For art’s sake

Diwan had floated the concept to bring art closer to people. “Not everyone can afford to buy art and take it home,so we decided to produce memorabilia which would make people inquisitive,interested in art and appreciate it too,” he says. Artists have been forthcoming and generous and have contributed their creations free of cost. “We’re not doing it for money,but to dispel ignorance about art and reach out to a wider audience. Our products are so reasonably priced— the neck tie is only for Rs 550,” Diwan points out.

Muchos,the merchandising wing of theatre company Evam,makes quirky products targeted at the young. They include a recession clock that goes backwards,conveying the message that hard times will pass and happier days will be back. They also have dhaba chai glasses,miniature T-shirts,mugs,shirts,clocks and coasters. Sunil Vishnu K of Evam—in the city last month to stage a play based on Chetan Bhagat’s Five Point Someone—says that such business entrepreneurships support theatre artists and make them independent. Evam was started six years ago in Chennai by Vishnu and his friend Karthik because they wanted to connect business entrepreneurship with theatre. “We worked for a year,saved a lakh each and began Evam,staging plays,holding theatre workshops and creating a merchandise brand. Last year,the turnover was about Rs 2.5 crore,” he says.

Outside the Rock Garden amphitheatre,where Neelam Man Singh’s play Little Eyolf is being staged,the People for Animals (PFA) has counters which display products made by NGOs working for women,street children,environment and the spastic. The products,lamps,slip pads,gift boxes,cards,book marks,are mostly hand-made. “When someone buys a product from an NGO,he/she gets connected to that cause. It also increases our social awareness,” she adds.