Royal Enfield partners with UNESCO to promote India's cultural heritage: Details

Siddhartha Lal, Managing Director and CEO of Eicher Motors, with Eric Falt, Director and UNESCO Representative to Bhutan, India, Maldives and Sri Lanka Royal Enfield has announced a first-of-its-kind partnership with UNESCO (the United Nations Educational, Scientific and Cultural Organisation) to promote and safeguard the 'Intangible Cultural Heritage' of India, beginning with the Himalayas. As a part of this unique partnership, a four-day creative exhibit will be displayed at the Bikaner House in Delhi, curated by Dr Monisha Ahmed and Mary Therese Kurkalang.The programme is curated as an experiential and creative showcase of the Intangible Cultural Heritage (ICH) practices in the Western Himalayas and the North Eastern region.This includes an exhibition, panel discussions, film screenings, performances as well as lecture-demonstrations. Moreover, the programme features some eminent artists, designers, chefs, mixologists, musicians, actors, photographers and luminaries of the social development sector including the likes of Adil Hussain, Peter D’Ascoli, Sonam Dubal, Rita Banerji, Mallika Virdi and Tsewang Namgail, Yangdup Lama, Nilza Wangmo and Anumitra Ghosh. As part of its ongoing programme globally and in India, UNESCO has been running a movement to identify, document and preserve the Intangible Cultural Heritage of India, which is one of the 178 countries to have adopted the 2003 UNESCO Convention for the Safeguarding of the Intangible Cultural Heritage (ICH), for decades. Apart from boasting beautiful monuments, India's cultural heritage consists of a dynamic array of living heritage, including various traditions of music, dance, theatre, storytelling, festivals, and rituals. Commenting on the partnership, Siddhartha Lal, Managing Director and Chief Executive Officer of Eicher Motors said, “The Himalayas is the spiritual home for Royal Enfield and we are very excited to partner with UNESCO to work towards building a sustainable future for this region. Royal Enfield is working in this iconic landscape to promote sustainable tourism and build resilient communities.”“Through this partnership, we aim to preserve and promote the culture, knowledge and traditions that are harmonious with fair and regenerative living and ensure that Himalayan communities are empowered to make decisions that support their resilience,” he added.