Sponsoring Indian arts in SA

Comments Atul Gupta, MD and chairman of Sahara Holdings, “As a group we are proud to support initiatives that promote cultural diversity and celebrate better understanding of who we are as people. South Africa and India share much in common, and it is only fitting that the Indian community in South Africa, along with fellow South Africans, share with India in the delight of various arts.

“The Shared Histories Arts Alive Program is an expressive initiative that emphasizes the bond between two countries that have been strengthened through change and continue to pursue the values of progress, freedom and diversity.”

The Shared Histories initiative is a nine-week festival facilitated by the High Commission of India, presented by Sahara and TATA Africa and sponsored by Sasol, Malti Herbs and FNB, with support from India Tourism, India Council of Cultural Relations, Rakhee Investments, Mabula Lodge, the Consulates of India in Johannesburg and Durban, and the High Commission of India Office, Cape Town.

Platform

The festival provides a platform for dialogue and collaborative work between eminent local Indian and South African musicians, crafts persons, literary figures and dancers.

A host of workshops and performances by local groups will feature as a highlight of the festival and staged in multiple locations throughout the country.

Sahara is a well-known sponsor of initiatives that are designed to uplift and empower individuals and communities. These projects include long-term naming rights sponsorship of cricket and technology-supply agreements with, Cricket SA, SA rugby and Mamelodi Sundowns Football Club, a number of schools and tertiary institutions, as well as direct affiliation with organizers of ICT literacy and skills development programs.

Sahara also has a history of direct investment and trade with India. In 2004 the company entered into a joint venture partnership with Sahara India Pariwar to launch Sahara Computers and Electronics Ltd (SCEL) in Lucknow, India. Today the business generates a multi-million US dollar turnover and has over 900 people on its payroll.

For more information, go to www.artsalive.co.za.