Singh II Trust’s artworks will reinterpret Rajasthan’s rich heritage.
Cultural festivals are a vibrant mix of creativity, connections, and organized chaos—a world Sanjoy K. Roy, Managing Director of Teamwork Arts and the driving force behind JLF, knows intimately. In an engaging conversation, Roy reflects on the transformative role of festivals, his personal journey, and the unforgettable memory of accompanying Indian superstar Shah Rukh Khan to Edinburgh.
When asked about the festivals that shaped his vision, Roy is quick to acknowledge the profound influence of the Edinburgh Festival. “The first time we went to Edinburgh, it was in 1999 or 2000. It was overwhelming. We watched everything—plays, music, circus, films, literature—from nine in the morning to one at night,” he recalls with palpable enthusiasm.
What struck him most was the city’s complete transformation during the festival. “The entire city became the festival. People poured through the gates, and there was something for everyone,” he says.
But the magic of Edinburgh was more than just the shows. It was the connections. “We used to host this annual dinner for 159 people—festival directors, artists, venue managers. It was homemade Indian food, and everyone wanted to be there. It became an unmissable event,” Roy explains. This approach of blending food, heritage, and culture to foster relationships became a hallmark of his work, leading to lasting collaborations across the globe.
The Edinburgh Festival wasn’t just an inspiration; it became a platform for Indian culture. Roy fondly recalls one of the most ambitious undertakings: bringing Shah Rukh Khan to the Edinburgh Film Festival.
“When we proposed the idea, the festival organizers were skeptical. For them, Shah Rukh was just another actor, someone not in the league of Sean Connery or Brad Pitt,” Roy says. But Roy was confident in SRK’s global appeal.
True to Roy’s prediction, the event was a sellout. “Tickets were selling for £100 in black the next day! The festival organizers panicked and scrambled to move the screening to bigger venues—first a 500-seater, then an even larger theater outside the city. But it wasn’t just about the venues; even the police and airport staff underestimated the frenzy Shah Rukh would create,” he recounts with a chuckle.
The chaos reached its peak when fans flooded Edinburgh airport. “The airport staff thought they’d seen it all—royalty, the Queen, Hollywood stars. But they had no idea what Shah Rukh Khan meant to people,” says Roy. The turning point came when an Indian-origin police officer intervened to explain the phenomenon.
Roy vividly describes the pandemonium outside the venue. “People were running, screaming, and pushing to get a glimpse of him. At the dinner, we had to isolate Shah Rukh in a corner, surrounded by tables, security, and police. He simply sat there, gracious but overwhelmed.”
What stood out to Roy was not just the madness, but the joy and connection Shah Rukh brought to people. “For many in that very white, Eurocentric space, it was their first exposure to the sheer power of Indian cinema and its stars. Shah Rukh wasn’t just a person; he was a cultural phenomenon,” he emphasizes.
Roy’s experiences at Edinburgh laid the groundwork for the Jaipur Literature Festival, now a global phenomenon in its own right. “The spirit of inclusivity, the idea of creating a festival where there’s something for everyone, came from Edinburgh. But we made it our own by infusing it with Indian sensibilities,” he says.
JLF has become a melting pot of ideas, bringing together writers, thinkers, and audiences from around the world. Its success has inspired Teamwork Arts to create festivals in London, Boulder, and Adelaide, among other cities. “Each festival is a unique cultural dialogue. It’s not just about exporting Indian culture but also about learning from others,” Roy says.
Amid this context, Roy sheds light on the evolution of the Jaipur Literature Festival (JLF) case study, saying, “The study has been around for 12 or 14 years—quite a long time. It started when Tarun Khanna from Harvard Business School, along with his colleagues and a lawyer from Harvard Law School, approached us to explore how JLF and, by extension, Teamwork Arts became one of the most successful arts brands.” The newly revised version, he explains, “continues to tell the same story but now looks much more specifically at the business of the arts and the complexities of running a festival of this scale in the Indian context.” It also dives deeper into pressing modern issues such as cultural diplomacy, innovation, and sustainability, reflecting how JLF has evolved alongside the global landscape of the arts.
Undeniably, at the heart of Roy’s vision is his belief in the power of connections. Whether it’s hosting a dinner for festival directors or bringing Shah Rukh Khan to Edinburgh, Roy’s approach is deeply personal. “Festivals are not just about events; they’re about relationships. Food, music, culture—all of these are tools to bring people together,” he says.
As he looks back on his journey, Roy remains driven by the same passion that took him to Edinburgh more than two decades ago. “Cultural festivals have the power to transform not just individuals but entire communities. They create spaces where ideas flourish and where people come together to celebrate the best of humanity,” he says.
For Roy, the journey is far from over. With Teamwork Arts expanding its footprint and JLF continuing to grow, he’s always looking for the next big challenge. “The world is changing, and festivals must evolve too. But the core remains the same—bringing people together through the arts,” he concludes.
In an era where cultural dialogue is more important than ever, Sanjoy K Roy’s work serves as a reminder of the power of festivals to inspire, connect, and transform. And if his journey from Edinburgh to Jaipur is any indication, the best is yet to come.
(The author is an Indian critic and journalist who has been covering cinema, art and culture for the last decade and a half. He can be reached out at murtaza.jmi@gmail.com).