KOCHI:
Muthoot Finance, India’s largest gold loan NBFC, has proudly announced the first disbursement amount for 20 selected distinguished artists under Muthoot Snehasammanam 2024 at a grand ceremony on March 19, 2024, at Avenue Regent, Kochi.
The ceremony was presided by Chief Guest P.N. Suresh, Former Vice Chancellor of Kerala Kalamandalam Deemed University of Art and Culture and inaugurated by renowned Indian Film Director, Sibi Malayil. The other distinguished dignitaries were George M George, Deputy Managing Director of Muthoot Finance, Dr. Chikku Abraham – Vice Principal, Muthoot Institute of Technology and Science and Babu John Malayil, DGM- Corporate Communications, Muthoot Finance.
India possesses a diverse array of temple traditions which showcase a rich tapestry of cultural heritage spanning various regions. Since these traditions are unique to the region, hence, safeguarding the historical roots i.e. the artists take forward these traditions is essential. As part of the Muthoot Snehasammanan initiative, launched in 2015, Muthoot Finance aims to provide support and assistance to senior artists and performers facing challenges in sustaining their work.
Muthoot Finance has spent around INR 70 Lakhs under the scheme so far. During the period of FY24, they have allocated a cumulative spend of INR 27 lakhs as part of the initiative. Under this scheme, grants has been provided to 45 veteran artists until now. These individuals will receive monthly grants ranging from Rs. 3,000 to Rs. 5,000 for three years, providing them with a much- needed financial cushion.
The beneficiaries of the financial aid include various artists involved in Temple Art Forms of Kerala such as Kathakali, Percussion (chenda), Mridangam, Saraswati Veena, Tanpura, Nagaswaram, Idakka, Mizhavu, Timila, Panchavadhyam, Chengila, Ilathaalam, Kombu, and Odakkuzhal, among others. Coupled with the financial support, the company will also provide free or low-cost health check-ups and medical treatment at its Pathanamthitta or Kozhencherry hospitals for these artists.
Speaking at the ceremony, George M George, Deputy Managing Director of Muthoot Finance said, “At Muthoot Finance, we are honored to support these pillars of our creative community. Their sacrifices and dedication have shaped our cultural identity. We have closely witnessed the challenges faced by many senior artists as their careers wind down. The Muthoot Snehasammanam program is a way for us to give back in a small way. It embodies our philosophy of fostering a future enriched by the brilliance of our artistic past. These grants are a token of our deepest appreciation for their lifelong contributions and a way to ensure their well-being during their golden years.”
Chief guest at the event, P.N. Suresh, Former Vice Chancellor of Kerala Kalamandalam Deemed University of Art and Culture said, “This recognition by Muthoot Finance is a true testament to their commitment to preserving Kerala’s artistic heritage. The arts are the soul of a society, and artists are the storytellers who keep our traditions and culture alive. Many senior artists dedicate their lives to their craft, often facing significant financial challenges later in their careers.
These grants from Muthoot Snehasammanam will provide much-needed support to our most cherished artists, ensuring their well-being and allowing them to continue inspiring future generations. It’s vital that we recognize and celebrate these cultural icons, and Muthoot Finance’s ongoing commitment to their well-being is truly commendable.”
