West Bengal, May 22, 2023. Genius Foundation, the CSR arm of human resources organization, Genius Consultants Ltd., and Ascensive Educare have collaborated on a Corporate Social Responsibility (CSR) initiative aimed at promoting the skill and entrepreneurship development of local Chhau artisans in Purulia, West Bengal. The initiative is designed to help these artisans globalise their unique crafts and artistry.
Chhau is a traditional dance form that originated in the eastern Indian states of West Bengal, Odisha, and Jharkhand. The Chhau dance is accompanied by masks, costumes, and other artifacts that are intricately designed and crafted by local artisans. However, despite the beauty and cultural significance of Chhau art, it has remained largely unrecognized outside of the region.
This program aims to strengthen the Chhau artisans of Purulia by providing them with the necessary training, resources, and infrastructure to help them expand their business and reach a global audience. The program will offer training in various areas, including design, marketing, and financial management.
Speaking about the initiative, Mr. R P Yadav, Chairman and Managing Director, Genius Consultants Ltd said, "Empowering Chhau artisans in Purulia through this CSR initiative is not only a step towards preserving traditional art forms but also an investment in sustainable livelihood development. By providing skill and entrepreneurship development training, market linkages and access to modern technology, we can create a sustainable ecosystem for artisans and their communities to thrive. This collaborative effort by Genius Foundation and Ascensive Educare serves as a model for socially responsible business practices and highlights the importance of preserving cultural heritage while promoting economic growth and social well-being."
Genius Foundation and Ascensive Educare have committed to providing the artisans with access to modern technology and equipment, which will enable them to create high-quality products that meet global standards. Additionally, the program will also provide the artisans with access to national and international markets through online platforms, exhibitions, and other promotional events.
The collaboration between Genius Foundation and Ascensive Educare aims to equip local artisans, preserve the traditional Chhau art form, and promote the rich cultural heritage of Purulia to a global audience. The initiative is expected to create a positive impact on the livelihoods of the Chhau artisans and their families, as well as contribute to the socio-economic development of the region.
