Pallab Bhattacharyya
(Pallab Bhattacharyya is a former director-general of police, Special Branch and erstwhile Chairman, APSC. Views expressed by him is personal. He can be reached at pallab1959@hotmail.com)
In my previous article, I highlighted Nordic countries visited by me and my college friends in March this year and explored the deeply rooted reading culture in those countries, with a particular focus on Finland’s remarkable literary engagement and the iconic Oodi Library in Helsinki. Today, I wish to pivot from books to battles—not in the literal sense, but in how the Nordic nations have transformed their once-feared Viking legacy into a cultural and tourism powerhouse. More importantly, I want to examine what lessons a culturally rich yet conflict-prone Indian state like Assam can draw from this remarkable metamorphosis.
Assam, renowned for its vibrant cultural mosaic and colourful festivals, is often seen as a tapestry of ethnic harmony and traditional pride. However, in recent years, that fabric has been strained by controversies that have marred public celebrations and dented the state’s tourism potential. From communal clashes and issues of cultural appropriation to environmental oversight and institutional neglect, these incidents expose the deep tensions between tradition and modernity, identity politics, and governance.
A recent case in point is the Chandmari Bihu Sanmilan, where popular singer Diganta Bharati was unceremoniously removed from the stage by organiser Simanta Thakuria for not adhering to traditional dress norms. The attack on the Sivasagar Bihu troupe in Jorhat and the exclusion of Bohag Bihu from Silchar Assam University’s holiday calendar—despite state government assurances—further fuel the sentiment of cultural dissonance. When national holidays like Mahavir Jayanti take precedence over the state’s premier agricultural festival, it raises questions about inclusivity, recognition, and the management of Assam’s diverse cultural aspirations. This is precisely where the Viking story becomes relevant.
The Viking Rebrand: From Pillage to Prestige
The Viking Age, spanning roughly from 793 to 1066 CE, is remembered for its fierce raids and expansive conquests. From the infamous attack on England’s Lindisfarne monastery to the establishment of trade routes stretching to Baghdad and Constantinople, the Vikings—originating from modern-day Denmark, Norway, and Sweden—were not merely plunderers. They were explorers, traders, farmers, and innovators whose influence reached as far as North America, centuries before Columbus. Vikings founded numerous settlements and cities throughout Europe, many of which remain important urban centres today. Dublin in Ireland was established as a Viking trading post and remained under significant Viking influence for more than three centuries. The region of Normandy in France derives its name from the “Northmen” who settled there. Vikings also established settlements along Russia’s river systems, with Varangian (as Vikings were known in Eastern Europe) leaders playing a crucial role in the foundation of Kievan Rus, the first East Slavic state and a predecessor to modern Russia, Ukraine, and Belarus.
Today, this legacy is no longer associated with fear but fascination. The Nordic countries have brilliantly reimagined their Viking heritage into a thriving tourism industry, rooted not just in history but in cultural pride and economic foresight. Museums, reconstructed villages, virtual reality experiences, and annual festivals celebrate the full spectrum of Viking life—its craftsmanship, governance, seafaring skills, and societal values. Oslo’s “Viking Planet” and Roskilde’s Viking Ship Museum are immersive centres where history comes alive. Towns like Gudvangen in Norway host living history events where citizens, young and old, don Viking attire not as costumes but as cultural identity. Even sports teams in regions once invaded by Vikings—such as Yorkshire, England—have embraced the legacy in branding efforts like the “Yorkshire Vikings” cricket club. What was once a narrative of violence has been thoughtfully reframed to highlight resilience, innovation, and shared heritage.
Reclaiming Cultural Pride:
A Roadmap for Assam
There is an urgent need for Assam to learn from the Nordic model. Despite being home to one of the most inclusive, community-driven, and agriculturally significant festivals—Bihu—the state has struggled to present it as a unifying celebration to the world. The fragmentation of ethnic interests, bureaucratic mishandling, and absence of a cohesive narrative have hindered Bihu’s global recognition. Contrast this with Nagaland’s Hornbill Festival, which has successfully packaged Naga tribal culture into a global cultural event that draws international tourists, boosts the economy, and fosters ethnic pride.
If the Nordics could turn tales of piracy into powerful stories of perseverance and progress, Assam can surely channel Bihu into a festival that transcends internal divides and positions itself on the global cultural map. This means investing in infrastructure, promoting cultural tourism, fostering inclusive participation, and most importantly, reshaping the narrative from internal strife to shared celebration. During our recent trip to Sweden, a short tour of the Viking towns of Sigtuna and Uppsala near Stockholm offered us a vivid glimpse of how myth, history, and modernity coalesce in Scandinavian societies. It was astonishing to see how countries once plagued by the fearsome image of their ancestors now celebrate that very past with pride and purpose.
Assam, with its lush landscapes, rich traditions, and deeply spiritual festivals, holds similar potential. All it needs is the will to harmonise its cultural expressions and present them not as contentious traditions but as timeless treasures for the world to admire. Let us then, like the Nordics, reimagine our heritage—not as a source of discord but as a shared story waiting to be told anew.