Intangible cultural heritage in India is best manifested through its performance industry which not only plays a role in catalysing tourism but also generates revenue, employment, etc., for a large chunk of the population. The pandemic has brought this sector comprising folk music and dance troupes, theatre, etc., to its knees. This article is an overview of the ways in which some state governments and civil society, as a community, have stepped up to redress these issues by extending support in various forms to help performing arts survive this tough trough. I focus on ways how multiple platforms like social media, online sessions, crowdfunding initiated at personal and institutional levels and by pooling material have been sufficiently employed. I have, through the article, highlighted how these platforms have sufficiently saved several families from ruining and that it's the societal values that ultimately holds our culture together.
