PNG Sons makes a case for indigenous art with ‘Ethnic Hues’, calls jewellery ‘an art first, and a business after’

The art exhibition by PNG Sons across galleries at its showrooms involves more than 40 artists and more than 100 unique artworks that reflect Indian heritage. It attracted art lovers – potential customers – to the brand’s showrooms to see the works of art

For leading jewellery retail brand PNG Sons, keeping art and art forms alive has been a matter of pride and a decade-long initiative under the discerning eyes of its promoter, Ajit Gadgil. On ‘International Day of the World’s Indigenous Peoples’ or World Tribal Day on August 9,the brand showed its support for art and artists by honouring artworks from various parts of India in the form of an exhibition, Ethnic Hues, that will go on at its showrooms in Pune till August 20.

Ethnic Hues, organized by the PNG Sons Art Initiative, comprises Indian folk and tribal art, murals and sculptures and is in line with this year’s theme ‘Indigenous Youth as Agents of Change for Self-determination’ for World Tribal Day and the ongoing ‘Azadi Ka Amrit Mahotsav’. With more than 40 artists showcasing over 100 artworks under one roof, the exhibition saw India’s diverse culture reflected in the artworks on a large scale.

On how the idea of a jeweller organising an art show may seem uncommon, Ajit Gadgil, Promoter, PNG Sons said, “Jewellery has a special place in the heart of every Indian; it represents our culture. For us, jewellery is an art first and a business after. Hence, we have decided to support art and artists, started the PNG Sons Art Initiative and set up art galleries at our showrooms. We offer them art galleries free and don’t even ask for commissions on sale. For over a decade, artists from various States and towns have been showcasing their talent here. We are bringing heritage art to the people.”

The brand’s commitment to protecting and promoting art is evident as PNG Sons has set up art galleries at four Pune showrooms. At the same time, Nashik, Amaravati, Jalgaon and Vadodara have one gallery each. The brand has also organised group shows where hundreds of artists have showcased their talent.

The current exhibition has on display tribal art works of India and the world including Warli, Gond, Saura, Sohrai, Santhal, primitive art, East-African Tinga Tinga tribal art, Aboriginal art from Australia as well as traditional Indian folk art like Mithila-Madhubani, Kalamkari, Cheriyal, Arippan, Alpona, Pattachitra, Chitrakathi, Miniature, Pichwai, Phad and Kerala murals. Odisha, Madhya Pradesh, Nagpur, Pune, Nashik and Mumbai artists have showcased their works. The brand has organized the exhibition at all its locations in Pune for art lovers to visit the one nearest to them.

Said Gadgil, “Earlier, art was part of our culture and people would decorate their homes with native and folk art. But due to various reasons, we have lost touch with our heritage. Today, awareness about such art forms barely exists. This exhibition is an effort to revive our heritage and spread awareness. We are getting good responses for these exhibitions. Our galleries have a 6-month waiting period, which shows the popularity of our exhibitions.”

All existing customers were invited to the exhibition, which saw significant footfalls. Concurrent with the exhibition, the brand is show casing traditional Maharashtrian jewellery, not exactly in the gallery, but on the same floor.

As for the impact of the initiative, it helped PNG Sons to create brand recall, as people came to know that it supports art. Art lovers – potential customers – visited the art gallery at showrooms to see the works of art. “Our art initiative has now completed a decade, and we have done lots of projects under it such as Kinnal Art Revival, Ganjipha, Chau Mask training, art conservation etc. Artists and the art fraternity, along with the common people, know the PNG Sons Art Initiative,” Gadgil said.

Written by Aparna Bhowmick

Retail Jeweller India News