eKalakaar: Transforming art to strengthen the Orange Economy
eKalakaar, a cultural-tech start-up, is on a mission to redefine the way India engages with its traditional performing arts, by putting dignity, livelihood and cultural identity at the centre of the artistic experience – beyond the elements of glamour and entertainment. Co-founded by Dr. Sanjaya Pradhan and Amit Dutta, eKalakaar’s motto is to build pathways to sustenance through arts, by empowering traditional artistes and integrating their craft into the modern economy.
Dr. Sanjaya Pradhan is a development professional with over two decades of experience in social impact, livelihoods and inclusion, having worked with organizations like Tata Power and NSDC. Amit Dutta is a former EY and KPMG Strategy Consultant with a focus on public sector innovation.
During the pandemic, many artistes were living without any real support or safety net, as live performances stopped or became minimal. Ironically, the same period saw a renewed interest in indigenous knowledge systems – yoga, Ayurveda, folk storytelling, and more, although not translating into livelihoods for those who embodied these traditions. It was at this intersection of crisis and cultural resurgence, that eKalakaar was born.
eKalakaar was not built as a performance marketplace alone, but as a platform for cultural communication for patrons and for the empowerment of traditional performing artistes – classical, folk and fusion singers, dancers, musicians and theatre artistes. Despite various odds, eKalakaar started gaining traction and support from early believers led to meaningful pilot programs. The shows aimed at bridging information gaps, building trust and celebrating culture.
At the heart of the platform lies a simple yet powerful model, the four main pillars being Enable, Engage, Elevate and Evolve. Quality traditional performing artistes are onboarded digitally, and their work is documented and profiled in a structured format making them discoverable for performances with corporate or institutional clients. When a gig is booked, eKalakaar undertakes contextual research, curates a bespoke script, and selects the right art form and artist group. The goal is always to deliver a unique and powerful performance that moves the hearts and minds of the client’s stakeholder audience. Upto 70-75% of the fee goes directly to the artiste – through a model which is transparent, fair and timely.
Artistes are no longer seen as entertainers on the fringe; they are knowledge bearers, educators and change agents. As of today, eKalakaar has facilitated over 350 performances, onboarding more than 250 artistes from diverse backgrounds. eKalakaar has received various awards for excellence since it was founded.
The founders state that being part of Impact Orbit at NSRCEL played a pivotal role. “The NSRCEL program extended all necessary support to scale up business. From legal structuring to brand storytelling, the program offered a strategic lens that turned a promising initiative into a scalable enterprise.”
