In a move that has resonated deeply within India’s cultural and artistic circles, Sundeep Bhutoria, a prominent figure in India’s arts and literature community, has penned a letter to Prime Minister Narendra Modi. Bhutoria has made a passionate appeal for Corporate Social Responsibility (CSR) support to bolster the cultural and literary landscape of India. This initiative aims not only to preserve and promote India’s rich cultural heritage but also to foster intellectual growth and social cohesion through the arts.
Shared widely on social media, the letter intends to help secure essential funding for India’s vibrant arts and cultural sectors, which remain underserved notwithstanding their pivotal role in building national identity and enhancing India’s soft power. The change in CSR policy (in September 2022) has greatly impacted the attention received by the arts sectors, prompting an impassioned plea from Bhutoria.
His ideas have resonated with stakeholders across the spectrum, from literary scholars to cultural enthusiasts, who view CSR as a potent tool for promoting arts and culture amidst an evolving socio-economic landscape. Bhutoria’s timely call has received endorsements from prominent figures such as actress Nandita Das and Grammy-winning musician Ricky Kej. Das commended Bhutoria for his advocacy: “Thank you Sundeep Bhutoria for taking the initiative to speak for art and craft communities that really struggle for sustenance. Preservation and conservation of art, craft and handlooms that are fast vanishing is super important…” Similarly, Kej emphasised the importance of integrating art, culture and literature into CSR frameworks, citing their profound impact on societal well-being and global cultural diplomacy: “CSR initiatives need to include art, culture and literature…this is our soft power and our might!” Such sentiments were echoed by Indian classical veena expert Vishwa Mohan Bhatt, who said: “It’s very important to think for preservation…of classical and folk arts. Let us all support this movement and request our Honourable PM of India to consider.” Author Kiran Manral and columnist Koral Dasgupta also supported Bhutoria’s call for investing in and supporting India’s creative forces with an emphasis on encouraging artistic and cultural growth.
Bhutoria is known for his advocacy in promoting arts and literature through the Kolkata-based Prabha Khaitan Foundation, of which he is the managing trustee. Bhutoria has previously championed numerous initiatives aimed at promoting Indian culture and heritage through performances, discussions and educational outreach. The PKF’s efforts are proof of how significant the role of CSR funding is in democratising cultural participation and fostering national pride.
“We [PK Foundation] work across the country for the sustenance and spread of Indian culture and heritage through performance and discussion. We also provide books to educational institutions in rural and semi-urban areas. Most of our events are held in Tier B and C cities, where availability of books is restricted and many readers can’t afford to buy new books,” wrote Bhutoria to the PM, about the necessity of CSR initiatives to provide platforms and opportunities for artists, musicians, writers and artisans, especially in places where cultural activities often face financial constraints.
Bhutoria emphasised his professional and personal experience to bring out the impact corporate funding could have on preserving and promoting diverse artistic expressions across the nation.
The cultural heritage of India is a cornerstone of our identity and it is incumbent upon us to ensure its preservation and accessibility for future generations. Bhutoria’s appeal aligns with global trends recognising the economic significance of creative industries. Globally, the creative sector not only contributes significantly to GDP and employment — factors that India, with its vast cultural heritage, can harness for socio-economic development — but also facilitates international trade and cross-cultural expansion. In this context, Bhutoria drew attention to buzzwords like “creative economy”, which encapsulate the vast tangible and intangible value now held by the creative industry.
Bhutoria pointed out that “the creative sector has a share of 5.5% of global output, in terms of gross value added” and when it comes to “employment generation, the contribution of creative industries to national employment stands at a global average of 5.32%.” Yet, according to Bhutoria, “the artistic and cultural core of our country is struggling to breathe” as many of the torchbearers of India’s cultural legacy are unable to even make ends meet.
In order for India to regain centrestage in the sphere of cultural heritage, we must first create a sustainable environment for the thriving of artistic output. The solution to the plague-like withering of cultural funding is the influx of corporate funds, which Bhutoria regards as “the lifeblood for India’s artistic and cultural renaissance”. By leveraging CSR funds to empower artists and promote cultural diversity, India can reclaim its position as a global cultural hub while fostering economic growth through creative industries.
It is interesting that Bhutoria’s letter requested not just the corporates but also the government, whose policymaking and execution have been instrumental in pushing CSR initiatives over the past decade, to usher in the promotion of arts and culture. Bhutoria pinpointed the need for governmental policies that incentivise corporate engagement in cultural and artistic endeavours. By advocating for the inclusion of arts within CSR mandates, Bhutoria seeks to bridge existing gaps in cultural funding, ensuring sustainable growth and visibility for India’s artistic communities, both domestically and internationally.
“Taking the first steps towards an Indian cultural renaissance under your dynamic leadership would surely be an invaluable legacy for your third term in office,” Bhutoria concluded in his letter, highlighting the impact PM Modi can have by virtue of his government looking more deeply into CSR funding for arts and culture.
Mahatma Gandhi famously said, “A nation’s culture resides in the hearts and souls of its people”. Bhutoria aptly observed that it is the arts — “ranging from the visual arts and crafts to literature, performing arts to design and architecture, and much more” — that can touch every heart of our country and connect the human spirit globally. As the nation looks forward to a future where art, culture, and literature thrive, Bhutoria’s letter has become the catalyst for an explosive chain reaction, the outcome of which is likely to be a greater exuberance of India’s creative industry, both at home and abroad.
