ITC is quintessentially an Indian company and consistently strives to create value for rural India through village level and agricultural projects. Therefore, the theme for ITC’s 2003 calendar is “Colours of Rural India”. The pages depict examples of folk and tribal art with short descriptions that serve to illustrate the creativity and dexterity of rural Indian artists.
The 2004 calendar for ITC uses the theme “Rural India—Lives and Landscapes”. The month pages showcase evocative rural paintings by some of India’s leading artists while the opposite pages contain telling vignettes of ITC’s work in rural areas.
For the 2005 ITC calendar we decided to use the flavours of India as the theme. The month pages feature paintings related to food from the ITC Art Collection while the opposite pages focus on different products from ITC’s Food Business launched in 2001.
The 2006 ITC calendar is themed “Pahnava—A Tribute to Indian Fashion”. Fashion apparel defines every era of civilisation. Through a series of miniature paintings dating from the 17th and 19th centuries the calendar illustrates the rich fabrics and costumes of Indian life.
The idea behind the ITC 2007 calendar comes from the ancient Indian tradition of “Atithi Devo Bhava” or literally, the belief that a guest should be regarded as God. The month pages depict miniature paintings that each capture an occasion of hospitality.