03.Gautam Bhadra -- From an Imperial Product to a National by Gautam Bhadra

By Gautam Bhadra

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Extra resources for 03.Gautam Bhadra -- From an Imperial Product to a National Drink_ The Culture of Tea Consumption in Modern India

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A few sing agencies like D. J. Keymer & Co. and ach & Co. encouraged experiments &the commercial art by appointing Annada and Orun Coomar Gangoly (1919-1996) as ITMEB was quite sensitive to the opportunity edup by the experiments in commercial art. For commercial artists' the Board announced a etition organized by Art in industry. The prizes quite lucrative. Rs. 1000 as first prize andRs. each for two second prizes. The themes around h designs were invited were: (a) Tea - Universal rage, @) Tea - 100 % Swadeshi, (c) Tea - The t Reffeshing Beverage, and (d) Tea The est Beverage.

_k , . 46 Tamasha judicious balance between taste and flavour, the visual and the literary, and sound and meaning may lead asingular moment of artistic enjoyment. I 1 In a hoarding commissioned by ITMEB, Makhan Dutta Gupta may well argue that symphony has a milar counterpart in Indian music. Tamasha or a musical performance (a variation of rasun-chauki)with hnais, tabla and kartal, would produce a perfect harmony with a note of lightness and chew. C. Gangoly. 46]. The field of advertisements for tea by then has become aplayground of contesting tistic stvles and oerce~tions.

33. Iowe this phrase to the celebratedbook- BenedictAnderson,ImaginedCommunities: Rejlections on the Origin a n d S p d ofNationalism (London: Verso, 1985). 34. Anonymous, "The History of the Art in Industry Exhibition in India", Art in Industry Annual 1942, ed. Henry Born (Calcutta:D. J. ). 35. The advertisementpublished by ITMEB,Artin Industry,ExhbitionNumber,Calcutta,April, 1947. 36. 11926). Both Makhan Dutta Gupta and Khaled Chaudhuri have drawn significant illustrations for different versions of thiswork mslated by various writers includingKazi Narml Islam.

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