Industry Attractiveness of Bhramyoman Theatre in Assam: An Analysis of Porter’s Five Forces

Abstract

Assam, the gateway to the north east is intrinsic to the grandeur of nature. The state is embellished with lush greeneries, rivers, monuments and temples along with unparallel assortment of traditions and traditional performing arts. The indigenous art forms in the state proves a platform for employment to a lot many people associated with it. A gem in the crown of the performing arts industry of Assam is the Bhramyoman theatre industry, providing employment for around one lakh people in the state (Ross, 2007). The word “Bhramyoman” translates to ‘being mobile’. The industry comprises of theatre groups which travels across the state and perform plays in detailed makeshift stages. The theatre groups carry all essential elements viz. human resources, sound light arrangements, materials for stage construction etc. for the play alongwith.   The Assamese mobile theater sector is a vital part of the state's entertainment sector and the nation's most unique commercial performing art form. Live plays are enacted in temporary venuescreated specifically for the purpose of mobile theater, also known as Bhramyomaan  theater. This paper is an effort to comprehend the degree to which the industry is likely to be profitable and sustainable in the long run i.e. the industry attractiveness. For the purpose, the industry is  tested on the scale of the five forces developed by Michael Porter. The combined strength of the five competitive forces are analysed. The study is based on both primary and secondary data. Focus group discussion have been used as a tool for primary data collection. Inferences form both qualitative and quantitative data are drawn. It was deducted that the Bhramyoman theatre industry in Assam is moderately attractive.