The festival industry in Kerala, known for its festivals featuring elephants, is facing pressure due to the high demand for elephants with good physical attributes. This has resulted in a 100%-200% increase in rental charges for celebrity elephants, impacting festival expenses. Only around 50 elephants with attractive physical traits dominate the industry, with rates for celebrity elephants cascading to other elephants. Unhealthy competition and arguments over height have also arisen due to the popularity of celebrity elephants.