You may have planned to spend less during festivities but MNCs are expecting higher profit margins. Why? The Durga Puja market in Bengal is growing at a rate of 35 per cent.More brands will be entering the advertising sector this year with several new players testing waters.Despite a falling rupee, rising inflation and slowing economy, large industries are targeting high profits margins during Durga Puja in West Bengal.According to a new survey by Associated Chambers of Commerce and Industry of India (ASSOCHAM), the Durga Puja market is growing at a compound annual growth rate of about 35 per cent.It also reveals that the cost of organising Durga Puja has increased by as much as over 30 per cent compared to last year due to hike in the all the materials used for organizing the festival."This year, Durga Puja as an industry will touch around Rs 25,000 crore and increase at a pace of 35 per cent. It will touch Rs 40,000 by 2015. The recession has not dampened the spirit of puja," said ASSOCHAM Regional Director Debmalya Banerjee.About 10,000 Durga Puja pandals come up every year in the state and the average expenditure of organisers is expected to go up by 20 per cent due to inflation.The total expenses have increased by 20 per cent due to appreciation in all expenses from artists conceptualising the theme to labour constructing the pandals to cost of idols, transportation, price of puja offerings and charge of dhakis.But for advertisers, it's raining business.However, not all agree with this.Sanjay Agarwal, managing director, Century Ply, said: "Puja in Bengal is not only advertising or celebration. It is emotions too. If a person wants support from my side, he expects I will not say no. So advertising in Puja is not actually real advertising. The brands get lost in the crowd.""Durga Puja is a big event and most of the national brands mainly FMCG companies see this as an opportunity to get more eyeballs. Many companies design the ad spend in such a way that reasonable amount is spent during the puja season and we get maximum returns on our investment," said Deepak Jalan, managing director of LINC Industries Ltd.According to estimates, the Durga Puja pandal industry is expected to touch Rs 500 crore in 2013 from Rs 350 crore in 2012.The apparel industry in West Bengal is estimated to be Rs 200 billion and reach 280 billion by growing at 20 per cent this year.Every year, more than 20,000 idols are prepared across Kolkata and accrding to estimates, costs of raw materials for making the idols has gone up by 20 per cent.The food and beverage industry is anticipated to do an additional business of Rs 50-60 crore.