Firms should tap biz potential in art

<div class="section0"><div class="Normal"><span style="" font-size:="">NEW DELHI: Corporate India should integrate itself to art and tap huge business potential, according to Ficci Ladies Organisation (FLO) president Namita Gautam. Laying out a roadmap to integrate business and art, Gautam said art has potential to create new jobs and fuel economy. "Business and industry needs to progress from feudal patronage to active collaboration with arts to create a win-win situation," said Gautam addressing women business leaders at Ficci.</span><br /><br /><span style="" font-size:="">Making a point that India is far behind in realising its true potential, Sanjoy Roy, MD, Teamwork Films, said Broadway contributes $3.2 bn to New York, and Singapore sees entertainment as a prime asset in its new economy."Arts in India is not seen as an economic generating activity. It continues to be seen as a basket case for charity," said Roy. FLO members would visit Edinburgh festival to understand best practices of bridging business and art later this year.</span><br /><br /><span style="" font-size:="">Speaking at the seminar on Art and Business, Sonal Mansingh, chairman, Sangeet Natak Academy pointed out that udyog (business) and sanskriti (arts) should have a harmonious balance with mutual respect for each other. She lamented trivialisation of arts and culture and urged the need to create appropriate safeguards for this. </span><br /><br /><span style="" font-size:="">Sangeeta Jindal, founder chairman, Jindal South West Foundation said she has formed an association Arts and Business India in partnership with British Council. "We want to use art as a tool for change management. Private sector organisations should engage in arts as part of corporate citizenship and social responsibility."</span><br /><br /><span style="" font-size:="">Creative director of Imago, Barry John said arts, and theatre in particular is undervalued, undernourished and undeveloped in India. "We have inherited notion of doing theatre only for love of doing it, never to expect due financial rewards for the sweat that we invest. Theatre here is covered by colonial laws of 1860s and we need various approvals to ensure that we remain non-profit organisations," he said.</span><br /></div> </div>