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Globalization associated with development in information and communication technologies ushered diasporas to play an important role in marketing the homeland culture globally. Among the many traditional Indian art forms that are getting visible transnationally today is the  Theyyam. Theyyam  is a traditional ritual art form of worship observed in the Kannur and Kasargod districts of Northern Kerala state in India. It is the folk God for North Malabaris which is accompanied by dance and other rituals. There are approximately four hundred varieties of  Theyyams  and several of them are performed in the diasporas. This article argues that when the  Theyyam  is performed transnationally, the true essence of the ritual art form changed compared to its performance in the original settings and thereby opens up for commodification. Ethnographic data for this study derives from in-depth interviews with  Theyyam  artists, informal conversations with  Theyyam  devotees and villagers besides observation of  Theyyam  performances.

Diaspora, religion, and identity: the case of Theyyam in the Indian diaspora