REFLECT. REFINE. RE-INFUSE.

Krishti cultivates Culturea. Culture is the Cultivation of Mindb. Krishti’s Identity: Reliving a Culturec. Krishti’s Yesteryears and Todayd. Krishti’s Purpose: Reflects, Refines & Re-Infuses Culture

Krishti Curriculuma. Knowing the Krishti Curriculumb. Krishti’s Benevolent Arm: Sparshc. Krishti’s Support & Inspiration

Krishti : Confluence with Corporatea. Corporate Confluence Conceptsb. Babu, Bibi and Brandsc. Krishti Invites Youd. A Krishti Album

Under Krishti

All you need to know

CULTIVATES CULTURE.

CULTURE IS THE CULTIVATION OF MIND

• Krishti (Bengali) is a synonym for CULTURE; comes from the word, ‘Karshan’, which means tilling or cultivation (Sanskrit).

• Associated with the cultivation of mind & tilling of culture; was first used by an 18th century famous Bengal poet, Ramprasad

“Oh! my mind, had you known the art of cultivation, my life wouldn't have remained barren and could have yielded gold’.

Every Society, Community or Region is like a ‘flock of birds’; identified by and commonly gathering together basis beliefs, life-styles, tastes, values, expressions & above all a CULTURE;

Krishti nurtures such A Culture translated into art, literature, attitudes, expressions and celebrations that allow the

Cultivation of Mind

The entity of Krishti, founded in 1997, is a registered society amongst Bengali speaking communities dwelling in and/or connected to Mumbai

KRISHTI’S IDENTITY : RELIVING A CULTURE

• Bengal is known for an extremely social culture

• Referred in regional language as ‘ADDA’. The location for ‘adda’ would be homes & beyond; street corners, coffee shops, parks, clubs & most significantly at

neighborhoods, referred to as ‘PADAs’.

Krishti simulates this ‘ADDA’ nostalgia far away from Bengal in the ‘PADA’ of Lokhandwala Kandivali, Mumbai

BUT, WITH A LARGER PURPOSE

• This has been & continues to be a place of cultivation of mind in Bengal in each and every PADA, beyond the ambit of work, a place of social security beyond financial, a place for nurturing personal hobbies and routine, beyond daily regimen

• ADDA’s have witnessed many a history of Bengal, from 19th century renaissance to the independence movement, from creation and appreciation of world renowned art, literature and music to political criticisms, from scientific validations to religious discourse and of course Sports

KRISHTI: YESTER YEARS AND TODAY

A handful of members sowed the seed of Krishti 16years back , with a vision of ‘connecting roots’

among few Bengali families in the locality of Lokhandwala, Kandivali. The main purpose was

Reflecting on the Culture

Attempting to create a larger platform led to the connectivity over festivals. Thus, started Kali Puja & Saraswati Puja in 1998. Cultural activities and gatherings started around this, adding a new chapter to Krishti’s life – Refining the Culture; this grew larger and mature with the onslaught of Durga Pujo in 2005

Krishti’s final stage of evolution came suddenly in July of 2006. The tragic train

serial blast in Mumbai ripped Krishti’s family off 2 members. It shook Mumbai and the world. It halted Krishti’s world. A sense of standing up in need, fighting for a cause dawned. It was deep rooted and heartfelt;

not a wishful thinking

Thus, Krishti’s woke up to Re-Infuse back to Society. What began as

voluntary readiness to aid members’ families in times of crisis, expanded to being beside every needy family,

to the extent possible

Today, Krishti is a registered Public Trust with over 400 member familiesA conglomeration of 2000 people & expanding

Well known to many within Mumbai (one of the top 5 celebrations of Durga Pujo in city) and outside (family and friends of members)

Is focused on each aspect of the Purposes that it has gathered over the years Sparsh reaches out to collaborate and support VISA, Habitat, Helen Keller, Goonj, Red Cross. Ramakrishna Mission, Bharat Sevashram, Jivan Asha Old Age Home

This led to the emergence of Sparsh, the benevolent wing of Krishti in 2009

COMMUNICATING & having a platform to express one’s cultural thoughts – beyond professional world

KRISHTI’s PURPOSE: REFLECT, REFINE AND RE-INFUSE

CONNECTING to Roots amongst migrants of North-East, West Bengal & Bangladesh in Mumbai

CULTIVATING art and literature and COACHING the Gen-Y

COLLABORATING to ensure festivities continue to be a part of Work-Life balance in the financial capital of India

CONCERN for Society - reaching out to less fortunate strata

Reflect

Reflect

Refine

Re-infuse

Refine

Today, Krishti REFLECTs on the Culture we inherited, REFINEs the Culture through cultivation of art & literature, RE-INFUSEs the Culture into less fortunate inheritors.

CONTRIBUTING to Community in times of need

Re-infuse

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CURRICULUM.

• Durga Pujo – a 5 day festivity with cultural programs• Kali Pujo, Lakshmi and Saraswati Pujo• Tagore Birthday Celebrations & Swami Vivekanda’s 150 years• Conducting classes of Art, Music and Bengali Language• Bengali New Year

KNOWING KRISHTI CURRICULUM

CONNECT / COMMUNICATION

CULTIVATING, COACHING AND COLLABORATION

CONCERN

REFLECT

REFINE

RE-INFUSE

• Annual Souvenir with paintings, literary work

• Performing arts during festivities; learning Marathi

• Regional Cuisine Day (Anandamela)

• Environment Campaign (Offsite)• Recognizing academic excellence

among member families – awards given away by Ramakrishna Pratisthan

• Tying up with Sahana rally a –centre for Tagore culture for kids of member families

• A central Library

Krishti Benevolent Activities • Community Day• Support to families in tragedy• Computer literacy• Coaches IIT/JEE aspirants; • Platform to teach & learn languages

SPARSH: An Benevolent Arm• Support BMC to develop educational infrastructure• Goonj aid to calamities & underprivileged• Support to street children, terminally ill & destitute with VISA• Blood donation, eye & health camps• Aid in livelihood for physically challenged

KRISHTI’S BENEVOLENT ARM: SPARSH

Education to kids of bereaved member families inflicted by Terrorism Acts in Mumbai

Aiding BMC to develop infrastructure for education

Award scholarships, stipends and grants to children & youth from weaker sections of society

Donates to Bharat Sevasram’s Cancer Relief Fund as an attempt to relieve the distress of affected and family to the extent possible

Organizing Blood Donation camp with the Indian Red Cross Society Helping less fortunate with free eye check-ups and offering suitable

remedies – providing spectacles and/or aiding in cataract surgeries with help from Ramakrishna Mission

Provide and maintain Ambulance Service Lower rates for regular health check-ups, blood tests being arranged.

(Thyrocare, Abbott Health etc. )

Partnering with Habitat India to provide relief to cyclone hit victims in Tamil Nadu

Helping Deaf & Blind Children of Helen Killer Institute by selling their handicraft and GOONJ in collecting old clothes, toys, books, shoes from community people for poor & underprivileged

Supporting Jeevan Asha Old Age Home with aim to contribute happiness to ‘2nd Innings’ of life.

Education

Health

Sustainable Livelihood

Joining Hands with VISA to transform street lives of children. Support comes in form of education, food, clothing and shelter Aim to provide emotional & medical relief to terminally ill or destitute

Child Welfare

KRISHTI’S SUPPORT AND INSPIRATION

WHILE DESIRE TO REFLECT, REFINE & RE-INFUSE IS CORE TO KRISHTI, THE ACCOMPLISHMENT HAS BEEN ONLY POSSIBLE THROUGH THE

PARTONAGE OF THE CORPORATE BENEVOLENT

KRISHTI’S SUPPORT AND INSPIRATION

THE SUPPORT IS EVIDENT BY THE PARTICIPATION OF ALL IN SPARSH & CONTRIBUTION TO KRISHTI’S EVENTS

KRISHTI’S SUPPORT AND INSPIRATION

NOT ONLY THROUGH CASH DONATIONS; SUPPORT HAS ALSO POURED IN KIND, SERVICES AND VISIBILITY

Over the years, Krishti has witnessed an upsurge in

patronage; all who realized the purpose of Krishti, contributed.

In 2005, corporate sponsorships were just 15, in

2011 it grew to 175 companies and 2012 saw it touch 200

CONFLUENCE WITH CORPORATES.

KRISHTI’S CORPORATE CONFLUENCE CONCEPTS

Krishti has come a long way over the past 16years. It has matured more in the past 8years with the inculcation of a strong philosophy.

It is one of the few associations that started off as a gathering of a common culture, developed into a professionally

managed setup with an organization structure.

Krishti has several levels of confluence with Corporate with the following: Evolving as an Organization Adopting a systematic working Identifying win-win situations of visibility Joining hands in accomplishing the corporate social responsibility.

KRISHTI’S CORPORATE CONFLUENCE CONCEPTS

(1) KRISHTI’S FIRST LEVEL OF CONFLUENCE WITH CORPORATES LIES IN ITS WAY OF OPERATION

• A public registered society since 2006, maintains Audited Financials and operates from its own official premises in Kandivali, east.

• Operations based on ‘Reflect, Refine, Re-Infuse’ philosophy is divided into sub-committees who proposes the plan and budget for year-round activity; Managed by Managing Committee headed by President. Annual selection of Committees basis individual capabilities and final voting. Mgmt Comm. approval mandatory on budgets. Distinct Revenue Committee is functional.

• Donations to Krishti enjoys Tax Exemptions under 80G

• Krishti realizes that participation and work done is VOLUNTARY and seeks to motivate the team through a sense of belonging, work-life balance, practising this as a hobby to develop personality traits, the comfort of social security

• There are regular thought provoking, motivational SMSs sent on daily basis to develop the passion. Ideas and suggestions are asked on many issues to start a dialogue

(2) KRISHTI’S SECOND LEVEL OF CONFLUENCE IS IN DELIVERY OF PURPOSE

• Krishti is structured with an year long agenda where performance against plans are evaluated regularly by Committees.

• Cultural /Pujo Committees responsible for all events, organizes the Reflect and Refine aspects of Krishti. • Sparsh, which is most critical, has a designated team for all social responsibility activities to Re-Infuse.

• Revenue Committee distinctly focuses on Corporate and Individual clients. Individuals are segmented into Revenue Zones where membership details, propensity of participation, willingness to pay is tracked & budgeted accordingly. Corporate clients are addressed in presentations, sharing of appropriate opportunities, ensuring proper implementation

(3) THE THRID LEVEL, BEING IDENTIFICATION OF OPPORTUNITIES FOR CORPORATES AND SELF

KRISHTI’S CORPORATE CONFLUENCE CONCEPTS

Most important is the Durga Pujo, a 5 day event that is encompassed with cultural programs, celebrity presence, games/competitions with corporate sponsored, awards, stalls etc. This is covered in print media and TV

Attended by around 10000 families where there are visibility options,

participation in corporate gifting directly to consumer.

While the main target audience is Bengali speaking, the members and visitors are from North East, Bengal and Bangladesh

This is also the Dusshera/Navrathri time. Hence, footfall include people from across India, not only restricted to Bengal

Advertisements possible within premises, on road facing gates and in in-house print media

Opportunity for B2B companies as Souvenir with advertisements are circulated (1000 circulation), known to trigger trade

(4) THE FOURTH, IS ‘GIVING BACK TO SOCIETY’ TOGETHER

• Krishti serves as a conduit for Corporate to contribute to the larger cause of the Society.

• Organization who desire giving back to society, but do not have a dedicated team can look towards Krishti for regular contributions to social causes. This can be reported by the company as their CSR role

• Donations enjoy tax exemption and surely reach the right touch points.

BABU, BIBI & BRANDS

Loves Food…and all kinds of FoodLife’s mandate: SWEETS

All Debates over a Cup of TeaTea with Biscuits & Snacks

Emotions, literature, music, movies...loves all that intoxicates! All that Heals

A fish a day keeps doctor away…

Intellectual; Romance & poetry balances political war of words

No work for football? Possible. Vice-versa? Illogical

Let me manage culture…Is there someone to manage finances??

Has a mandate for Tourism

Food Junctions, Restaurants, Hotels, Sweet Shops

Raw / Frozen Fish; Non-vegetarian food junctions

Book stores, Music stores, magazines, newspapers

A sneak preview of Krishti’s clientele, the Target Audience for Brands & relevant companies who may see an opportunity for visibility during events

Tea, Biscuits, Sugar, Sugar-free, Milk n Milk Powder, Munchies that go with Chai

All in Travel & Tourism; services to Travel – insurance, VISA etc. Prefer to have arrangements done

All Sports Channels, Club memberships;

A family man, cannot live without social circles, agenda in life is to eat well, enjoy and bask in the glory of culture; dislikes too much of a calculated life

Guess What???.... & OTC Drugs

Financial companies, Insurance etc.

Would love to go back to hometownEstate retail in West Bengal etc.

BABU, BIBI & BRANDS

High level of concern & pride with education of children, development of cultural to knowledge ratio; attempt to make kids ‘bangali’

Books, Copies, Stationary Companies, Coaching Classes, Schools, vocational education & hobby development

Loves Food ; more importantly loves to Cook

In spite of professional engagement, family is centre to being – make an extra effort to socialize, entertain guests, serve family hot food , send wishes and gifts

Spices, Veg./Non-veg. Raw delivery, Crockery, Cutlery, Utensils, Kitchen designs

Home Furnishings, Bath & Bed Linen, Cooking gadgets

Has considerable decision making power. Is intelligent and value conscious

Sarees – stock need not be considered while buyingJewellery to wear / not invest

Skin/ Hare care conscious. Takes care. Prefers home-grown /natural mode

SareesGold & Diamond Jewellery who focus on designs All FMCG and Consumer Durables

Skin care, Haircare products, wipes during sindoor festival

Has equal passion for travel & traditionsBooks, music, TV channels

Educated, intelligent, decision & home makers. Kids are most important. Modernity has not tarnished traditions. Is equally social, but emotional

Universities for Professional Courses

KRISHTI INVITES YOU

Krishti looks forward to Your Participation in Benevolent activities of Sparsh

1) Contribute to Society and leverage social connotations

2) May choose to cater to education, child welfare, health, aid in natural calamities, home for homeless without altering the service provider

3) Build an image of CSR 4) Strong PR value5) May use products to develop models for

sustainable livelihood6) Corporate Gifting is usual in business. Get

products done from Sparsh supported organizations – gifting with a cause, value for money, PR and tax exemption

7) Advertisement in Souvenir possible8) Access to database

Social Responsibility Event Participation & Visibility

Krishti invites you to share the stage of the 5-day event to leverage the following:

1) Reaching out to 10000 - 15000 people across 5 days, not only from Bengal, but across India

2) Focused Target audience in Babu, Bibi and Family3) Can test market products and services within Mumbai

itself for the East/North East launch4) Market research is possible

5) Existing Database for Trade Marketing 6) Have stalls for sampling and selling

7) Reach your message to many in the eastern part of the country through word of mouth

8) Can utilize the platform of cultural events / competitions

9) Can look to attract large B2B orders through Souvenir advertising/inserts/banners

10) Brand cultural events of children for string social messages at low cost that can then be used in PR

KRISHTI INVITES YOU

KRISHTI INVITES YOUConsumer Pulse

“ I had never used Bombay Dyeing Bed Linen before. After I got a gift hamper from Bombay Dyeing at Krishti, I really liked it. Bought for my home and also gifted my mother & in-laws”. (Ranjini Roy, professional & homemaker , Kandivali

Thakur Village)

“ My son was so happy to see his favourite characters of Nickelodon at the pujo mandap. Now he watches them even more ”. (Mou Ganguly, homemaker , Kandivali Lokhandwala)

“ I had sindoor all over my face and did not have the time to go home. We were all going to immersion. My friend gave me a wet wipe to clean the sindoor. It was so good”. (Sumita Saha, homemaker , Kandivali Lokhandwala)

“ Discussion started at the Pandal around the Colours serial, that was advertised. I was visiting my sister-in-law during Pujo from Kolkata. I never watched it before, but got interested and started watching it when I came back home”. (Mrs. Sen, School Teacher , Salt Lake, Kolkata)

“ The Bhog Committee used products from Reliance . I had not shopped there before. But the food was so good, I liked the taste even as a Gujrathi. So when I make those dishes, I have started picking my grocery from there”. (Mrs. Patel, homemaker , Goregaon)

“ I got the information booklet from the stall and started investing in IDBI Mutual ”. (Mr. Chatterjee, Kandivali Lokhandwala)

“ I got some contacts for my own business in Kolkata from the Souvenir and started connecting with them for getting some mechanical parts.” (Mr. Roy Choudhury,

Andheri, Mumbai)

Advertisement In Website

KRISHTI INVITES YOUR PARTICIPATION AT RELEVANT TOUCH POINTS

Advertisement In Souvenir

Corporate Stall Corporate Display Mandap/Pandal gate Main Pandal

Cultural & Entertainment Programmes

Bhog Distribution to around 4-5 ‘000 people

Contests & Utsav

Cost per DAY

KRISHTI INVITES YOUR PARTICIPATION AT RELEVANT TOUCH POINTS

A KRISHTI ALBUM: MEDIA COVERAGE

WITH WARM WISHES FOR THE FESTIVITIES AHEAD....

Contact:

Website: Reg. No.

401, Autumn Grove, Lokhandwala TownshipKandivali (East), Mumbai 400101www.krishti.inReg. No.MN GBBSD 108/2006Public Trust Reg. NO.: AF35752 (Mumbai) 7 June 2008

Disclaimer: The presentation is strictly confidential and for internal circulation. The images used are only for representative purposes and have no commercial implication. In case there is conflict of interest, please feel free to write to contact us.