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Corporate aid for culture

The Export-Import Bank of India, the partner of the study, highlighted the role of good packaging, marketing, establishing brand image and awareness through norms such as organic certifications and Geographic Indication (GI) in increasing India’s exports in arts.

The survey drew responses from over 150 major corporate bodies in India, some of which provide art and cultural sponsorships.

The following key points emerged from the survey:

lCorporates support arts as a component of their wider corporate social responsibility portfolio.

lCorporates support the art and cultural sector to serve the dual purpose of benefiting the communities in which they operate and building corporate reputation

lThe most common forms of cultural support/sponsorship were “purchase of work by individual artists” and “performances by an arts or cultural group”

lIndividual artists’ and “new talent” were the highest recipients of corporate patronage

lBusiness decisions on cultural sponsorship mostly depend on associating the business with events of regional and national significance

lCorporates want to engage in sponsorships that will bring measurable benefits

lCorporates willing to support the arts find it difficult to find an art and cultural organisation that is a good ‘fit’.