Can Culture and Commerce come together meaningfully?

CSR is big. But now there is also CCR – corporate cultural responsibility.  We have seen several corporates jump enthusiastically into patronage of  music, arts and culture.  How does it help the brand? Is there some thought given to these interventions and patronage?  We find out from Jay Shah, Vice President – Cultural Outreach, Mahindra Group, which has as many as seven festivals running and is a big patron of culture. --- Send in a voice message: https://podcasters.spotify.com/pod/show/business-line/message