This colourful festival of the Bhils and Bhilalas, particularly in the district of West Nimar and Jhabua, is actually in the nature of a mass svayamvara, a marriage market, usually held on the various market days falling before the Holi festival in March. As the name of the festival indicates, (bhag, to run), after choosing their partners, the young people elope and are subsequently accepted as husband and wife by society through predetermined customs. It is not always that boys and girls intending to marry each other meet in the festival for the first time. In a large number of cases the alliance is already made between the two, the festival providing the institutionalised framework for announcing the alliance publically. The tradition is that the boy applies gulal, red powder, on the face of the girl whom he selects as his wife. The girl, if willing, also applies gulal on the boy's face. This may not happen immediately but the boy may pursue her and succeed eventually.

Earlier, the Bhagoria haat was also the place for settling old disputes; open invitations were sent to enemies for a fight in the haat. Bloody battles used to be quite common in the past but today police and administration do not allow people to go to the haat armed.

The Bhagoria haat also coincides with the completion of harvesting, adding to it the dimension of being an agricultural festival as well. If the crops have been good, the festival assumes an additional air of gaiety.

In the life of the Bhils and Bhilalas, Bhagoria is not merely one festival but in fact a series of fairs held one by one at various villages on their specific market days, commencing eight days before Holi.