PRESS RELEASE
120+ Travellers, One Valley, Zero Compromises: BreakBag's Ziro Festival Success Story
Some trips are planned. Others are pulled off. Our Ziro Festival of Music departure was the second kind.
This year, BreakBag Holidays took more than 120 travellers to Ziro Valley in Arunachal Pradesh as a single group. We handled everything from homestays in Apatani villages to festival camps a short walk from the main stage. For a bootstrapped travel company from Kolkata, it was the biggest festival departure we have run. It also showed us what we're capable of.
The Ziro Story: From Spreadsheet to Rice Fields
Why Ziro Was Never an Easy Ask
Ziro is beautiful but not built for crowds. The valley sits high in the Lower Subansiri district, and roads are slow. Good accommodation fills up months before the festival. Most operators avoid large groups here because one weak link can break the whole trip: a late vehicle, a double-booked homestay, or a camp that doesn't match its photos.
We did it anyway.
Homestays, Camps and Everything in Between
Our approach was simple: give travellers the real Ziro, not a packaged version of it. Part of the group stayed with Apatani families in traditional homestays. They woke up to bamboo houses, pine-covered hills and home-cooked meals. The rest stayed at festival camps close to the venue, so they could stay out late for the music and still be back in their tents in minutes.
Behind that were dozens of moving parts:
- Coordinating multiple homestay hosts across villages
- Securing camp inventory well ahead of the festival rush
- Planning transfers across difficult mountain roads
- Managing permits for every traveller
- Keeping ground teams on call around the clock
When 120+ people arrived in the valley and everything worked, it felt less like a booking and more like a small festival of our own.
Our Focus: The Festivals of India, Starting with the Northeast
Ziro was not a one-off. It is part of a clear direction for BreakBag: making Indian festivals, especially those in the Northeast, the centre of how people travel.
The Northeast has some of the country's richest cultural calendars, yet most travellers never see them. We want to change that. Here's what's coming up next:
Hornbill Festival, Nagaland
Called the "Festival of Festivals," Hornbill brings Nagaland's tribes together at Kisama Heritage Village every December. It features war dances, folk songs, indigenous food and some of the most vivid cultural displays in India. It's one of our biggest focus departures this season.
Cherry Blossom Festival, Meghalaya
In late autumn, Shillong turns pink with blooming cherry trees. The festival adds music, local food and a relaxed hill-town atmosphere. It's a softer and more romantic side of the Northeast.
Orange Festival, Arunachal Pradesh
Held in Dambuk among orange orchards, this festival mixes music, adventure sports and local culture. It's for travellers who want something different from the usual tourist circuit.
Majuli Music Festival, Assam
Set on Majuli, one of the world's largest river islands, this festival pairs live music with the island's Vaishnavite monasteries, mask-making traditions and sunsets over the Brahmaputra.
Each one takes the same groundwork we put into Ziro: local partners, careful planning and respect for the community hosting us.
Travelling Responsibly: Our Commitment to Sustainable Tourism
Bringing large groups into small communities comes with responsibility, and we take it seriously.
Money That Stays Local
Our hybrid model relies on direct contracts with local ground suppliers: homestay owners, drivers, guides and camp operators. When a traveller books with BreakBag, more of that spend reaches the families who live in the region rather than middlemen.
Homestays Over Hotels
Choosing homestays wherever possible keeps the footprint light and the experience genuine. Travellers learn how people actually live, and hosts earn a dependable income from tourism.
Respect Built Into the Itinerary
We brief travellers on local customs, encourage responsible waste practices at festival sites, and pace our itineraries so villages aren't overwhelmed. Sustainable tourism for us isn't a slogan. It shapes every decision.
Building India's First AI-Curated D2C Travel Platform
The Ziro departure also showed what our technology can do. BreakBag is building India's first AI-curated direct-to-consumer travel platform, combining smart trip curation with the on-ground knowledge we've built since 2015.
Here's what that means for travellers:
- Personalised itineraries matched to how you like to travel, not one-size-fits-all packages
- Direct booking with no layers of agents in between
- Ground contracts plus API-based flight booking, so the full journey is planned in one place
- Faster, smarter planning for large groups, the kind that made 120+ travellers in Ziro manageable
AI handles the heavy lifting. Our people handle everything that needs a human touch.
The Team That Made It Happen
None of this happens on autopilot.
In the weeks before Ziro, our teams in Durgapur and Kolkata worked day and night. That meant late-night calls with homestay hosts, last-minute room changes, rechecking permits, rebuilding transfer schedules when weather turned, and answering traveller questions at all hours. Once the festival started, our ground team was in the valley making sure every traveller felt looked after.
The 120+ smiles from Ziro belong to them. Every person on this team took responsibility for a trip much bigger than their own role, and that is why it worked.
A Founder Who Chose the Harder Path
None of this would have started without Mayukh Paul, Founder and CEO of BreakBag Holidays.
With a background in the airline industry, including IndiGo and British Airways, Mayukh could have built a conventional travel business selling the usual packages to the usual places. He chose a different route. He bet on the Northeast and its festivals, and on experiential travel: trips where people connect with places instead of just ticking off sights.
He kept BreakBag bootstrapped and profitable, backed a large group departure to one of India's toughest festival destinations, and pushed the company toward building an AI-curated platform. That's what moved BreakBag from a travel company to a travel movement.
Ziro was the proof. Hornbill, Cherry Blossom, the Orange Festival and Majuli are next.
Want to experience a Northeast festival with BreakBag? Our upcoming departures are open now. Pack your bags, and we'll take care of the rest.