Change in the Business Model: An Empirical Study of Odissi International Using Grounded Theory

Odissi International is the annual event where global Odissi dancers converge in Bhubaneswar, Odisha to further the Indian classical dance form. The paper takes the example of Odissi International and tries to explain the consequences of (not) charging a participation fee for event, such as the event's future, the credibility of the event, reaction of the participants and the spectators. The paper outlines both business models -- the dance event without a participation fee versus the dance event that charges a participation fee -- taking the empirical subject of Odissi International. After due comparison of both business models, the test (effect) of 'Free' is conducted with respect to the sustainability of the event. The critical feedback loop (virtuous cycle) is explained in the light of the study to ascertain the issue of sustainability with the help of the test of free and contrasting it with charging a fee. This paper tracks the change in the business model of Odissi International using the Grounded Theory approach.