The Jaipur Literature Festival (JLF), which is underway in the pink city, has been a trailblazer, sparking a stampede of literature festivals in its wake, with no less than 70 of them springing up across India and South Asia. And interestingly, most of them have managed to secure some form of corporate and government support. The JLF, for instance, has enjoyed the support of the Indian Council for Cultural Relations (ICCR), the public diplomacy division of the ministry of external affairs, and the ministry of culture. Its sponsors include a veritable who’s who of the corporate world, not to mention the cultural diplomacy wings of various countries, such as the British Council, Alliance Francaise, and the American Center. The Bangalore Literature Festival (BLF), another big stop in India’s lit-fest circuit, also boasts of state and corporate partners.