In the early decades of the twentieth century in colonial Assam, the standardisation of language, the expansion of regional literature and literary circles, and the challenges arising for linguistic communities led to the formation of Asam Sahitya Sabha (ASS) that intended to work for the advancement of Assamese language in the interest of the public. Implicit in its model of association was the notion of collective identity that gradually set the pace for assertions. The ASS’s motivations cannot be discussed in isolation. The historical junctures of colonial India must be taken into account that had set the stage for revolutionising the literary spaces. This article has two key aims, first to discuss the events of ASS’s activism during the colonial and post-independence periods and observe the relevant transitions. Second, to look at the mobilisation agendas pursued by the ASS in contemporary times and whether there are alternative inspirations. To place the key issues of the present, the insights from ASS members, who were interviewed, are included. Overall, this article looks at the associational form of the language assertion in Assam, years earlier and the roles adopted with the changing times.