'Fusion of Art and Commerce Helps Virtuous Retail Create Culturally Rich Shopping Environments'

Sumi Gupta, board member of VR South Asia, who spearheads all things art and culture at the group, talks about the unique approach of curating art festivals in retail spaces to foster a deep community connection and drive commerce

- Sandeep Kumar

Xander Group-backed Virtuous Retail (VR) South Asia is redefining the essence of retail by embedding art and culture into its design philosophy. VR believes that retail spaces should transcend mere commercial functions, evolving into vibrant cultural landmarks that resonate with the communities they serve. Each VR centre acts as a dynamic platform for community engagement, featuring art, innovative architecture, and public art festivals that foster cultural interaction. By seamlessly integrating art with retail, VR enriches the shopping experience and enhances the cultural landscape, making art more accessible to everyone.

Over the past nine years, Sumi Gupta, a board member of VR South Asia, has played a pivotal role in this transformation by curating 22 impactful Public Art Festivals, supported by the Yuj Arts Foundation, drawing in over 9.4 million visitors. Her efforts have significantly shaped the retail real estate landscape in India, highlighting the importance of art in public spaces.

In September, she launched three new month-long festivals in Surat, Chandigarh, and Nagpur, which will be followed by two more in Chennai and Amritsar in January. Her festivals, including the Dumas Art Project in Surat, the Madras Art Guild in Chennai, and the Whitefield Art Collective in Bengaluru, offer emerging artists unparalleled opportunities through initiatives like the Student Artist Programme and foster inclusivity by showcasing young talent alongside renowned artists. In addition to her festival work, Gupta is involved in fostering artistic collaborations between India and the UK, recognizing the growing global interest in Indian art and culture.