Commitment to the Nation: Preserving India's Rich Cultural Heritage
ITC is also actively involved in the preservation and promotion of India's rich
cultural heritage. The ITC Sangeet Research Academy, WelcomArt and WelcomTheatre are
unique initiatives to promote Indian classical music and arts.
Indian Classical Music
ITC established the prestigious ITC Sangeet Research Academy (ITC-SRA) at Kolkata in
1978 with the objective of preserving and promoting Hindustani Classical Music. It is a
pioneering and unique corporate initiative aimed at creating an institutional substitute
for India's ancient tradition of royal patronage of the arts. It was also a pathbreaking
experiment in reviving India's age-old tradition of 'guru-shishya parampara', a knowledge
management process in which teachers and students live together to facilitate continuous
learning.
Since its inception, ITC-SRA has played a major role in reviving and nurturing India's
rich heritage of Hindustani classical music. It has created a residential learning centre
that captures the mood and ambience of the traditional gurukul. At ITC-SRA, the gurus are
still venerated and the shishyas are committed to dedicated learning. In a telling
demonstration of the effectiveness of the gurukul system, ITC-SRA, in the 28 years since
its inception, has produced several maestros of Hindustani classical music.
The ITC Sangeet Sammelans, showcasing the best in Indian classical music, have become
an annual feature and are admired and appreciated by music lovers across the country.
WelcomTheatre
ITC's Hotels business actively supports the cause of theatre. 'WelcomTheatre', launched
more than a decade ago, showcases the best of Indian theatre productions, especially at
the experimental stage.
WelcomArt
ITC also supports contemporary Indian art under the banner of 'WelcomArt'. The Shristi
art galleries located at various ITCWelcomgroup hotels regularly sponsor the works of
upcoming Indian artists. WelcomArt also conducts art camps where senior accomplished
artists guide budding talents, often leading to new discovery of promising young artists.
WelcomHeritage
WelcomHeritage represents some of the best traditions of heritage hospitality and
tourism in India. ITC has supported and assisted the restoration of over 45 exclusive
heritage destinations, ranging from grand palaces to traditional havelis and magnificent
forts; from adventure-filled jungle lodges to tea garden homes and quiet nature resorts.
All these properties are steeped in history and are extolled in verse and song by
traditional bards and folk singers. Through this initiative, ITC keeps local history alive
and brings it to the rest of the world.
More information on ITC's contribution in these areas is available on the Company's
website. |
