Gamusa Gains Global Spotlight Through Culture, Politics and Popular Icons

The Assamese gamusa has drawn renewed national and global attention, with Prime Minister Narendra Modi wearing it during the latest episode of Pariksha Pe Charcha. Interest surged since late 2025 after international artistes like Post Malone and Linkin Park were seen wearing the GI-tagged cloth.

The gamusa has since appeared in cultural, diplomatic and political spaces, including displays abroad and national events. Local sellers in Guwahati report rising demand, especially among tourists and young buyers. From global stages to everyday life, the gamusa has emerged as a strong symbol of Assam’s identity, pride and heritage.