Festival in Focus: Bloom In Green

Bloom in Green is a celebration of sustainability, creativity, and the power of community. Over three immersive days, from 20 to 22 December 2024, the festival will offer 60+ hours of events, featuring workshops across four Shalaas, two music stages, stunning art installations, camp villages, and communal dining experiences. This year, like every year, the festival invites you to look at the world as it is and imagine what it could be. Here, art and nature aren’t separate. They’re two parts of the same whole, intertwined like roots under the soil. Behind it all is a quiet, steady effort and a belief that even the smallest actions can ripple outward into something transformative.

We spoke to Aswathy R Menon, founder of Bloom in Green, about the heart of the festival, its philosophy, and the invisible work that makes it all come alive. Here are some excerpts from a mind-expanding conversation:

When you’re planning something as complex as a transformation festival, what’s the one feeling or experience you always come back to, that guides your decisions?
It is the concept of creating a home—a home within the vast festival space. We work on the same principles that make a home special: fairness, warmth, and care. How one should feel at home, how fair we should be to one another, and how warmly we should treat each other are the core values that guide every decision we make for the festival. We think of our attendees, volunteers, and team as members of this home, and it is our responsibility to take care of them and the space we share. This simple yet profound idea of “home” is what shapes the heart of Bloom In Green.

Can you remember a moment during the festival when everything seemed to come together—when the energy, the people, and the environment aligned in such a way that you felt the true spirit of Bloom in Green? What was that moment like?
It is definitely during our inaugural ceremony that everything comes together in its most serene and powerful form. After months of effort from the people who create the space and after our audience leaves behind the comfort of their safe spaces to gather on open ground, this moment becomes a culmination of shared purpose. In a simple yet profound way, we come together at the main music stage to officially begin the festival. We seek blessings from all entities—acknowledging the indigenous people, the artists ready to impart their knowledge, the musicians sharing their talent, and the volunteers offering their service. This inaugural moment sets the energy that flows through the entire festival, carrying with it a sense of gratitude, unity, and purpose. It is a moment I always find deeply serene, as it embodies the spirit of coming together to create something meaningful.

Bloom in Green is rooted in the idea of growth, both personal and environmental. How do you design an experience that encourages attendees to feel this growth within themselves while also reflecting it in the world around them?
We design experiences that encourage attendees to discover and nurture their creative sides through workshops and activities. These are intentionally easy-to-acquire skills that can seamlessly blend into their lifestyles. Beyond the festival, we connect participants to active hyper-local creative communities who help sustain this growth. This way, the festival is not a one-time event but a catalyst for ongoing personal transformation, which reflects positively in the world around them.

There’s something almost mystical about the way art and nature blend at Bloom in Green. How do you approach curating this balance? 
At Bloom In Green, we believe that nature and art are inseparable—nature is art, and art is nature. Everything is interconnected. Rather than striving for a balance, we focus on creating harmony between art, humanity, and nature. This interconnectedness holds a mystical beauty, and through the festival, we humbly attempt to lead our lives—and inspire humanity to live—in a way that is harmonious with both art and nature.

What is the most invisible work that goes into Bloom in Green? The kind of work that doesn’t get celebrated, but is essential to the magic of the festival?
Definitely has to be to creating the magical city of Bloom In Green—a city that thrives on its values. It takes an immense amount of coordination, planning, and the hard work of several hundred people to bring this city to life. This living example allows people to experience our philosophies, concepts, and celebrate them—whether through workshops, music, or the collective energy. While this work isn’t often celebrated, all of us carry an inner joy of creating and building it. This joy is, in fact, the root of the magic that the festival carries forward when it finally comes alive.

How do you think people leave this festival differently than when they arrived? What is the quiet but lasting change they carry with them?
The principle of Bloom In Green is never about entertainment; it is about the art of being. We aim to showcase a utopian society where people live harmoniously—where they have time for each other, time to be creative, conscious, and caring, not only for others but for themselves as well. These three days serve as a living example of how joyous the world can be when people care for one another and themselves. This quiet feeling of simply ‘being’ stays with attendees long after the festival ends, inspiring them to return each year to re-experience and integrate this harmony into their daily lives. This utopia already exists—amongst our friends, our families, and even strangers. At Bloom In Green, we simply remind people that it is within them to pursue it and to make it happen.

Sustainability is often presented as something we need to do to protect the world, but at Bloom in Green, it feels like a deeper philosophy, a way of being. How do you encourage people to think about sustainability, not just as an act, but as a mindset?
Sustainability is at the core of how we build Bloom In Green, and I believe it should be the core of anything we create. This year, our theme reflects the philosophy of Ubuntu—“I am because we are.” It highlights the interconnectedness of our lives, not just with people but with the nature around us. With this philosophy in mind, we create art and décor in the most sustainable way, ensuring we leave the farm as pristine as it was. We use eco-friendly cutlery, involve local people for effective waste management, and provide free water to encourage mindful resource use. By showcasing ourselves as a large festival that operates sustainably, we aim to inspire people to see sustainability not as an effort but as a mindset—one that is natural, achievable, and necessary for a better way of living.

In your experience, what is the most important thing to get right when organising a festival, especially one focused on sustainability and creativity?
It is the people—those who trust in our concept, our philosophy, and our principles—who make Bloom In Green what it is. Choosing the right people, people who believe in what we do, is at the heart of everything. When we bring together individuals who align with our values, everything falls into place. These are the people who help us create the home we envision and host it for a larger community. Their belief and dedication are what allow us to realise the magic and harmony of Bloom In Green.

Also read:
Sustainability Toolkit for Festival Managers
Insights & Best Practices from one of India’s most exciting food festivals

For more articles on festivals in India, check out our Read section of this website.