The India Story (TIS), a Neotia Arts Trust initiative, is back for its annual winter date with the City of Joy and Swabhumi is all set to rock to the tunes of a carnival vibe after a pandemic-induced break last year. Launched in 2015 as a ‘creative arts and design exposition’, TIS has grown into a melting pot over the years, its unique free spirit making it a hotspot. We caught up with Madhu Neotia, managing trustee, Neotia Arts Trust, to know more about the Neotia Arts Trust presents The India Story in association with The Telegraph, which is slated to take place on December 18, 19, 20 at Swabhumi, 10.30am onwards.
Congratulations and welcome back! Kolkata has missed The India Story. When did you think of coming back with a physical chapter?
In September, we decided to do The India Story and we decided to send out a mail to see if there were takers with Covid around and we also did not know how it’s going to unfold, will there be another lockdown? October gave us more hope that we can do it. We started pursuing it after Diwali. I must say this team has been dynamic and you can see the enthusiasm. The idea is The India Story has to work without Madhu Neotia eventually. It’s total teamwork.
What kind of a response did you get?
I think 75 per cent said ‘yes’. That’s very encouraging.
What was your mental make-up in preparing for this edition of The India Story?
I had two years to think about it and was able to reflect, see and watch. One listened a lot to what it is that people are talking about.... I realised what many people went through were mental health issues. So, I have this young girl who is coming down from Bombay who is putting together an interesting set of tables on mental health and she said she wants to be where the youngsters are.
Then food. People have really become conscious of eating healthy food. That helped us in maintaining good health in times of Covid. I have wanted to do a farmer’s market since the very first edition. We also have a saxophone guy flying in who will be playing here.
The idea is that people should be happy. People have gone through a lot and we want to bring back a bit of happiness in whatever way we can.
Is the farmer’s market the highlight then?
Personally, it is my baby, but I think every space has its own story. Raasmanch has great fashion and fabulous jewellers. We realised that people are buying things if there is a wedding in their family. So, if people can’t travel, then why not get them here? The pricing is varied, so there is something for everyone. RangManch has always been about everything edgy. Price-wise also, it is very affordable. There are a lot of people coming from outside Kolkata here. We decided to do retail ourselves this time again... we have great names coming on board like Nicobar and Ritu Kumar home, Arttd’inox.... We also have fantastic brands from Kolkata.
Home became an important part during the pandemic. There was an explosion of home space online. People want to entertain at home and in style. I used to enjoy taking out my crockery for small clusters and the only shopping I did was home and that too smaller items. You also had time to concentrate on home during this time, which I never had earlier. I could put my house in order. You also realised that you don’t need to buy. I just had 10 sets of clothes. My son, after the lockdown ended, said please take out another set, now! (Laughs) We have fabulous lounge clothes.
Since it was happening around Christmas, we wanted to create that mood wherever we could so that children feel happy when they come. We wanted to ensure that there is something for everyone. Children love activities. We are definitely putting up a Christmas tree and table with popsicles, lollipops, balloons... I want colours. We have bands playing fantastic music and I have told them I want Christmas songs. We are also putting together a playlist.
Then we have young, funky fashion. Food is a huge part and it’s pouring out of every zone... we have Ambuja Neotia doing so many things. In City Centre Salt Lake, Afraa is now serving The Conclave food and it is becoming so popular. So, the entire north Indian fare is going to be there. I wanted Kolkata chaat. The Raajkutir courtyard will have the barbecue.... And there is a lot more to choose from. We are trying to fill in wherever possible.
We’ll have DJs and bands and there’ll be music everywhere. By the Steps is very interesting for children to go down. And we are creating experiences there too. A cafe, a table.... Then we have Vanity Wagon, which is fantastic.
The one thing that we are strict about is that everyone will have to have the mask on and we are going to be sanitising every zone. Crowding will be avoided and there will be lots of chairs and tables.
Tell us about the by-invitation-only fashion show on the opening night...
I have always wanted (fashion designer) Anju Modi at The India Story. The courtyard is perfect. Nupur Sagar is the choreographer and the way they are thinking of doing the set is going to be interesting. There will be Rajasthani singers for a folk feel prior and post the show. Jasu Khan is coming. There will be no compromises in quality.
What have you cut down on?
We used to spend a lot of money on installations and we felt it was not right for us to reach out to sponsors in these times and we also did not have the time to do that communication. The Christmas tree will be mounted like an art installation and Narayan’s (Sinha) art is also coming in. We are doing clusters of his art. People are more interested in buying affordable art. We have photography.
What are you expecting?
Let’s see the response when we open doors on December 18. We are really excited about coming back to work. The tight schedule has worked for us. We have been sensitive to the needs.