On September 16, 2025, the Scott Block Theatre in central Alberta will become the focal point for a conversation that feels both urgent and timeless: how can the arts remain culturally relevant in an era marked by rapid change, shifting priorities, and uncertainty? The event, titled ‘Audacity in the Arts: Reviving Cultural Relevance,’ is hosted by Alex Sarian and described by the Red Deer Arts Council as an “essential engagement for central Albertan arts and culture workers and the public.” According to the Council, Sarian will draw from his critically acclaimed book, The Audacity of Relevance, to guide a thought-provoking discussion about transforming the arts and culture sector in times of crisis.
“Drawing from his critically acclaimed book, The Audacity of Relevance, Alex makes the case that the challenges we face today, including declining audiences, shifting philanthropic priorities, and growing social complexities, are not new,” the Arts Council stated in a press release. The conversation is set to address issues that have long simmered beneath the surface of artistic communities but have become more pronounced in recent years: audiences are shrinking, funding is less predictable, and the world itself feels more complicated than ever.
This central Canadian event echoes a much broader, even global, conversation about the importance of cultural relevance in the arts—and beyond. Across the world, from the bustling e-commerce markets of India to the remote Nicobar Islands in the Indian Ocean, the struggle to remain meaningful in changing times is playing out in fascinating, sometimes unexpected ways.
Consider the example of India’s small direct-to-consumer (D2C) brands, which, as of September 3, 2025, are rewriting the rules of festive commerce. Instead of battling for attention with the deepest discounts—like retail giants Amazon and Flipkart—these brands are betting on something more personal: premium positioning, authentic storytelling, and cultural resonance. According to industry executives cited by GeneOnline, festive e-commerce sales in India are expected to grow by 15-20% this season, driven in part by recent policy changes and a new consumer mindset that prizes quality and connection over cut-rate prices.
“In today's environment, D2C brands stand out by building identity and relevance,” said Archana Jahagirdar, founder of Rukam Capital, which invests in consumer brands. “What's interesting is that buyers are increasingly willing to shop directly from D2C brands because they're getting more than just products — be it transparent communication, curated experiences, or festive launches that feel personalised.”
GO DESi, a food startup, exemplifies this shift. Its founder, Vinay Kothari, explained that the company’s edge comes from accessibility and cultural relevance. By maintaining a strong presence across both e-commerce and quick commerce platforms, GO DESi ensures that Indian sweets—like Mysore Paak and coconut laddoos—are available to consumers quickly and conveniently, even offering single-serve packets for non-metro buyers. “While customer acquisition costs naturally spike during the festive period due to intensified competition, we view it as an opportunity to onboard new segments—many of whom convert into repeat buyers post-festive,” Kothari said. With a 5.7% share in Blinkit and 18% in Zepto, the brand is confident about scaling its market share further this season.
Other companies are also innovating to meet the moment. Coffee brand Sleepy Owl is focusing on corporate gifting with premium packaging designed to make lasting impressions. “Our gifting solution is designed to elevate corporate relationships during Diwali and other brand moments,” said Arman Sood, co-founder of Sleepy Owl. The Indus Valley, a maker of toxin-free cookware, is maintaining a 45-day buffer stock to ensure nearly 70% regional availability and deliveries within two days. “Additionally, we launched our festive schemes early to secure retail shelf space and guarantee consistent product availability across outlets during the peak season,” said Madhumitha U., founder and chief operating officer of The Indus Valley.
Cosmetics startup Mila Beauté is eyeing quick commerce channels to capture impulse festive purchases. “We are targeting both increasing sales and furthering brand love,” said Saahil Nayar, co-founder and CEO of Mila Beauté. “We foresee that our face care category will have a 2-times growth during the festive season.”
These strategies are paying off, especially in India’s smaller cities. Tier-3 cities powered a 21% year-over-year increase in e-commerce order volumes during the 2025 summer sales, accounting for 38% of total volumes, closely followed by Tier-1 cities at 42%. As Jahagirdar explained, “As non-metro consumers gain more disposable income, they are able to participate actively in online shopping, prompting D2C companies to expand their brand visibility beyond metropolitan hubs and tailor offerings to local preferences.”
Government policy changes are also fueling this growth. India’s recently announced, though not yet implemented, cuts to the goods and services tax (GST) are expected to boost e-commerce sales by 15–20% in high-value categories like electronics. And while the recent US tariff hikes—raising effective rates to 50% on key Indian exports—pose challenges for some sectors, D2C brands focused on domestic consumption remain largely unaffected. “While the recent US tariff hike may create headwinds for certain export-driven categories, its direct impact on our portfolio remains limited, given that most of our brands are deeply rooted in India's domestic consumption story,” said Jahagirdar. With 92% of consumers planning to sustain or increase spending and festive order values already up by around 14%, the momentum is unmistakable.
Yet, not every segment is charging ahead at the same pace. Aparna Saxena, founder and CEO of beauty brand Antinorm, observed, “Though spending capacity has increased, there is intentional spending since we began Antinorm’s operations. I personally believe that the premium marketplace will see growth but not with the same urgency.”
While modern brands chase relevance through innovation and connection, researchers are also turning their attention to the past to understand how cultural artifacts once helped communities navigate uncertainty. On August 25, 2025, a study of “hantakoi” figurines carved by the indigenous Nicobarese people of the Nicobar Islands shed light on a unique form of cultural resilience. According to GeneOnline, these fearsome figurines—described as “scare-devils”—were intricately crafted to repel harmful supernatural forces and served as protective symbols for individuals and settlements. The practice, deeply rooted in spiritual beliefs, highlights how communities have long used art and symbolism to ward off threats, both real and imagined.
The study also explores how these artifacts intersect with contemporary geopolitical narratives, especially concerning the preservation of indigenous heritage. As the world grapples with questions about who gets to decide what is preserved and why, the hantakoi figurines remind us that cultural relevance isn’t just about the present—it’s also about honoring the past and safeguarding it for future generations.
From the Scott Block Theatre’s upcoming event to the festive markets of India and the distant Nicobar Islands, the quest for relevance in art, commerce, and culture is a story of adaptation, resilience, and creativity. Whether through a provocative conversation, a personalized Diwali hamper, or a carved figurine meant to keep evil at bay, the drive to remain meaningful in a changing world continues to shape—and be shaped by—the people and communities at its heart.
