ZEE group launches Arth, India’s first culture quest

Subhash Chandra backed Zee Entertainment Enterprises has launched India’s first Culture Quest, Arth. The quest is introduced with an aim to understand and find meanings of the Indic civilisation and discover its soul. 

Shreyasi Goenka, Founder, Arth, said, "At ZEE, we have always endeavoured to build new and exciting platforms for the society to connect with the rich diversity of cultures in our country. The core concept of Arth is to bring alive the best of everything that India has to offer across various fields in a manner that is collectively interesting, informative and also enriching. In the years to come we hope to have regional as well as international editions of Arth to take this message across frontiers."

The cultural festival aims to make it a journey of discovery for the audiences by bringing together an array of thinkers, scholars, philosophers, indologists, artists and authors.

Vikram Sampath, an author and historian, has been roped in by ZEE as the Co-director for Arth.

"Going beyond shallow jingoism, there is so much about our civilisation and its values that we can be genuinely proud of. Unfortunately, these have never been part of curricula or popular discourse, as we seem to love self-flagellation. Arth, through lectures, panel discussions, concerts and performances, will try to contextualise a lot of this traditional knowledge to modern times," Sampath said.