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ITC pays tribute with ‘Desh Ek Raag’ by ITC Sangeet Research Academy
Mumbai: On the occasion of India’s 78th Independence Day, ITC Ltd. has paid tribute to the Nation with the creation of a unique musical composition ‘Desh Ek Raag’ performed by the Gurus and Shishyas of the ITC Sangeet Research Academy (ITC-SRA). The soul-stirring composition captures the confluence of Hindustani Classical Music forms, rooted in the cultural traditions of the country. The musical ensemble innovatively combines western and Indian instrumental accompaniments to play Hindustani Classical tunes to contemporise Indian classical music for the younger generations. The composition, rendered in a musical video, was shared by Sanjiv Puri, chairman of ITC, through a post on LinkedIn today. Puri is also the chairman of the Board of Trustees of ITC-SRA.
Performed by ITC-SRA Gurus and scholars, in collaboration with other artists, the special composition is an ode to the Nation, in which Parampara and Pragati (Tradition & Progress); Viraasat and Vikas (Heritage & Development) go hand-in-hand. In line with ITC’s credo of ‘Nation First: Sab Saath Badhein’, which underscores the Company’s core belief in creating inclusive and enduring value for the nation, the Desh Ek Raag initiative is testimony to ITC’s commitment to contribute meaningfully to preserve, nurture and promote India’s rich heritage of Hindustani Classical Music.
Crafted by some of ITC-SRA’s Gurus, the special composition is based on Raag Desh, which is an integral part of Vande Mataram – the National Song of India.
Speaking about the initiative, ITC Ltd chairman Sanjiv Puri said, “I am delighted that, as a tribute to our country on the occasion of the 78th Independence Day, ITC Sangeet Research Academy (ITC-SRA) has created a special composition, presented in the form of a music video ‘Desh Ek Raag – an Ode to the Nation’. This musical masterpiece by the talented scholars of ITC-SRA draws inspiration from Raag Desh, stirring a profound sense of pride and admiration for our great nation.”
“For nearly 5 decades, ITC has nurtured and promoted Hindustani Classical Music through the ITC-SRA, a one-of-its-kind institution. ITC-SRA has been enriched over the years by India’s acclaimed Gurus who have imparted precious knowledge and training through a unique Guru-Shishya Parampara that embodies the country’s rich heritage,” Puri added.
The musical video showcases the Gurus and scholars performing at the picturesque ITC-SRA campus in Kolkata, a pioneering national institution that promotes Indian Classical Music through the enduring Guru-Shishya Parampara – the rich tradition in which eminent Gurus of the Academy impart intensive training and quality education in Hindustani Classical Music to the scholars in the ecosystem of a residential Gurukul. The ensemble video features musical maestros and eminent scholars of ITC-SRA including Pandit Ajoy Chakrabarty, Vidushi Subhra Guha, Pandit Omkar Dadarkar, along with the creators of the composition, Shri Abir Hossain and Shri Brajeswar Mukherjee.
The selection of young artists, varied instruments and diverse musical genres from across the country for the composition is testimony to the confluence of ‘the modern’ and ‘the traditional’ in today’s India. Through the unifying power of music, the video seeks to convey the core ethos of ITC-SRA – to keep Hindustani Classical Music relevant among newer generations of music lovers.
Established in 1977, ITC-SRA, over the decades, has grown in impact and significance, reinforcing ITC’s sustained commitment to preserving the national musical heritage. Today, ITC-SRA houses more than 40 scholars in its sprawling Kolkata campus.
The galaxy of acclaimed Gurus of ITC-SRA includes Nissar Hussain Khan (Sahaswan Gharana), Hirabai Barodekar (Kirana Gharana), Ishtiaq Hussain Khan (Rampur Gharana), Nivrittibua Sarnaik (Atrauli-Jaipur Gharana), Girija Devi (Benaras Gharana), Latafat Hussain Khan (Agra Gharana). A. Kanan, Malabika Kanan and many more.
ITC-SRA will be celebrating its Golden Jubilee in 2027.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
